Results: Which button combination increased property leads?

Which button combination increased property leads?

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Difference Between Versions:

Version A – Three ways to contact the listing agent: through WhatsApp, by requesting a visit, or asking for more information
Version B – Two ways to contact the listing agent: by requesting a visit or asking for more information


Key Performance Indicator (KPI): 

Contact inquires


Test Goal:

Increase leads contacting a property listing agent

 

Traffic Source:

All traffic; 98% Brazilian audience

 

Audience: 

Brazilians interested in renting or buying property

 

Organization: 

ViviaReal - Brazil's largest real estate marketplace

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Test Run By and For

VivaReal

Test Run On

Google Optimize

WINNING VERSION

A

Poll Results - The Best Guesses:

Which button combination increased property leads?

  • Version A
  • Version B
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The version with three buttons won!

But, the test was much more complex than simply evaluating the number of buttons. Read on to find out more. . .


Test Details & Background:

VivaReal, Brazil’s largest real estate marketplace, with over 5 million home and rental property listings, conducted this brain-bending button study in-house on their own site.

Testing multiple combinations of both button copy and contact button options, across desktop and mobile devices, the testing team wanted to determine the best way to increase leads contacting a property agent.

Through detailed data analysis, they deduced 80% of leads were contacting agents through asynchronous messaging apps, like WhatsApp and Telegram. These instant messaging platform allow users to text and call others around the world — for free. Because the apps connect through the Internet a data plan, or WiFi, isn’t needed to send messages.

With insight about how leads were interacting with agents, the testing team wanted to definitively determine if adding a WhatsApp contact button would facilitate leads to request more information about properties of interest.

 

Poll Results - The Best Guesses:

Which button combination increased property leads?

  • Version A
  • Version B
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