Is your estate agency website losing leads and money?
Everyone likes their website to get more traffic but are you making the most out of your current traffic? Do you even know any details about that traffic? It feels like a totally different land compared to offline traditional marketing methods for estate agents but digital is becoming more important and cost effective than offline counterparts.
Why can you get quick wins from looking at analytics?
To put it simply, you can look at traffic figures all day long but if you don’t look deeper your website could be doing your brand more harm than good. Imagine if you get 10,000 visitors per month but 98% of them don’t find what they are looking for. So you only really have 200 true visitors, the conversion rate is 1% and you end up with 2 contacts from your original 10,000! This is an extreme example but serves to prove a point, any website could get more leads from existing traffic and this is often much easier and cheaper than increasing the traffic itself.
Check your website does not have any script errors
We covered the basics in another article for Google Analytics – 5 things that Estate Agents should check in Google Analytics. Another check you need to do is to make sure your website is free of script errors so the code can run properly, this also helps your rankings in the search engines. Here is an example of how to check –
Using the Google Chrome browser right click (anywhere on a page) and click Inspect, when the inspect panel appears click on the Console tab and this will show script errors for the page. These errors need to be fixed to guarantee your tracking script is working correctly as these can potentially block tracking scripts from running. Fixing these will also show Google you have an error free site and that users will likely have a better experience, giving you potentially a better ranking (if only very slightly).
Where to start with improving your website
First we need to find out where your website needs to be improved, this can be done by looking at Google Analytics go to Behaviour > Site Content > All Pages this shows you a list of pages ordered by views of your website. We can now filter that to see the worst performing pages by clicking on the Bounce Rate column header to sort the data by that column. This will order it by bounce rate but this does not give a very clear picture as you may have pages that have only been viewed by 1 person and they bounced so the bounce rate is 100%. What we can do is click on the following drop down and making the results weighted.
This allows us to see a more balanced view of pages that are weighted by visits and bounce rate, it will calculate to show the pages with a good amount of traffic and a high bounce rate. These are the pages where your website visitors are leaving the most indicating there are potential issues on these pages.
Looking into the website pages a bit deeper
Now you can see where some of the trouble spots are, have a look at the pages in question, there are few things you can check:
- Check for page script errors as detailed in the first part of this article
- See how long the page takes to load, a lot of people generally won’t hang around for a page to load more than 4 seconds
- See if there is any content on the page that is not correct or is out of context
- Is it obvious what actions/next steps you want the website visitor to make?
- Split the report into a device breakdown to see if it is only happening on mobile or tablet
- Check the traffic sources to the pages, sometimes visitors expect to see certain things when coming from certain source
- See if the issue is on certain browsers as things may appear different and potentially be broken
- Make sure there are relevant calls to action at points over the page, visitors may miss it by having the call to action at the bottom
Get leads from traffic that you can not normally capture
We all know there is no such thing as 0% bounce or exit rate but making sure you are not losing potential instructions by some obvious issue is just good practice. If you are looking to capture more leads from your traffic easily, take a look at the Estate Agent Lead Generator which gets you more conversions from existing traffic you would not normally capture. By using content relevant to the visitors it increases the conversion rate than normal methods.
Overall the main point is you can not stand still in a digital world as the target market is always changing and you need your website to stay relevant and get the most out of the traffic you work hard to get to your website.
If you’d like to discuss in more detail any of the ideas we’ve covered, your digital marketing more broadly or signup to be among the first to find out more about our upcoming Lead Generator tool then please get in touch.