RCI Brand Suite Image

Description / Hypothesis

Changing the hero image to something that greater reflects RCI brand recognition will improve familiarity among users, encouraging more goals. We'll test two variants here--a clear, detailed photo as well as a blurred version of the same image.

Variations

Post-Mortem Analysis

Unfortunately, this test failed to reach its goal of driving leads across the RCI suite of pages, with overall Owner CVR falling by about -23%.

Out of the two variants, the clear image was the one that perform best, with combined Owner CVR at 3.31%. However, that was not enough to top the control’s 4.3% CVR, making this test squarely a loss.

Several factors could’ve played into this loss. For one, the updated image’s color scheme could’ve been too close to the control’s to make enough of a difference. Second, the tropical imagery of the variant might’ve been lost on a large portion of RCI-minded users–RCI is a large brand, and some could’ve found themselves dissociated with the Mexico imagery if they didn’t own a timeshare there.

We will continue to test imagery here in a second version, this time with images that feature a different color scheme than the original.