Description / Hypothesis
Changing and rewording the content on this buyer-focused page to include more effective language and bullet points will increase the number of buyer leads for TBS. This test will be modeled after a successful experiment on the TRR Buyer page.
Variations
Test Dashboard
Post-Mortem Analysis
By targeting buyer leads, an audience type that is relatively inactive on TBS, this test only collected minimal data that could not deliver a concrete result. Despite the original resulting in 1 conversion to the variant’s 0, we’ll rule this experiment as inconclusive.
One obvious reason for the test’s shortcomings is the lack in interest from a buyer perspective, but another reason could perhaps be the language in the bulleted content itself. Any potential buyers, as we saw with the Buyer FAQ headline test, could be too far up in the conversion funnel for this to appeal to them, if even at all.