Zillow is the leading real estate marketplace in the U.S., helping millions of users find homes, connect with agents, secure financing, and more. In this segment of Customer Confidential, Zillow's Chief Marketing Officer, Ravi Kandikonda, shares their journey of using data and experimentation to personalize the user experience and drive engagement. By leveraging advanced tools like Optimizely and a robust tech stack, they continue to innovate, maintaining a strong brand presence while preparing for the next generation of homebuyers.
Turning dream homes into data: Zillow’s 2–3X ROI blueprint
Zillow's Chief Marketing Officer, Ravi Kandikonda, shares how they use data and experimentation to personalize the user experience and drive engagement.
Industry
Real estate
Company
Products used
PersonalizationWeb Experimentation
Introduction
How Zillow uses data and mobile to guide 233M users home
Testing on the moments that matter
Zillow focuses on identifying critical touchpoints in the customer journey, tailoring content to match users' specific needs, whether they’re dreaming of a future home or actively planning to buy.
They employ different channels—such as the app, social media, and email alerts—based on where users are in their decision-making process, ensuring relevant engagement at every stage.
Tests focused on new areas, such as multifamily rentals, led to significant revenue growth, prompting Zillow to increase investment in these areas for even greater returns.
We ran a test, testing out multifamily rentals messaging in our brand campaign, and it was an astounding success. So we immediately doubled up on that investment, and it is one of our largest revenue growth drivers now.
Ravi Kandikonda — Zillow
Boosting user engagement with testing and Personalization
Zillow tracks key metrics like user engagement and repeat visits to ensure they maintain their market position and keep users coming back.
The company aims to create a compelling experience that excites users to return, with personalized recommendations that spark interest in home buying and renting.
Zillow prioritizes rapid testing and iteration to understand user preferences and continuously refine their content across different platforms.
The goal of one-on-one personalization is still a dream for pretty much all of the industry, right? We are actually way ahead of the curve in terms of sending the right kind of content and recommendations to our customers.
Ravi Kandikonda — Zillow
Scaling experimentation to drive strategy and ROI
Zillow’s formula: Fast testing, smart strategy, relentless customer focus
Zillow leverages Optimizely’s agile low-code platform to run rapid, data-driven tests—empowering marketers to learn what works before full rollout.
A clear segmentation strategy and measurable objectives ensure that every test supports broader business goals and delivers targeted, relevant experiences.
Zillow’s comprehensive experimentation program enables constant optimization—helping the company refine its digital experience and stay ahead of customer expectations.
Driving ROI with Personalization at scale
The future of experimentation and trust-built Personalization
Conclusion
Zillow's commitment to innovation and data-driven decision-making is evident in their ability to continuously evolve the digital experience for users. By leveraging a sophisticated marketing tech stack and Optimizely's Personalization capabilities, Zillow has enhanced engagement, achieving 2-3x ROI on their conversion rate optimization efforts. Their focus on understanding customer needs—whether through micro-segmentation or geo-targeting—has enabled them to deliver personalized experiences that keep users coming back. With a strategic emphasis on brand trust and a relentless drive to remove complexity in experimentation, Zillow is well-positioned to stay ahead in the competitive real estate market, ensuring a seamless experience for both current and future homebuyers.