Owner Utility Bar (v5)

Description / Hypothesis

Version 4 of the utility bar test showed almost completely neutral results, failing to significantly increase Market Value CVR. Since the main menu adjustment on this site proved to be more adept at boosting conversion rates for market sell, we'll use this iteration of the utility bar to push Owner Sell leads instead, a goal type that was negatively impacted by the Main Menu test.

Variations

Post-Mortem Analysis

This iteration of the Owner Sell bar was a surprising loss, with conversions dropping substantially for the variant. One explanation of this result could be the recent inclusion of the “No Upfront Fees” personalization that was launched just before this test.

Overall, Selltime CVR dropped by -72%, a clear loss. MVS and ULF CVR experienced a slight lift or neutral movement. The best hypothesis at this point for the test’s underperformance is that the “No Upfront Fees” messaging is crucial to capturing Owner Sell leads. Users who entered through the Utility Bar experiment and not the NUF personalization would not have seen that messaging, thus discouraging them from submitting a form.