Description / Hypothesis
This test is adding some consumer affairs testimonials to the Sell Timeshare page to see how these perform against the standard testimonials. The theory is that by adding "Consumer Affairs" helps to reinforce trust and legitimacy. If the variant proves to be a winner this will indicate that user do in fact respond favorably to the "Consumer Affairs" branding and more recent testimonials. If it's a loss, it could indicate that referencing CA makes people pause and navigate to CA to read more reviews, exiting the site and potentially being exposed to negative reviews in the process.
Post-Mortem Analysis
This test was ended before an official “statistically significant” result was met due to the poor performance of the variant. It is clear that something about the Consumer Affairs branded testimonials did not resonate with users. It could be the selected testimonials underperformed or that users were more likely to go to Consumer Affairs as a result of this block and read other reviews. It’s difficult to say for sure without further testing, but this first iteration did not outperform the tried and true legacy testimonials.