Introduction
Introduction
Rever is the first Proptech company in Southeast Asia, known for its expertise in providing verified real estate experiences. Primary property projects typically draw significant customer interest and serve as one of Rever's main products. Buyers depend on websites to gather detailed insights before investing in properties, so they expect clear and comprehensive information. As a result, our team has upgraded the Project details page to offer more support to buyers in their decision-making process
Rever is the first Proptech company in Southeast Asia, known for its expertise in providing verified real estate experiences. Primary property projects typically draw significant customer interest and serve as one of Rever's main products. Buyers depend on websites to gather detailed insights before investing in properties, so they expect clear and comprehensive information. As a result, our team has upgraded the Project details page to offer more support to buyers in their decision-making process
Problem statement
Problem statement
Homebuyers feel disappointed and dissatisfied when they fail to gather sufficient information necessary for decision-making regarding real estate projects. The lack of information leaves users feeling uncertain and unable to visualize the suitability of the project for their needs, thereby having a suspiciona about the website's ability to provide accurate information and the credibility of the Project. As a result, this leads to a decrease in conversion rates to potential customers and missed opportunities for revenue growth for businesses.
Homebuyers feel disappointed and dissatisfied when they fail to gather sufficient information necessary for decision-making regarding real estate projects. The lack of information leaves users feeling uncertain and unable to visualize the suitability of the project for their needs, thereby having a suspiciona about the website's ability to provide accurate information and the credibility of the Project. As a result, this leads to a decrease in conversion rates to potential customers and missed opportunities for revenue growth for businesses.
Goal
01
Become a trustworthy website for users when looking for information.
Become a trustworthy website for users when looking for information.
Users can get the majority of the official information they need about any primary project. The news is regularly updated with intuitive images.
Users can get the majority of the official information they need about any primary project. The news is regularly updated with intuitive images.
02
Increase form submission rate and time spent on site.
Increase form submission rate and time spent on site.
In addition to delivering helpful information to buyers, it is also vital to guarantee commercial benefits such as lead quantity, conversion rate or active user
In addition to delivering helpful information to buyers, it is also vital to guarantee commercial benefits such as lead quantity, conversion rate or active user
03
Design the nice looking interface without causing conflicts visual between pages.
Design the nice looking interface without causing conflicts visual between pages.
We need to refine some UI sections that are not consistent and hard to fully display in viewport. However, as it is not a revamp for the entire Rever website, but only a redesign for the Project page, it is necessary to ensure that users are not confused when navigating between the project page and other pages.
We need to refine some UI sections that are not consistent and hard to fully display in viewport. However, as it is not a revamp for the entire Rever website, but only a redesign for the Project page, it is necessary to ensure that users are not confused when navigating between the project page and other pages.
Data Analyse
Data Analyse
Before implementing the Redesign project, we used Google Analytics to observe metrics across the entire Rever.vn site for 6 months from March 1st to August 24th. We track things like category traffic, bounce rate, user flow funnels,... to assess which issues needed to be prioritized. This gave us these following average numbers:
Before implementing the Redesign project, we used Google Analytics to observe metrics across the entire Rever.vn site for 6 months from March 1st to August 24th. We track things like category traffic, bounce rate, user flow funnels,... to assess which issues needed to be prioritized. This gave us these following average numbers:
70%
70%
70%
traffic to the project page is from paid sources
traffic to the project page is from paid sources
traffic to the project page is from paid sources
82%
82%
82%
bounce rate on the Project page only
bounce rate on the Project page only
bounce rate on the Project page only
1m17s
1m17s
1m17s
average time user spent on Project page
average time user spent on Project page
average time user spent on Project page
3,5%
3,5%
3,5%
form submission rate
form submission rate
form submission rate
The data above shows that the company invests a lot of marketing costs in project-related content, but the results come out not effective. This is shown by:
The bounce rate of the project page is higher than the entire website (71%).
The time on site of the project page is less than half that of the entire site (2m22s).
The form submission rate is too low
The data above shows that the company invests a lot of marketing costs in project-related content, but the results come out not effective. This is shown by:
The bounce rate of the project page is higher than the entire website (71%).
The time on site of the project page is less than half that of the entire site (2m22s).
The form submission rate is too low
Research
Research
According to the study "REAL ESTATE SEARCH JOURNEY 2021" by Batdongsan.com with data on over 1000 customers, it can be seen that the information that buyers are interested in, in order of priority, includes:
According to the study "REAL ESTATE SEARCH JOURNEY 2021" by Batdongsan.com with data on over 1000 customers, it can be seen that the information that buyers are interested in, in order of priority, includes:
1.
Location
2.
Media stuff (image, video)
3.
Amenity
4.
Legal
5.
Project details
6.
Sale policy
7.
Investor
8.
Project review
Source: Batdongsan.com, "The Real Estate Search Journey 2021"
The project search journey requires potential homebuyers to analyze a lot of information. The more detailed and transparent the information is, the more it will be trusted by users. Therefore, in order to retain users, it is necessary to provide a list of information that is as detailed and complete as possible.
The project search journey requires potential homebuyers to analyze a lot of information. The more detailed and transparent the information is, the more it will be trusted by users. Therefore, in order to retain users, it is necessary to provide a list of information that is as detailed and complete as possible.
Finding from sale team
Finding from sale team
In this project, for time saving, instead of conducting end-user interviews, we talk to Sales Team, who are not only close to the buyers and but also a genuinely website user. Discuss with sales team has the following advantages:
Sales man are close to the end-user and support customers during the buying/selling process. Therefore, they will be able to obtain the most honest feedback and provide the real difficulties and desires of the user.
Each salesperson interacts with many customers, so the data they provide is quantitative, helping us to identify which pain points cause the most annoying and prioritize them.
The website convert leads for Agents, so the conversion ability also affects the quality of leads that sales take care of.
In this project, for time saving, instead of conducting end-user interviews, we talk to Sales Team, who are not only close to the buyers and but also a genuinely website user. Discuss with sales team has the following advantages:
Sales man are close to the end-user and support customers during the buying/selling process. Therefore, they will be able to obtain the most honest feedback and provide the real difficulties and desires of the user.
Each salesperson interacts with many customers, so the data they provide is quantitative, helping us to identify which pain points cause the most annoying and prioritize them.
The website convert leads for Agents, so the conversion ability also affects the quality of leads that sales take care of.
Here is some insights we get:
Here is some insights we get:
Old design audit
Old design audit
Final Design
Final Design
Based on data from Google Analytics, 72% users access Rever.vn via mobile phones. Therefore, we firstly developed the mobile UI version to optimize display on iOS Android, then scaled it up for the PC version. Here are some highlight adjustments compared to the old version:
Provide more information section meet the user need, such as: Sale Policy, Layout Apartment, Price Comparison, Surrounding Area, Similar Project.
Standardize colors, alignment to remain consistency
Offer media options such as Video and 360 Panorama
Redesign the fixed side-bar to optimize the hierarchy and readability
Offer sticky tab for quickly navigation
Based on data from Google Analytics, 72% users access Rever.vn via mobile phones. Therefore, we firstly developed the mobile UI version to optimize display on iOS Android, then scaled it up for the PC version. Here are some highlight adjustments compared to the old version:
Provide more information section meet the user need, such as: Sale Policy, Layout Apartment, Price Comparison, Surrounding Area, Similar Project.
Standardize colors, alignment to remain consistency
Offer media options such as Video and 360 Panorama
Redesign the fixed side-bar to optimize the hierarchy and readability
Offer sticky tab for quickly navigation
How we test & Result
How we test & Result
A/B Testing
We used Google Analytics to conduct A/B testing for 3 weeks on 2 projects that were advertised at that time, and the results are as follows
We used Google Analytics to conduct A/B testing for 3 weeks on 2 projects that were advertised at that time, and the results are as follows
Others metric
After applying the new version to all project pages, we also need to continue tracking the below metrics:
After applying the new version to all project pages, we also need to continue tracking the below metrics:
Time on site
Scroll Depth
Bounce rate
Form Submission rate
Time on site
Scroll Depth
Bounce rate
Form Submission rate
Lesson learned
Lesson learned
It is important to be careful in choosing metrics and events to track when A/B Testing to avoid duplicate events and get the most accurate data.
It is not always required to make a complete adjustment to achieve effectiveness; minor, relevant improvements will certainly have a positive influence with less effort.
How to have an effective collaboration with Marketing team & Property Project Team
We prioritized finding a balance between user needs and business benefits, which is why we not only provided additional information for users but also included more call-to-action (CTA) buttons in relevant sections. These added buttons may cause annoying but ensuring user is aware of the button
It is important to be careful in choosing metrics and events to track when A/B Testing to avoid duplicate events and get the most accurate data.
It is not always required to make a complete adjustment to achieve effectiveness; minor, relevant improvements will certainly have a positive influence with less effort.
How to have an effective collaboration with Marketing team & Property Project Team
We prioritized finding a balance between user needs and business benefits, which is why we not only provided additional information for users but also included more call-to-action (CTA) buttons in relevant sections. These added buttons may cause annoying but ensuring user is aware of the button
