Changing the copy for the primary WMTW call out in the top nav bar to include language that has previously been proven to increase Market Value leads will catch users' attention more quickly, ushering more into the conversion funnel and driving CVR.
Though the first iteration of this test was a success, we'll fix a small javascript error and retest for optimal results. Testing a slide in that appeals only to returning users who've expressed a clear interest in Marriott content will help to increase key conversions
In this test, we will try to re-tool the main navigation bar at the top of all SMTN pages to improve user experience and heighten visibility of major conversion pages. Doing this will allow users to more easily find their way to pages like What's My Timeshare Worth, Sell Your Timeshare, and others, boosting key conversion rates.
We'll appeal to returning WMTW users by deploying a slide in CTA encouraging them to continue getting their timeshare's value. This will help eke out more MVS conversions from people who previously dropped out of the process from Steps 2 and 3.
Changing the utility bar copy to include more timely motivating factors and visible price points will drive more to the rental inventory, increasing the number of offers.
After the last utility bar test, we found that incorporating an Owner Sell option both slightly increases conversions for that goal type, as well as slightly reduces market value leads. As a solution to this problem, we'll borrow from a recently successful SMTN test and try a highly-visible, two-option utility bar to maximize visibility for timeshare owners
Once again, we will try the Owner Utility Bar on this site, but optimize it to include language surrounding rising maintenance fees. This will appeal directly to the spike of owners visiting the site looking to sell their timeshare, and will increase Owner Sell and MVS CVR.
With some success driving buyer/renter based leads with a utility bar on Harborside, we'll try to replicate that success here on DVC, which features a similar buyer/renter appeal.
Version 4 of the utility bar test showed almost completely neutral results, failing to significantly increase Market Value CVR. Since the main menu adjustment on this site proved to be more adept at boosting conversion rates for market sell, we'll use this iteration of the utility bar to push Owner Sell leads instead, a goal type that was negatively impacted by the Main Menu test.
Following the success of the SMTN owner utility bar color test, we will try experimenting with the appearance of the utility bar here. In Variant 1, we'll switch the purple color to a brighter shade of green to increase visibility. In Variant 2, we will keep the purple color theme, but move the bar to the bottom of the screen and increase its size.
This experiment will test changing the color of the utility bar from light blue to orange in one variant, and to green in another. Since the site is very blue-heavy, the new colors will attract more attention to the call out and drive more traffic to Market Sell pages, thus creating an increase in conversions.
We will reprise this old test, but instead target Owner Sell conversions instead of WMTW conversions.
This test will reoptimize the main menu items in order to reduce the number of steps visitors need to take to get to key conversion pages.
We'll change the background image on some of the site's biggest interior pages to determine the impact a different, clearer background makes on conversions. We'll test for the site's biggest goal types.
Reordering the main menu so that the links to the MVS and Sell Timeshare pages are more visible will increase conversions in those categories and encourage users to visit more crucial pages on the site.
Now that there's been changes made to the home page (corresponding to drop offs in MVS leads), we'll attempt to revive the utility bar experiment, giving users a clearer path to the market sell funnel. This time, we will change to color and copy of the bar to better appeal to this site's audience
Testing two different successful MVS bar variants against each other will allow us to determine the optimal messaging for paid audiences on desktop and tablet devices.
Now that there's been changes made to the home page (corresponding to drop offs in MVS leads), we'll attempt to revive the utility bar experiment, giving users a clearer path to the market sell funnel. This time, we will change to color and copy of the bar to better appeal to this site's audience
By going off previous experiments, we'll further narrow in on optimal MVS utility bar messaging, this time, by singling out Organic audiences. This experiment will simply change the button text within the util bar, hopefully playing to Organic visitors' general curiosity and want for information
