Description / Hypothesis
Placing a feature on brand suite pages that slides in to help owners access relevant content. This feature can be tested for many different callouts/CTAs as a less-obtrusive form of popup.
Post-Mortem Analysis
The addition of the slide in feature to brand suite main pages was a massive success, boosting Owner Sell CVR by 100%.
Effectively doubling the amount of conversions coming from brand suite main pages, we were able to fill a bit of the ULF Seller gap we’ve been dealing with since the SMTN redesign. If anything, this test shows that owners who arrive at these pages often don’t know where to go, or have trouble navigating to key conversion pages within the brand suites. It also illustrates the need for a clear call to action–something animated and attractive that will encourage people to click.
Though the slide in was effective at boosting Owner CVR, we did suffer a drop in Ad-Buyer leads. We will continue to test language on this feature to keep more buyers interested in resale opportunities.