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Google Optimize helps Milliyet Emlak boost click-to-call rate by 32% and cut cost per call by 56%
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Sales & Marketing
Services
- Data Science Services
The Challenge
Milliyet Emlak is a real estate platform based in Istanbul, Turkey. The platform allows real estate agents and individuals to advertise available properties, and consumers to find a property to rent or buy. Each ad listed on the site includes the phone number of the owner or estate agent. Ensuring that the consumer finds and uses the phone number to make a call is crucial to the platform’s success. Milliyet Emlak had the idea to include a click-to-call button on each property ad, but believed there was still room for improvement. The team came up with a new design for the button and were keen to test the old version against the new one.
About The Customer
Milliyet Emlak is a real estate platform where real estate agents and individuals can advertise available properties, and where consumers can find a property to rent or buy. The platform is based in Istanbul, Turkey. Every ad listed on the site includes the phone number of the owner or estate agent, making it vital for the platform's success that consumers find and use these phone numbers to make calls. The platform had an existing click-to-call button on each property ad, but believed there was room for improvement.
The Solution
Milliyet Emlak turned to Google Optimize to support their A/B testing needs. They were already using Analytics 360, and because Analytics 360 and Optimize are natively integrated, there was no need to implement a new platform. Milliyet was able to run their test quickly and easily. The test showed that the new button was a clear improvement, so it was rolled out across the site. This simple change led to significant improvements in Milliyet Emlak’s click-to-call rate and cost per call.
Operational Impact
Quantitative Benefit
