Renter Utility Bar

Description / Hypothesis

This test is a take on the popular owner utility bar, which failed as an experiment on this site. Due to the lack of interest and appeal to owners on THD, and a respective popularity among renters, this experiment re-tools the utility bar to push visitors to rental inventory. Adding an eye-grabbing CTA to Rental Deals for $200 and Under will direct more people to inventory pages to submit offers and make bookings.

Variations

Test Dashboard

Post-Mortem Analysis

Unlike the experiment on HarborsideResortTimeshares.com, this utility bar test failed to attract a significant number of variant leads, concluding with an inconclusive result.

A few things could’ve gone wrong with this variant. The most popular goal type on this site is undoubtedly Renter-based, but the language could’ve been too wordy or complicated to attract users to click. Unlike Harborside, THD features a search function right on the home page, which already gives users an easy avenue to rental inventory.

The color of the bar could’ve also been problematic. While orange generally works well on other sites, it is THD’s most prominent color. The bar could’ve just blended in a little too easily for people to notice.

In all, the variant finished with a 0.75% CVR, compared to the original’s 0.84%. For future tests, we should consider alternative calls to action that might better catch the eye of interested renters.