Description / Hypothesis
Current rental ads on HarborsideResortTimeshares.com feature a section in the details that lists maintenance fees for each listing. This information is not important for potential travelers to see, and seeing an extra cost on top of the rental price may discourage them from inquiring. Removing maintenance fees from rental listings will help drive Renter Offer CVR.
Post-Mortem Analysis
Providing a solid 42% win, the removal of the maintenance fees on these rental ads helped boost CVR for the site’s most popular conversion type, rental ads.
The fact that maintenance fees were included on rental ads to begin with seems counter-intuitive to the site’s goals. For the purposes of this test, their removal proved the hypothesis right–inclusion of the fees only increased renter panic and deterred people from submitting offers.
Maintenance fee information is currently listed on other sites’ rental ads, including TimeshareHotDeal, VacationOwnership, and even SellMyTimeshareNow. We should continue to experiment with removing this information from rental ads.