3 common mistakes on property websites
Why is the website’s conversion rate below expectations? Why do users spend so little time on it? Why is there no increase in usage statistics from campaigns directing traffic to the website? The reasons for these issues are usually mistakes that can be avoided if we are only sufficiently aware of their severity. Below are 3 major mistakes commonly seen on property websites.
1. INSUFFICIENT RESPONSIVENESS
The number of users browsing websites on mobile devices is constantly rising. The increasingly large share of mobile traffic has already become a global trend. According to StatCounter, mobile traffic accounts for 39% of all website visits. In the report Digital in 2016 by We Are Social, StatCounter indicates that Poland is the sixth country in the world in terms of the share of mobile traffic, with 51% of website visits on smartphones and tablets. How does it bode for websites that are not properly adjusted for mobile devices? It is now self-evident that users accessing the Internet from their smartphones and tablets will not direct their attention to a website that is not sufficiently transparent and does not allow smooth navigation. Displaying photos, navigating to other subpages and actions such as filling out forms should be convenient and intuitive both on personal computers and mobile devices. Responsiveness is the key to creating an effective website in the 21st century.
2. DEVELOPING WEBSITES IN FLASH
Could there be anything worse than an incorrectly displayed website? Of course: a website that is ill-adjusted to the requirements of modern web browsers. This is the case in websites developed in the Adobe Flash technology, which is slowly becoming a relic of the past. The program is no longer developed by its manufacturer — as the technological environment keeps on changing, Flash has come to a standstill. Thus, it is not possible for websites developed in the discontinued technology to meet the constantly changing requirements of the web browsers. Flash websites are no longer displayed in the Chrome and Safari browsers, which means that users of these browsers and Apples devices cannot open websites created in Adobe Flash. How to avoid developing your website in an obsolete technology? Entrusting the development of the website to experts helps to steer clear of such mistakes. The online environment is highly dynamic, and therefore only specialists can suggest solutions that will ensure the optimal functionality and usability of the website.
3. LACK OF UP-TO-DATE INFORMATION
Technological mistakes can render users unable to retrieve information from the website, which in turn discourages them from exploring the site any further. However, a common and fundamental mistake in real estate websites is the lack of proper information. Putting content, SEO and user trust to the side, it is important to acknowledge how important it is in the real estate industry to offer up-to-date data. When presenting space for sale or lease on a website, you can capture the attention of a potential client already at the level of their search. Naturally, this only the case if the website presents adequate information, which is often a derivative of integrating the website with a CRM system that allows automatic updates. Upon seeing a property that meets their expectations, users are more likely to send a request, fill out a form or make a phone call. Content updates testify to the company’s attention to the client’s needs and the image of an active market agent.