I was looking at different CRE websites the other day. First, it was amazing to me how difficult it was to get to the “search properties” section. After all, isn’t search the first place people want to go?
But…what if I’ve been wrong all along? Maybe people really do want to read about the company profile…or they’re going straight to the employment page. Time to check the stats!
As it turns out, search is where most people want to go – but not by the overwhelming number I expected. For the site stats I had, 51% went to the search page after landing on the main page.
So where is the other 49% going? The largest page type segment was “contact” information – office addresses/location and – another surprise – the agent finder page (though I sometimes suspect it’s agents looking themselves up…).
After contact information, the “featured properties” link was most popular. On this particular site, these are properties with their own web page, typically high value ones. But since users were clicking on the “more featured properties” link, it made me wonder if users thought they were going to the search page…so those stats aren’t included in the chart. Let’s say those would add another 3% to search related visits.
Of all those “company info” pages, few generated more than 2% of the total or all page clicks with company overview, services, market reports and employment the most popular.
Now, time on each page…as in is anyone actually reading this stuff? Turns out they are. Most of the pages in the chart averaged about 2 minutes each. People spent more time on the featured property sites (some as long as a half hour…) though a handful of agent pages had unusually long time on page statistics.
The takeaway is that users are actually reading that “other stuff” on you website. Who’d have thought…