How could Zoopla optimise its conversions?
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This document summarizes an analysis of Zoopla's onboarding process and suggestions for improvement. The analysis found that Zoopla effectively uses principles like picture superiority and clear breadcrumbs, but could improve in areas like call-to-action color choice, advertising placement, page view emphasis, and property detail information provided. The document proposes tactics like differentiating elements visually, emphasizing scarcity more clearly, and providing more initial property details to address these issues and potentially increase engagement and revenue.
How could Zoopla optimise its conversions?
- 1. Online Persuasions Insiders 2017 Benjamin Ligier CRO Project Manager How could Zoopla optimise its conversions?
- 2. An analysis of ZOOPLA’s onboarding process I reveal what’s working, what’s not quite working, and suggest some changes to help increase the site’s engagement and revenue… 2 neuroscience ✔ principles applied 5 mistakes ✘ to correct 3 proposals for improvement
- 3. My daily commute to work is very long and I wish I lived closer to the office to save some precious time every day. My colleague who lives only 7 minutes away from the office told me he found an amazing place with Zoopla.com and recommended that I have a look. As a Conversion Optimisation Consultant, I couldn’t help but take note of some of the site’s great features - but there are also some areas for improvement... Join me on my user journey and discover some of the Tactics applied on this website. The context
- 4. Good quality pictures as well as icons. I can easily see the main information I need. Observation Picture Superiority Effect ✔
- 5. Orange is a warning rather than positive colour and not a good choice for a Call-to-Action. Mixed with “request details”…not a very reassuring or persuasive message. Von Restorff Effect ✘ Observation
- 6. Why would you put an advert just below the CTA? Especially using the same colour as the CTA … Attention ratio ✘ Observation
- 7. Clear breadcrumb means I know exactly where I am in case I want to go back to the main product listing. Processing Efficacy ✔ Observation
- 8. While scrolling down the page I noticed the page view count is quite hidden to the side of the page… Focusing effect ✘ Observation
- 9. 359 people have been viewing this very fancy property… this feature should add a little pressure but in fact, it’s only 11 people a day. Scarcity ✘ Observation
- 10. Very standard and general information. I want to know how many fireplaces and balconies, and also the size of the garden… Information Bias ✘ Observation
- 11. Now let’s see what improvements we could recommend using Scenario Tactics and SmartEditor™ What’s next
- 14. I am creating a contrast between the Scarcity element, the Call-to-action and the rest of the page by using different colours. Von Restorff Effect ✔ Proposal I emphasised the scarcity effect by decreasing the number of days, changing "page views" to "people" and using a different colour. Scarcity ✔ 79 people viewed this page in the last 3 days
- 15. I’ve added more detail so there is as much information as possible before needing to request further details. Proposal Information Bias ✔
- 16. Improved version