Increasing rental conversion at QuintoAndar | 2021
About QuintoAndar
QuintoAndar is the largest housing platform in Latin America, simplifying the process of finding a new home. The company was the ninth Brazilian startup, and the first proptech to achieve “unicorn” status. In 2021, it announced that it had surpassed the BRL 50 billion mark in assets under management, in addition to more than US$ 5 billion in market value.
About my Squad
My squad, For Rent Agents, was responsible for improving the broker and tenant experience at QuintoAndar during the search and visit stages.
My role
Conducting all research and user testing, designing the solution, and adjusting it based on metrics I tracked using tools like Amplitude and Hotjar.
Why is this project in my portfolio?
Involves qualitative and quantitative data
It required a deep analysis between qualitative and quantitative data.
It didn't go as expected
There were several twists and turns and moments where the project seemed to "go wrong".
Changed the broker model in the company
Generated inputs for a change in the QuintoAndar's visit model.
Topics:
- Research
- UI using Figma
- User testing
- Measuring using Amplitude and Hotjar
Problem
The tenant's contact with a broker only started through scheduling a visit.
This allowed us to lose customers who would like to talk to the broker and also impacted our conversion, as some customers scheduled the visit just to receive contact from the broker and, after clarifying their doubts, canceled the visit.
What was the hypothesis?
If we allow the tenant to contact the broker before scheduling a visit, we will be able to convert a customer who would otherwise drop out of the funnel into a visit.
Thus, the broker would be used as a lever for listing page view to visit booked.
Objective #1: Increase Top of the Funnel
Success Metric: 12% increase in views on ad to visit booked.
Objective #2: Qualify Clients
By improving the middle of the funnel, we can avoid unproductive visits and optimize the offers sent. Increase in visit booked to visit completed.
Objective #3: Close More Contracts
Ultimately, we want to increase the number of signed contracts/rented properties. Increase in visit completed to contract signed.
Research
How do we test our hypothesis?
We decided to conduct an experiment by including a "Talk to Agent" button in the property advertisement.
Experiment
We used the banner component of the design system due to its easy implementation and necessary prominence for the experiment.
A new inquiry from a client to the broker would arrive like this:
After launching, something wasn't working
We were increasing conversion in visits, but not enough
We were 8,5% below the 12% increase expected 15 days after launch.
Interviews to understand what was wrong
Main finding related to the problem:
It is common for clients not to remember that they opened a Talk to Agent
Many tenants send a "Talk to agent" and ask questions that do not prevent them from scheduling the visit. Therefore, forgetting this request was common during the research.
Problem Analysis and the banner blindness phenomenon
There is a large discrepancy between ad views and TTA's banner clicks
Hotjar
The TTA's banner is being seen only by a reduced part of the ad visitors.
Amplitude
Since customers did not remember having opened a Talk to Agent, as we learned on the qualitative research, I hypothesized that the broker's service was not the turning point.
Relation between listing page views and banner views:
Approximately 80% of users who access a listing do not reach the TTA banner. Out of the 20% who theoretically viewed the banner, 1.2% click on the TTA's CTA.
The Talk to Agent may be suffering from the banner blindness phenomenon
Test A/B/C
For 15 days, the following scenarios were tested in an A/B/C test.
A ⅓ without changes: Maintaining the same position as TTA.
B ⅓ TTA on top: Move "TTA" to a higher location and display it as a button outside of the banner.
C ⅓ control group: Without TTA.
The results indicated that keeping TTA in the ad did not provide clear advantages. Group B had only 0.66% more conversion than the control group.
Results
How it was solved
Based on qualitative data, we were certain that TTA and the improvement it provides on the relationship between broker and tenant could add value to the company.
With this bet in mind, I sought to understand the whole. To do this, I created a blueprint, mapping the entire journey.
Opportunities I found using the blueprint to apply Talk to Agent
🧑💼 CX (human support)
Enable the CX analyst to refer a potential tenant to a broker for assistance.
🤖 Whatsapp (bot)
The bot identifies the user's intention to rent a property and offers a link to request a broker through TTA.
TTA Results in CX
Shortly after its release, it achieved a conversion rate from TTA to contract above expectations (15%) and proved to be much better than TTA in advertising.
What happened next...
1- TTA as benchmarking
TTA has also been adopted in For sale vertical of QuintoAndar.
2- Fixed real estate broker
TTA started the model of the broker fixed with the client. This model became the standard for all visits, with or without TTA.
Why was my performance impactful in this project?
To execute, monitor, and reformulate this project, different levels and types of analysis were necessary: research with different users, planning and monitoring of A/B testing, analysis of product funnel numbers, heat map analysis, and feature reformulation to impact the expected metric.
Thank you!
