Turning dream homes into data: Zillow’s 2–3X ROI blueprint

Introduction

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.

How Zillow uses data and mobile to guide 233M users home

a man and a woman sitting in chairs with a glowing circle behind them

Zillow is the #1 real estate marketplace in the U.S., with 233 million unique monthly users. The company is expanding from a search platform to a full-service home-buying experience, including financing and agent services.
Ravi Kandikonda, Chief Marketing Officer at Zillow, began his career as a data analyst and predictive modeler focused on understanding consumer behavior. His data-driven background directly informs his role today, leading marketing for a company that’s transforming into a full-service, digitally optimized home-buying platform.
Zillow’s mobile app is now the primary driver of user interaction, signaling a successful shift to a mobile-first strategy.

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 runs thousands of experiments daily—from product features to marketing campaigns—using data as the foundation for strategic decisions.
All testing is aligned with Zillow’s mission to “make home a reality for more and more people,” ensuring that experiments support clearly defined outcomes.
Zillow prioritizes testing by defining well-defined KPIs for each stage of the customer journey, focusing efforts on experiments that directly impact business results.

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

Zillow uses an integrated tech stack to enable highly targeted messaging even before user authentication.
Optimizely powers micro-segment and geo-targeted messaging, allowing the marketing team to launch personalized experiences efficiently across customer touchpoints.
Zillow’s Conversion Rate Optimization (CRO) program has delivered 2–3x ROI, including gains in both marketing performance and internal efficiency.

The future of experimentation and trust-built Personalization

Ravi sees the biggest opportunity in the experimentation industry as simplifying the process—enabling teams to more easily brainstorm, organize, and launch tests, so they can focus on delivering a better customer experience.
As Gen Z approaches homebuying age, Zillow is preparing by staying in tune with cultural trends and maintaining authenticity, ensuring the brand reflects customers’ evolving needs and behaviors.

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.