- 01/29/2019 - 03/15/2019 (45 days)
- www.hgvcresales.com
- Owner
- WMTW
- Market Value
WMTW Headlines (v2)
Description / Hypothesis
More than a year removed from our last WMTW headline test, we'll try experimenting once more with language that has recently been proven successful elsewhere. Also, we'll add another line of copy below the primary form fields to convey to users that the optional fields are indeed optional, reducing confusion and expediting MVS conversions.
Post-Mortem Analysis
After 6 weeks running, this test failed to get the positive lift in MVS CVR that it sought to accomplish.
One reason for the shortcoming could be the length of the headline. Having two longer statements above the form, plus another subheader above the optional fields could’ve overloaded the user. Other times, we’ve seen short, succinct headlines work within Market Sell funnels. Look for Version 3 of this test, where we’ll try that hypothesis.