Home & Money

I was tasked with optimizing the customer home buying funnel to increase conversion rate from 3% to 7%. This consisted of extensive industry research, A/B testing, analyzing and data-driven design that led to overall success of this project.

The Home Buyer UX

The Problem

Users were dropping off during the journey funnel, not converting to leads for our agents. This affected overall company and agent sales/revenue. Our conversion rate for leads was just under 3%, a 2% dip from the previous year.

The Research

I started by researching our top competitors to see how their user funnel differed from ours. The biggest learning from this was our journey was considerably longer- giving the user more opportunities to bounce and not convert. We learned our audience wanted a overall quicker experience- consisting of few questions in the form.

The Process

We tested multiple variables including: Illustration vs. photograph, colors, tools tips, chat bot, in-line funnel, limited time offer incentive, testimonials, and an overhaul of the re-design. We studied the users journey using heat maps and analytics on the site to track where they were clicking, what they were interacting with and how long they stayed engaged on the site.

The Solution

We condensed the amount of questions in the user funnel to only include what we needed to know to successfully connect them with a well equipped agent. We learned illustration had a overall higher conversion rate compared to photographs. Tool tips and testimonials increased conversion rate, and a status bar at the top of the funnel decreased our bounce rate.

In-Line Widget

We embedded a home buyer and seller widget on the blog posts of the site where traffic was higher from SEO, we gained a lot of additional leads from this and increased our overall conversion rate by 1.5%.

Mortgage Calculator

Through learning that one of the major drop off points within the funnel was the "budget" section, we added a Mortgage Calculator to the site to help users quickly get an accurate budget for their future home. We added a funnel entry point to the right of this calculator, which ultimately led to increased qualified leads.

Calculator - Desktop HD_edited_edited.jpg