Description / Hypothesis
Heatmaps show this page is popular among owners. Changing the headers and text on the form to better appeal to sellers will drive Owner ULF leads.
Variations
Test Dashboard
Post-Mortem Analysis
The highlight of this test was the impact that changing a headline can make. This experiment managed to take a form that was relatively inactive and, after changing the messaging, turned it into a page that converts at 8.02.%. A win of over 20%, the test further proves a previous hypothesis that targeted copy with clear intent converts more visitors.
The key to this experiment was getting rid of the blended intent copy above the form. We saw on a similar test for TBS that analyzing the primary audience for a given page, then subsequently gearing key content towards them, is generally effective. In this case, we removed a vague headline that appealed to both buyers and owners and made it solely for owners.
The results were clear. A 30% jump in conversions from organic traffic and an 18% jump from paid traffic reveals that the two major channels both prefer the targeted headline copy. For future tests, we should continue to identify high-traffic pages like this one where the form copy can be improved to eke out more conversions. Doing this on a wide scale can drastically improve CVR for a given website, and for the company as a whole.