Zillow + Optimizely: Building the Bridge to $20 Billion Revenue
•Download as PPTX, PDF•
1 like•428 views
Join Jason Tabert, Senior CRO Marketing Specialist, and learn how Zillow is using Optimizely’s experimentation, personalization and integrations to help grow their revenue to $20 billion by helping their customers cross the real estate chasm from despair to delight.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Zillow + Optimizely: Building the Bridge to $20 Billion Revenue
Similar to Zillow + Optimizely: Building the Bridge to $20 Billion Revenue (20)
More from Optimizely
More from Optimizely (20)
Recently uploaded
Recently uploaded (20)
Zillow + Optimizely: Building the Bridge to $20 Billion Revenue
- 1. Zillow + Optimizely: Building the Bridge to $20 Billion Revenue Jason Tabert Sr. Marketing Specialist, Conversion Rate Optimization ZILLOW
- 3. The Evolution of Zillow
- 4. Fusion
- 5. Consumers are demanding streamlined, tech-enabled shopping experiences and real estate is the next frontier... Fusion
- 6. Consumers are demanding streamlined, tech-enabled shopping experiences and real estate is the next frontier... Fusion
- 7. Optimization at Zillow - Last Year 1 Product - Zillow Premier Agent One dedicated FTE for optimization + shared dev resources B2B Inbound Lead Gen
- 8. Growing the Optimization Program for Zillow 2.0
- 9. Supporting six lines of business (and counting) • Multiple conversion funnels • B2B and B2C • Overlapping audiences (ex: sell + buy) Optimization for Zillow 2.0 One dedicated FTE for optimization + shared dev resources
- 10. Zillow + Optimizely: Partnering for Growth Combining the best platform with outstanding services and support, Optimizely is enabling our small team to respond to the growing demands for experimentation and personalization across Zillow.
- 11. Stats Accelerator helps us increase velocity on lower-trafficked pages and leads to more insights and learnings. Stats Accelerator
- 12. Cross-project events enable Marketers to measure down-funnel metrics across products. Custom snippets allow us to deploy across different product stacks (WordPress, custom templates, SPAs). Cross-Project Events and Custom Snippets
- 13. Personalization is helping us execute on integrated marketing campaigns. Third party audience integration with Tealium unlocks more power in both platforms. Personalization and CDP Integration
- 14. So Far So Good!
- 15. Partnered with Optimizely + CRO Metrics for the Personalization Accelerate Program. Focused on Zillow Offers - a major FY2020 focus. First product slated for Tealium deployment. Mapped out initial strategy for personalization on marketing landing pages. Kicking Off Personalization
- 16. Most marketing efforts paused due to COVID-19. Zillow temporarily paused accepting new Zillow Offers applications. And then COVID-19
- 17. Planned to start personalization on the Zillow Offers flow. • Challenge 1: All marketing for ZO on hold! • Challenge 2: Tealium not yet deployed on other products. Solution: Optimizely’s built-in Audience Builder! – No waiting for further CDP deployment/expansion. – No dev or data engineering support needed. Plans Derailed
- 18. Quick pivot to new areas of opportunity. Ex: 3D Virtual Home Tours LP, intended for Agents and Photographers, saw a 4x traffic increase. – How many of the new visitors were buyers looking to tour homes virtually? – How many were sellers wanting to create a virtual tour for their home? Pivoting to Maintain Momentum
- 19. Resource Center built for educating and answering questions - not as a conversion driver. Identifying Audiences During the Pause COVID-19 Resource Center Likely Home Buyers Likely Renters and Landlords Likely Home Sellers Likely Mortgage Shoppers Life at Home Market Updates Ample opportunity for customers to self-identify: • “Can I still sell my home during COVID?” • “How can I view virtual tours for homes I want to buy?” • “I’m an agent--what does this mean for my listings?” • “How can I take advantage of low rates to refinance?
- 20. • All created with the built-in Audience Builder. • Backfill with Tealium audiences as it’s rolled out. Getting A Jump On Restarting 50+ Audiences 6 Personas
- 21. • Snagged code from Optimizely’s GitHub library • Borrowed an hour of dev time to tweak CSS • Deployed COVID-19 banners across multiple sites • Provided important customer messaging without derailing other mission-critical work Extensions Gave Us Flexibility
- 22. With Optimizely’s help, Zillow is building a bridge across the “chasm of despair” to make radically simpler real estate transactions!
- 23. Thank you!! Jason Tabert Sr. Marketing Specialist - Conversion Rate Optimization jasontab@zillowgroup.com