The observation: The existing first email touchpoint was pretty, but likely didn't resonate with property owners. The image was intimidating. I considered the POV of potential partners, "My house doesn't look like that... I won't make any money then..." It also lacked in describing the easy process to get their home listing live on the platform.
The objective: Offering additional content about how to list will increase uCTOR by 10% and listing conversion by 25%.
The 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.