Client Status - HomeWallet / Home.com

📊 Phase Summary

Current Phase

Week 1

Broad scan across all systems

Progress

1/10 systems

3 variants tested

1 killed, 1 promoted

Budget

$387.50 / $20,000

Next Milestone

Week 1 Readout - Feb 7

Leading: S1 - Equity Utilization

🏆 Winners

S1 WINNER

"The Number Your Bank Doesn't Show You"

Usable vs Paper Equity

CTR: 2.44%

CPC: $0.36

Conv Rate: 6.8%

Confidence: 78%

Messaging Harvest

Hero: See the number your bank doesn't show you

Discover the difference between paper equity and usable equity
Find out what you can actually access in 60 seconds
No login required, no credit check

🔬 Active Tests

S1 running

w1-s1-equity-awareness

Usable vs Paper Equity

Budget: $387.50 / $450

Variants: 2 active, 1 killed

Top: "The Number Your Bank Doesn't Show You" (CTR: 2.44%)

📋 Queued Tests

S2

w1-s2-shock-resistance

Safety Net Smaller Than You Think

Scheduled: 2024-02-05 | Budget: $400

S3

w1-s3-readiness

Ready in Head ≠ Ready on Paper

Scheduled: 2024-02-06 | Budget: $350

📈 Results Snapshots

w1-s1-equity-awareness

Period: 72h | Snapshot: 2024-02-04

Impressions: 45,230

Clicks: 892

CTR: 1.97%

Spend: $387.50

Funnel: 892 clicks → 756 LP views → 489 starts → 203 completions → 47 emails

📝 Decision Log

Date	Test	Decision	Reason
2024-02-04	V1-02-curiosity	PROMOTE	Highest CTR (2.44%), best conversion rate, strong saves indicating purchase intent
2024-02-04	V1-03-urgency	KILL	Negative sentiment in comments, attracts rate shoppers rather than trust-seekers