Project summary

Issue

Our search was clunky

Users were dropping and views were down

Metrics were all over the place and wrong

We were getting too big!

The work

Understand the problem

Make it work for our users

Make it mobile first

Outcome

Search to view conversion increase by 75%

Stopped an A/B test short as the new variant was performing too well to ignore

“Despite a 27% year-to-date increase in available property stock and 39% year-to-date increase in on-site users, UniHomes is experiencing a 26% year-on-year decline in user to lead conversion.”

Product Design Assessment

UniHomes' portfolio had increased leading to a glut of properties

An increase of 27% in available stock and 39% in users, but lower conversion YoY. Conclusion: users just couldn't find what they needed.

But actually filtering down to find what you need was a nightmare

It became a game of who could share the most broken user experience recording of the existing filters. They simply didn't work.

The primary user base wasn't being accounted for

Our primary user-base were on mobile devices, but the site was designed with mobile as an afterthought. The result - a bad user experience leading to lower conversions.

Solution

Cutting down the noise on the page
Optimising key information and touch points for mobile
All based on user feedback, analytics and suggestions

Improving mobile navigation touch points
Removing confusing buttons from the top of the filter modals

Removing unnecessary and inconsistent filter interactions
All whilst retaining the filter hierarchy

Nesting "less-vital" filters to reduce clutter cognitive load where possible
Adding clear CTA actions and increasing the touch point spacing
Adding dynamic counts for filters to provide the user with immediate feedback

From this

To this

Increasing lead conversion to 75%

Sometimes the simplest solutions are the best.

UniHomes

Product Design

Prop-tech

The results

+83%

User engagement with filters

Essentially a straight veritcal line in the data

75%

The new conversion rate from search to listing

A huge increase in users finding their perfect home

Generally improved

Overal stats for search to enquiry

Creating genuine leads for our agents

5 days

How long it took to roll out

The A/B variant was performing so well, SMT requested an immediate rollout