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.
This is testing the impact of adding an audience selection question to a users experience, immediately upon landing on the Holiday Inn brand suite. This will assist us in better understanding the breakdown of traffic and also grouping individuals into segments that we can then target with unique experiences. The outcome of this test is simply no negative impact on our key conversion types. There's no expectation that this will have a positive result alone. What we can do with the information collected with this feature is where the value lies.
Following the success of the first iteration, this second version will test moving the search bar/WMTW call out section a little further up the page to maintain MVS conversions coming from this page.
Testing a re-ordering of the Holiday Inn brand suite main page, lifting the form up above the fold and lowering search on desktop and mobile. This will enable us to get a clear result of user preferences solely within the Holiday Inn suite.
Following the success of the Intent Select feature on the home page, we'll try testing a similar variant on the Holiday Inn brand main page to see how the experience performs within brand suites.
