HGVC sees more conversions for owners than for buyers/renters but our current homepage hero is buyer/renter focused. By moving up our existing owner buttons into the hero and above the fold on mobile, we will see higher owner CVR on our WMTW and Owner Sell forms.
We've launched our first iteration of the Proof widget on SMTN. This test will target resale inventory experiences with the goal of driving Buyer Offer CVR. The notification will display the number of offers submitted on resale ads (see screenshot). We also anticipate some effect on MVS and possibly Owner Sell CVR as well from owners searching their own resorts.
Pre-COVID, the standard practice for SMTN was to run a red, multi-CTA utility bar in peak months (winter/spring) and revert to the standard orange bar in the summer. With the red bar still running in August, we will run an A/B test to confirm this should still be an established practice.
This test alters the standard white inventory slide in feature to include a toggle option that allows users to bring the slide-in back into view after closing it. Doing this will give owners who accidentally or preemptively close the call out another chance to interact with it, boosting conversions.
Users who have demonstrated clear owner-based activity in previous sessions will be given a unique version of the home page upon returning to the site; one that pushes more owner messaging and encourages them into key conversion funnels
Moving the featured timeshares section further up the Marriott main page will increase both Owner and Buyer CVR, as proven in similar experiments on other brands.
Moving the featured timeshares section further up the Marriott main page will increase both Owner and Buyer CVR, as proven in similar experiments on other brands.
Moving the featured timeshares section further up the Interval main page will increase both Owner and Buyer CVR, as proven in similar experiments on other brands.
Moving the featured timeshares section further up the Westgate main page will increase both Owner and Buyer CVR, as proven in similar experiments on other brands.
In keeping with previous successful experiments, adding a pop up feature to the Hyatt brand suite will push a maintenance fee-inspired CTA, pushing more users toward Owner Sell and MVS objectives who otherwise would've exited the site.
In keeping with previous successful experiments, adding a pop up feature to the Massanutten brand suite will push a maintenance fee-inspired CTA, pushing more users toward Owner Sell and MVS objectives who otherwise would've exited the site.
Targeting the high number of Returning Owners who enter through this page with a special slide in CTA will usher more owners to the Market Value survey, boosting leads there. This test also makes slight changes to the page's copy and removes a search bar.
In keeping with previous successful experiments, adding a pop up feature to the Holiday Inn brand suite will push a maintenance fee-inspired CTA, pushing more users toward Owner Sell and MVS objectives who otherwise would've exited the site.
In keeping with previous successful experiments, adding a pop up feature to the Marriott brand suite will push a maintenance fee-inspired CTA, pushing more users toward Owner Sell and MVS objectives who otherwise would've exited the site.
With the season turning back toward spring/summer, we'll try a utility bar that proved effective at boosting Owner leads at this time in 2019.
Changing the background on the Marriott timeshare resales page to a blurred variant will increase the legibility of the hero copy and produce more conversions.
Deploying CTAs that call specifically to Grandview owners on their second visit to the site will increase Market Value CVR
Removing the brand and resorts lists from the Resorts page to determine the impact on CVR.
Testing a slightly altered version of the Timeshares for Sale page for returning owners that minimizes buyer features and incorporates more owner call outs. This will help boost CVR from users who didn't convert upon their first visit to the site.
This test alters the standard white inventory slide in feature to include a toggle option that allows users to bring the slide-in back into view after closing it. Doing this will give owners who accidentally or preemptively close the call out another chance to interact with it, boosting conversions.
