Description / Hypothesis
By my calculations, there's roughly a 50% drop off rate for the third step in the WMTW process. Borrowing from previously successful experiments, we can optimize this headline to generate more conversions.
Test Dashboard
Post-Mortem Analysis
This experiment again tested the inclusion of the word “free” within the market value funnel. Previous experiments on other sites indicated that “free”-based language appealed directly to organic channels. As the traffic on TRR is mostly organic, this test sought to yet again prove that mentioning the zero-cost aspect of the market value form would drive organic leads.
The test was a win. There was a nearly 30% boost in leads from the organic channel, further solidifying the theory that organic visitors to the WMTW funnel prefer to see the survey is free. Another test on earlier steps in this funnel will test the same theory, and we predict a similar success on that experiment as well.