We launched advertising campaigns in myTarget and VKontakte, separately connecting the A/B test tool within the Marquiz service itself. The link to both options was the same, so there was no need to create separate campaigns within advertising accounts. And this significantly simplified the launch and management of advertising, and also affected the purity of the experiment: otherwise, there could have been an overbalance of traffic to one or another quiz option due to the peculiarities of the advertising system algorithms.
The winning option
The advertising budget for the experiment was enough to collect the statistics necessary to evaluate the results in a week.
The quiz survey was the leader in terms of the number of requests: with a 5.5-fold advantage in primary requests and a 3-fold advantage in targeted requests. 100% of the traffic was directed to it.
In the following week of working on advertising campaigns, we conduit cn mobile number database managed to reduce the cost of the primary request by 36%, and the cost of the targeted request was reduced by almost 2 times.
Conclusions on the quiz form
Quiz landing, despite its simplicity (no need to choose anything, no need to think about the answers), attracts fewer customers, since it gives nothing in return and does not satisfy the request - interest in selecting and buying an apartment.
Quiz survey - an enticing mechanic, the client is in a dialogue with the company, provides all the input for further consultation. As a result, and this is the most important thing, he receives not only a return call from the manager, but also a more prompt selection of apartments according to his parameters.
Not only the contacts of users were transferred to the sales department, but also their answers - therefore, the approach to processing applications became more personalized.
Thus, the quiz, thanks to the engaging mechanics and additional motivation for the user, allows for greater audience involvement and a high return on advertising investments in targeted advertising. But, like all tools, it requires testing and competent use.