This is was a test I did on the first touchpoint in Vrbo’s supply acquisition lifecycle email series. The left “postcard” was sent immediately to potential partners (homeowners) after expressing interest in listing with Vrbo. My hypothesis was that those in this stage needed more information on the process, how, why, when, etc.
I wanted to test providing more content to this group. While not the cleanest A/B test, it pointed me in a direction for further optimization.
The results: The variant (on the right) resulted in a new listing conversion lift of 149.3% or over a $2M in incremental booked revenue. It also showed that the second most popular URL was the FAQs button (which didn’t exist in the control), receiving 23% of the clicks.