Timeshare Rentals Headline & Content

Description / Hypothesis

This test is designed to mimic the successful Buy Timeshare headline test on TRR that increased both ULF form fills and ad offers. Following a similar formula, changes will be made to headlines and bulleted content to motivate renters to inquire about rentals or to navigate to the rental inventory, where they will make offers. This test also makes slight changes to content positioning on page, moving more elements above the fold.

Variations

Test Dashboard

Post-Mortem Analysis

This experiment failed to deliver a statistically significant result over the course of roughly two months, leading to an inconclusive finish. Its sister experiment on the Buyer page proved a success, and while this test had its positive moments, the evidence of it having a substantial impact on CVR is lacking.

It fell somewhat short of its main objective of boosting Renter Form submissions, with the variant netting a conversion rate that was 7.5% lower than that of the control.

However, the test exceeded expectations in its secondary goal of generating more offers on rental ads. In that regard, the variant achieved a CVR that was 62% higher than the control.

The argument could be made that direct offers on rental ads are of greater value than form submissions, but for the purposes of this experiment, the test will remain labeled inconclusive.