• Vrbo

Observations: The existing first email touchpoint was pretty, but didn't resonate with property owners. It also lacked in describing the easy process to get their home listing live on the platform.

Hypothesis: Offering additional content about how to list will increase uCTOR by 10% and listing conversion by 26.5%.

Results: The variant had a new listing lift of 149.3% with 99% confidence. Based on the global value of a new listing, this would be an incremental lift of $1.2M in booked revenue (after adjusting for marketing costs).

The graph shows the jump in new listing conversion after the test winner was implemented.