Description / Hypothesis
Building on a successful test that altered the second step in the WMTW funnel, this experiment will also produce "not required" text on the top 10 brand suite WMTW pages, to attempt to further the successful results seen in the original.
Test Dashboard
Post-Mortem Analysis
We scored an impressive win with this experiment, which managed to drive Market Sell leads across the board by 34.3%. By adding text that implied the second step of the WMTW funnel was not required, we reduced anxiety and confusion and produced more leads.
Among organic audiences, the experiment produced a win of 13%, while paid visitors also preferred the variant, seeing a jump of 60%, a massive gain.
We can attribute this win largely to making the overall submission process easier for those entering brand-based WMTW funnels. Step 2 asks for a lot of tertiary information regarding timeshare ownerships, some of which may not directly apply to individuals operating within a specific brand suite. For example, some brands may not have weeks, or seasons, or points–so making this step not required may have reassured some of our users and pushed them forward into the funnel.
We are testing this variant elsewhere on SMTN and on other sites as well, and should consider removing Step 2 entirely if this test is proven to be a continued success.