Case study of realtor website improvements
And now look at the previous attempt to segment the traffic – it’s still on the site but the most valuable customers (those wanting a valuation prior to selling) are not clicking on the links at all.
So why is the offer of an ebook not compelling?
We analysed the website traffic and sought to understand the “buyer personas” of visitors. When an apartment owner is thinking of selling the first thing they do is to get their property valued. Hence the need to put valuation front and centre of the offer.
But an ebook explaining the process and showcasing the skill of the team is not enough in itself to get visitors to click. Many don’t want an ebook – but they do want other things. There were no clicks on the left box which offered valuations. This was a problem for the firm.
Creating a landing page with ALL the information a buyer, a seller or a seller wanting a valuation needs was the solution – the ebook is also offered there but so is a tonne of other useful data including podcast episodes, contact details and other resources appropriate for their needs.
Interestingly, the top menu includes a link to “buy” but this gets only around 3% of all clicks whereas the big button has 300% more.
Result? More clicks, more valuation enquiries.