Description / Hypothesis
Adding a form above the fold directly to the owners page will allow an extra opportunity to collect Owner Sell leads, resulting in a boost in CVR.
Post-Mortem Analysis
Considering the fact that redirect tests typically don’t fare as well as A/B tests due to a “flicker” effect on page load, the fact that this test maintained a solid lead across both Owner Sell and MVS categories makes this even more of a solid win.
This test resulted in a 5.78% gain for combined Owner Sell and Market Sell CVR at a 60% confidence level, again, relatively high considering the hampering from the variant’s page redirect.
The new variant saw a 12% rise in Owner Sell leads alone, and 4.87% for Market Sell. We can attribute the spike in Owner Sell leads to the addition of the form, and perhaps the slight increase in Market Sell leads to the new background image, which makes the orange utility bar a bit more visible.
Considering there really isn’t an observable downside to adding a form permanently to this page, this test warrants immediate implementation.