Win Report: How analysis rescued a web site rebrand

[ad_1]

Printed: December 2023

The next is a part of our Win Stories sequence, offering an “beneath the hood” take a look at how we apply the CRE methodology™ to develop our purchasers’ companies—revealing the analysis we conduct, concepts we create, assessments we run, and insights we offer.

Within the subsequent three minutes, we’ll present you ways we utilized the CRE Methodology™ to a web site rebranding and helped an incredible enterprise get again on observe.

A wireframe of the control showing that once you’ve scrolled, you’ll no longer see the call to action.

RealEstateU offers high-quality on-line schooling for these looking for a U.S. actual property license. They’ve served over 225,000 college students and are rated 4.5/5 by the Higher Enterprise Bureau.

Regardless of these achievements, RealEstateU’s web site had an issue.

Background: A pointy fall in gross sales

Simply as we got here on board, the corporate accomplished a long-planned rebrand, launching a brand new web site with daring colours and an edgier tone.

A mobile screen shot of the control version of the new website with bold colors and an edgier tone.

Sadly, RealEstateU’s gross sales fell 30% in a single day.

Sadly, this isn’t uncommon. As we are saying in our article, The right way to inform in case your costly new web site is ineffective:

“That’s how most web site redesign tasks occur. The company builds an exquisite web site, one that might look nice in its portfolio. However it has little interest in measuring how properly the web site works. Or even when it really works. Many consumers rent us to rebuild the functionally ineffective new web site that their company has simply completed constructing.”

One thing was clearly improper with the brand new web site—the query was “what?” Nobody needed to discard months of labor with out understanding what was improper. And quick.

(In the event you’re considering of doing a redesign or replatform, get in contact. We will help you perceive the components of your web site which can be working properly and the components that aren’t, so you possibly can make sure that you retain the issues guests love and never the issues they hate.)

Analysis: “Every thing is simply too loud.”

Analytics can let you know what’s occurring, however hardly ever why. That’s why we make investments a lot power in speaking to our consumer’s prospects. We routinely ask folks within the consumer’s goal market to charge their web site towards key rivals.

On this case, the examine revealed a specific drawback with RealEstateU’s new web site: Belief.

Belief could be exhausting to measure, however in the event you lose it, the implications grow to be all too clear. Our individuals trusted RealEstateU far lower than its rivals. They stated issues like:

“Every thing is simply too loud, and my first thought is Actual Property for Dummies.”

“The neon coloration doesn’t make the positioning interesting. It’s exhausting to observe with out hurting my eyes.”

“The entire web site looks like a rip-off.”

In reality, RealEstateU got here lowest in nearly each class, together with the “chance of exploring additional”—a key success indicator.

Iterating in the direction of a brand new design

Slightly than revert again to the unique design—which could be technically difficult—RealEstateU was nonetheless eager to refresh its model.

However with the brand new website reside—and shedding cash—we had been in a race towards time. We prescribed a program of speedy prototyping and value testing to develop a design that we might confidently roll out.

Right here’s what we carried out:

Our objective for the brand new design was to:

Decrease the noise with a relaxed coloration palette and extra persuasive copy.
Emphasize belief alerts with the A+ ranking from the Higher Enterprise Bureau and evaluations from lots of the 225,000 prospects.
“Clarify” the low worth (which some customers had taken as a sign of low high quality).

Outcomes: Successful in each class

With the brand new research-driven design reside, the conversion charge exceeded its authentic stage.

As you’d anticipate, after the brand new design launched, we in contrast RealEstateU’s web site towards key rivals. Right here’s the important thing comparability:

Belief had elevated dramatically from the primary examine. When reviewing the brand new web site, the examine’s individuals now stated issues like:

“RealEstateU.com net web page was one of the best due to its readability.”

“I discover it reliable due to the evaluations left by college students and the detailed structure of their web site.”

“I might extremely recommend shopping for a course right here.”

“It looks like there are lots of causes to decide on them. They’ve quite a lot of college students and good evaluations, they clarify every thing very properly and undergo the course with you.”

“I liked Actual Property U’s platform total. I felt it was the only option out of all of them.”

Within the new assessment, RealEstateU outscored its rivals on each metric, together with “chance of exploring additional,” which grew by 140%.

Utilizing this sturdy basis and insights gleaned from our wider analysis, we started working A/B assessments to additional speed up the positioning’s progress.

What subsequent?

In order for you us to develop your earnings—shortly and effectively—examine in the event you qualify for a free one-on-one technique session with considered one of our CRO consultants.

We’ll solely work with you if we imagine we are able to get superb outcomes collectively. Our success has come solely from optimistic phrase of mouth, and we plan to maintain it that means.

Due to RealEstateU for letting us share these insights (and being such an incredible group to work with).

How a lot did you want this text?

What’s your objective right this moment?

1. Rent us to develop your organization

We’ve generated tons of of tens of millions for our purchasers, utilizing our distinctive CRE Methodology™. To find how we will help develop your enterprise:

Schedule your FREE technique session

2. Learn to do conversion

Obtain a free copy of our Amazon #1 best-selling e book, Making Web sites Win,
really helpful by Google, Fb, Microsoft, Moz, Econsultancy, and plenty of extra trade leaders. You’ll even be subscribed to our e-mail e-newsletter and notified at any time when we publish new articles or have one thing attention-grabbing to share.

Browse tons of of articles, containing an incredible variety of helpful instruments and strategies. Many readers inform us they’ve doubled their gross sales by following the recommendation in these articles.

Obtain a free copy of our best-selling e book