Vacasa Lead Generation
Company
Vacasa is North America’s #1 vacation rental property management company.
Goal
The owner growth team was interested in collecting more users’ contact information from their primary lead generation flow.
Category
Website
A/B Test
Team
Eli Dagostino, sole researcher and product designer
Product Manager
Four engineers
Analytics team
An analysis was conducted of six comparator lead gen flows.
Key takeaways:
• 100% of flows had a false-bottom/full-screen takeover
• 100% of flows had photography or illustrations on multiple screens
• 66% of flows had back buttons
These were three of nine prominent features which stood out to me and which I implemented. This was in the interest of reducing the amount of variables introduced in the test.
Only one change was made to the user flow.
Instead of entering in their phone number at the end of the flow, It was requested by stakeholders that owners be provided the opportunity to schedule a call with a sales person instead.
A “Schedule A Call” button was implemented in both flows.
Screen one, before
Screen one, after
A false bottom was introduced to isolate users’ attention (an arrow was added to the bottom which, when clicked, scrolls the user down to the page’s other content)
The estimated income block transformed into a floating card
A photo was added behind the estimated income card for visual interest
Screen two, before
Screen two, after
In addition to the changes made to the first screen, a back button was added
Screen three, before
Screen three, after
Title was added to guide/intrigue the user
Screen four, before
A “Schedule A Call” button replaced the “Get Personalized Estimate” button and field so to neutralize the variation in flows.
Screen four, after
The estimate was previously on a completely different looking screen than the flow. Now, the estimate reflects the layout of the previous screens, utilizing the card layout.
The title text was simplified
Instead of users submitting their phone number, instead users are now provided the opportunity to “Schedule a Call.”
Screen five, before
Screen five, after
If the user’s address is not in Vacasa’s database or they don’t have enough information about the property to provide an estimate, the user would land on this page.
“Try a different address” link was changed one of Vacasa’s native button colors and an icon was added for visual assistance and interest
The photo has lost its 50% opaque overlay from pervious screens
A “Schedule a Call” button was added in addition to copy changes to encourage the user to take that action
Results:
• 120,000 users saw the flows over three weeks
• 7% more users submitted their contact information in the new design
• 75% more users scheduled calls in the new design