The mobile configuration for the header on the homepage isn't present great in terms of spacing, which is forcing both the search bar and the form below the fold. Making adjustments to this configuration and editing the copy of the form header as we discussed will improve lead generation through the form.
Data shows that this Resources page used to attract a moderate number of ULF Seller leads before the redesign. With the content mainly written for buyer audiences, we'll use the form area to call out to any owners who find themselves on the page looking for answers. This should not largely impact Buyer or Renter goal types, as the form hasn't generated many ULF buyer or renter leads in recent weeks.
Recent data reveals this top landing page attracts a sizeable number of ULF Seller conversions (2.54% CVR over a 7-day period). With minimal observable ULF Buyer or Renter leads coming from this page, we'll reoptimize the headline with a clear and direct call-out to owners in an effort to capitalize on the owner interest in this page.
Brand pages are the third most visited pages outside of the home page and Buyer FAQ page. Since these forms really only attract Seller leads, we'll try optimizing the form copy to appeal more to sellers.
Many brand-specific resales pages attract seller-only leads. We'll optimize the headlines of these ULF forms to appeal directly to sellers, in an attempt to drive ULF Seller cvr.
From May 25th to June 25th, the home page lead form attracted 13 Owner ULF submissions, compared to zero ULF Buyer and zero ULF Renter submissions. I propose altering the form headline copy (while keeping the necessary "independent specialists" language) to appeal directly to owners to encourage more leads through that form. This test will also set the "What can we help you with?" field to be preselected to "Selling/Renting my timeshare". A similar experiment proved successful on TBS, giving merit to this hypothesis. As HGVC is largely an owner-driven site, I expect it to meet its goal.
