EmCasa profile
A different way to convert and increase retention
Project Backgroung
In 2019, we faced a tough situation. Our company was pouring a ton of money into marketing, but we just weren't seeing the results we expected. Our lead generation efforts were falling short, with a high bounce rate and poor conversion rate compared to our visitor numbers.
My role
As a Product Designer, I collaborated with the Product Manager and Tech Lead to develop a feature that collects visitor data to suggest real estate listings based on their profile preferences. I was responsible for:
• User research
• User testing
• Wireframes and prototypes
• Release strategies
• Interface
• User research
• User testing
• Wireframes and prototypes
• Release strategies
• Interface
Problems
The ads displayed only a limited range of listings, which meant visitors were seeing only a fraction of the available options. We needed to optimize our campaigns to increase the number of real estate listings viewed per user, ultimately boosting the metric for scheduled visits.
Our approach
We aimed to understand the primary user journeys, the actual volume of traffic reaching the website, and how users behaved once they were there.
What we found
Users primarily navigated listings through the campaign carousel rather than on the website itself.
Most users accessed only the listing page and rarely ventured to the search function.
The average time per user session was lower than expected when compared to typical buyer behavior.
What we want to do
We wanted to remember the clients who click on campaigns and drop off, that we exist. To do that, the plan was:
Get new users to became recurrent users
Increase average listings viewed per user
Get their contact
Make them want to schedule a visit
How we did it
We made a strategic decision to invest in a recommendation robot. Initially, we implemented a form that collects user preferences and sends 5 recommendations via WhatsApp. To promote this feature, we placed banners on both the Listing Detail page and Homepage. Additionally, brokers began filling out this form for clients during their initial visit.
Profile onboarding
Profile form
Making search, a client logged area
The EmCasa profile was already well established. We had almost 1% of the visitors completing the form, and interacting with the recommendations. Looking through data, I discover that there was an association between people with profiles and sales. The search page was outdated. To connect the experience between the profile and the listing page, I decided to concentrate the user activities on the search page. The outcomes of this page were:
Search using filters
Manage your favorite listings
Change your preferences
See the recommendations
Sections of search