Growth Experiments
This experiment was to select the most impactful UI for optimizing sign-up rates on the Off-Market Product Details Page (PDP). The metric we targeted was the conversion rate from Off-Market PDP Viewed to Sign Up Completed. We wanted to detect a minimum effect of 10% on a relative basis.
On the right is the Control variant.
On the right is Variation A. This features the Google Street view as the default property image, and a blurred second image with an updated CTA.
And this is Variation B. I introduced a more playful effect where the user is presented with a “peel-the-sticker” visual.
The experiment completed with Variation B (Skeumorphism) taking the win!
We saw a 3.02% absolute conversion rate, which represented a 27.4% relative improvement to the Control variation. This was nearly 3x our target of a 10% relative lift.
