Description / Hypothesis
Making the content above the fold on this page more attractive and easier to read will encourage more form fills and reduce bounce rate
Post-Mortem Analysis
Post Mortem
This test tried to replicate the success we saw with the Buyer-focused content test on Timeshare-Resale-Rental.com. However, a much different result occurred by the end of the experiment, ultimately ending in an overall loss.
The loss can be attributed to a number of factors. This experiment removed a number of subheaders, graphics, and other information which could prove crucial to the page’s success. It should be noted that the variant scored zero conversions in the Organic channel–this could be due to eliminating some keywords in subheaders that proved to be selling points for visitors.
A revised version of this test will restore some of those subheaders and graphics while altering the bullet point content.