A/B Testing - Convincing a homeowner to lower their assessment

March 22nd, 2010 | A/B testing | real estate | UI design | usability | web design

Does anyone want to think of their home as potentially worth less than it is? No, but if you can prove to a county assessor that it is, it could result in thousands of dollars in savings.

Acting as CTO of ValueAppeal I had to design a campaign to not only appeal to this argument but test one or two iterations and determine which is more affective.

 
We decided to appeal to two psychological aspects that we identified, being treated unfairly by the county, and the fact that you can do something about it.

But in addition we had to also educate the person about how it works and that they can actually save money at no risk to them.

Testimonials: Others are doing it… And they are saving money.
 

Risk Free: If you don’t save money you get a full refund
 

What do I get? Give them a taste of what they are purchasing.
 

How does this work? Give them a taste of how this all works.
 

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