Rental Ad Specific Headline Copy

Description / Hypothesis

By adding "rent" specific language to the form headline, it will further enforce relevancy. Shortening the form will make the process more streamlined for renter traffic.

Variations

Test Dashboard

Post-Mortem Analysis

This experiment sought to implement a simple change to encourage more renter ad offers. By adding the word “renting” to the form header, all offer forms on rental ads were made to include more specific language to help interested renters submit their information. Just as predicted, this had a positive effect on the number of rental ads coming in through THD. The CVR for rent offers spiked by more than 25%, leaving us with a solid win.

More can be done to the owner ad space and the inventory features as a whole to encourage more buyer and renter offers. However, this experiment lets us know that concrete, specific language catered toward a majority audience can have a positive effect on CVR.