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
Changing the subheadline to push the company's positive BBB rating will reinforce users' trust in the site. This test also swaps out the BBB button at the top of the page with an image that includes "A+". Testing desktop to confirm the positive result seen on mobile devices.
This test will attempt removing two flawed testimonials from the middle section of the home page. The goal of this test is to boost form fills and determine the impact of testimonials as a whole below the fold.
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.
Adding a Consumer Affairs widget to the home page that allows users to read through positive reviews will help resolve user uncertainty and increase conversion rates for key lead types.
Continued testing of the Home Page ULF headline in order to boost conversion rates from the home page.
[VERSION UPDATE: After a slight loss in MVS leads, we'll try only removing one section from the bottom to improve performance.] With some of the lower sections on the home page only being viewed by ~10% of users, we'll try removing some in order to keep focus on important top-of-page elements and improve page load speeds.
Firing a slide in feature for all users that pushes an anti-maintenance fee message next to our BBB rating will encourage more users to fill out a form submission
Shifting the form to the left-hand side of the page will re-orient the users' experience, leading to more form fill conversions
Changing the home page headline to describe the buyer/renter product in a more detailed manner will give those audiences a better sense of what to expect on the marketplace. This experiment will also change the search bar placeholder text to include accurate examples of searches, ensuring more users get to the inventory they want to find.
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
Targeting a recent hike in HGVC owner fees with a owner-based slide in on the home page will allow us to boost Owner CVR, particularly within the Market Value Survey funnel
Adding a Consumer Affairs widget to the home page that allows users to read through positive reviews will help resolve user uncertainty and increase conversion rates for key lead types.
With some of the lower sections on the home page only being viewed by ~10% of users, we'll try removing some in order to keep focus on important top-of-page elements and improve page load speeds
Re-testing the home page intent select feature, this time with more detailed dropdown options and a better optimized headline will help users navigate the site and increase CVR.
By targeting Westgate-specific ad groups within this campaign, we can alter the H1 on the main landing page to reflect interest in that specific brand, boosint CVR
