Description / Hypothesis
As we've seen in past experiments, reinforcing the sense that Step 2 in the WMTW funnel is not required will lead to a jump in MVS conversions
Variations
Post-Mortem Analysis
Unfortunately, we took a loss on this experiment. Previous tests on other sites (SMTN and TRR included) seemed to indicate that reinforcing this copy was conducive to MVS leads, but the opposite proved true on VO. We ultimately experienced a 17% loss here.
There are any number of reasons why this test could’ve failed. The first and perhaps most obvious being that there could be some conflicting copy somewhere else in the conversion funnel, either on Step 1 or on the main WMTW page. We’ve seen instances of this before–users go into a process encouraged by a certain sentiment, only to see a variant that may conflict with that sentiment. Perhaps some users lost out on a sense of legitimacy from the “not required” language.
The other factor here is that VO offers a brokerage service for owners looking to sell. Where sites like SMTN and TRR are purely FSBO, the slight difference in product offerings may have impacted certain attitudes here.