Optimizing the contact page by increasing legibility and changing the form headline will encourage more ULF submissions through that page.
Continued testing of the Home Page ULF headline in order to boost conversion rates from the home page.
Removing the search feature from the top of resort and resources pages will keep more users on their specific page and increase ULF conversions through forms.
After the first version of this test yielded positive gains for ULF and MVS leads but a drop in Owner Sell leads, we'll try a second variant that adds an easily-closeable slide in call out to salvage some of the latter and keep Owner Sell CVR stable.
Making the state and country pages' form headlines more specific to each destination will generate more ULF leads
Including the name of each brand in that page's form header will lead to a rise in ULF Form completions
Making the state and country pages' form headlines more specific to each destination will generate more ULF leads
Making the city page form headlines more specific to each destination will generate more ULF leads
Altering the form headline to push more rental-based messaging will drive conversions in that category
Changing the background image to something less gloomy will make potential buyers/owners more motivated to complete an action
Including the name of each destination in that page's form header will lead to a rise in Buyer Offers and ULF form completions.
With the first version of this test proving successful, we will attempt the same changes on 8 other brand suites to further cement the variant's position as a winner. This test shifts the form and content section of the brand suite main pages up to the top of the fold, this time adding a background image for an improved appearance.
Experimenting with the form headline with this top landing page will allow us to glimpse user preferences in ULF forms. Adding location-specific copy to this feature of the page will help increase form submissions there.
Given the rise in Buyer interest on this site as of late, we will try changing the form headline of this top landing page to greater reflect buyer interests, with the goal of boosting ULF Buyer and perhaps Buyer Offer leads.
Following the successful first iteration of this experiment, this follow-up will again shift the form and content section of the brand suite main pages up to the top of the fold, this time adding a background image for an improved appearance.
Shifting some of the elements on the brand suite main pages will allow us to put the form above the fold, thus enabling us to capture more owner-based leads than before. This will be a desktop-only experiment.
We'll change the home page background to an image that spans the width of the page to improve overall user experience. We will target the site's top lead types, including Rent Offer, Buy Offer, and ULF Buyer
