Why Conversion Rate Optimisation is Vital For Property Campaigns (And How To Do It)

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There are many moving parts to a property marketing campaign, but they all funnel towards one thing: generating high quality leads who will become buyers.

For property marketing, this often happens when potential purchasers submit their details through a landing page form, which is why landing page conversion rates are of such high important in any campaign.

Let’s take a deep dive into optimising conversion rates for your landing page.

What is a good conversion rate?

First, let’s define a conversion rate: it’s the percentage of users who complete a desired action, such as registering their details on a landing page.

It’s calculated by dividing the total number of conversions by the total number of viewers or visitors. For example, if a landing page has 1,000 visits per month and 50 of those sign up through the online form, that’s a 5% conversion rate.

As a general rule of thumb, we see 2.5–3% as a “good” conversion rate. 5+% is a strong result and below 2% needs work. We also take traffic quality into account; for example, google display or social traffic is generally of a lower quality than google search traffic, where users are actively looking for a product service.

Why optimising conversion rates is so important for property marketing campaigns

With conversion rates often in single digits, small changes can seem insignificant or not worth prioritising; however, that’s not the case. Even small increases in a conversation rate can lead to substantially more leads.

To demonstrate, let’s say a property development with 2,000 website visitors per month has a landing page with a 1.75% conversion rate. This would result in 35 leads per month – not bad. However, if they were able to increase their conversion rate to 3%, that would then become 60 leads per month.

Not only is this a 71% increase in leads, but the cost per lead (CPL) goes down too. If the CPL was $300 when the conversion rate was 1.75%, it will drop to $175 at 3% – almost half the original CPL.

 

How we optimise conversion rates on your property landing page

1. Focus on a great user experience

A great user experience means a user can easily and intuitively navigate a website and find what they are looking for. There are many factors that contribute towards this, which we assess when looking for improvements to your landing page.

Page loading speeds

The user experience starts before a user even looks at your landing page design, and that’s with the loading speed. People want to consume content quickly online, and statistics show that 40% of users will leave a site if it takes more than 3 seconds to load – that’s a lot of lost leads.

Mobile-first design

With so many of us accessing the internet through our mobile phones, a mobile-friendly website design is essential. A user’s experience on a mobile landing page should be as good as, if not better, than your desktop. With more traffic coming through mobile – and staying through good design – this is where you will see your best results.

Clear navigation and CTAs

Having one clear, easily visible call-to-action on a landing page steers the user to the desired action you want them to take (for a property development, this is usually registering details as an expression of interest). A simple and decluttered design and navigation helps with this.

We also recommend making sure the wording around CTAs is clear and highlights the benefits to the user; if they are going to receive floorplans or a call from an agent, let them know in the copy.

Aspire Case Study

These simple changes can have a significant impact. For example, we made text and colour changes to a CTA button for one of our clients, Aspire Melbourne. As a result, the conversion rate went from 2.3% up to 3.8% (a 67% increase in leads).

Aspire Melbourne Landing Page at a 2.3% conversion rate

 

Aspire Melbourne Landing Page at a 3.8% conversion rate

 

Simple forms

To avoid users abandoning a form before completing it, there are a few things you can do. First, keep it short; Typeform research showed their forms that had more than 6 questions dropped to a completion rate of less than 50%.

 

Move any complex questions to the end of the form, and keep the simple stuff up front, such as name and email. Finally, the addition of a progress bar can improve form completion by providing a visual guide that motivates users to reach the end.

User generated content

User generated content, such as testimonials, can have a considerable influence on conversions: analysis of 1,200 websites showed a solid 3.2% conversion rate with the presence of user-generated content, which jumped by an additional 3.8% when visitors engaged with it.

Testimonials are particularly suited for land estate campaigns, for example, that have a greater longevity in market.

Action-oriented copy 

This kind of copy persuades readers to take a desired action, using clear language and an active voice. With a focus on verbs, phrases like ‘Register today’, ‘Sign up to learn more’ and ‘Download floorplans’ are all examples of action-oriented copy.

Creating a sense of urgency also propels users to take action; consider using phrases such as ‘Don’t miss out’, ‘Be the first’ and ‘Limited remain’.

2. Practice data-driven testing

A/B testing, or split testing, improves conversion rates by testing different variables to see which performs best. By testing changes to headlines, copy and CTAs, we can make design and copy choices based on data, optimising performance by doing so.

We test changes to both landing pages and the online ads directing traffic to your landing page, thereby optimising at multiple stages of the user journey.

3. Use precise targeting for high-quality leads

By creating online or social ads that narrow in on your target audience, we attract higher quality leads to your landing page who are more likely to convert.

One part of optimising conversion rates is actually filtering out who isn’t your audience. Make deciding factors like price, location and product easy and quick to find, so users can eliminate themselves if they’re not likely to convert.

We also recommend being open to refining your target audience based on data insights. For one client’s campaign, our original audience on socials was targeted to ages 35+. We saw many Google enquiries from prospects aged 25-34, however, and so with that insight we decided to open up the targeting on social to capture this audience.

Request a conversion rate optimisation report

In a conversion rate optimisation report, we assess key area of your landing page and suggest improvements. The areas we look at include:

• User experience
• Content
• Lead form analysis
• Visual design
• Call to actions
• Analytics and tracking
• SEO and paid traffic alignment

 

Reach out to our Managing Director, Ant Bray, at anthony@mediaplus.com.au to enquire about your report today.