Sell Timeshare Back to Top Button – Mobile

Description / Hypothesis

Adding a back to top button will help mobile users quickly navigate back to the top of the page where they can find the form, increasing the chances of a conversion and lowering the chances of a bounce or drop-off

Variations

Post-Mortem Analysis

Equaling a drop of -26% for Owner Sell leads, the back to top button failed to reach its goal of boosting conversions in that category.

Perhaps the best theory as to why this test failed was the nature of the button itself. Clicking the button would lead to a “hard jump” back to the top of the page, where users may have found themselves a bit disoriented. As opposed to a “smooth scroll” effect where users could see the page scrolling upwards, the button simply redirected them to the top of the page/form, which could’ve led them to believe they were taken to another page.

More opportunities exist to make the mobile user experience on the Sell Timeshare page more efficient. We should continue to evaluate ways in which we can drive conversion rate within that segment.