Approach
We strategically decided on a mobile funnel, which we optimized again and again over several months. In the funnel itself, we used a switch to test whether customers preferred to get in touch via WhatsApp or email. The task was to find out how this affects our cost per lead. The test clearly showed that leads via WhatsApp Messenger are significantly cheaper and also convert better. With this in mind, we optimized the funnel and focused exclusively on WhatsApp contacts. Finally, we also expanded the channel mix to build more touchpoints.