Commercial real estate site bounce rates
According to a new study from inMotion Real Estate Media, the bounce rate (the percentage of visitors that land on a website and immediately leave) for commercial real estate property details pages averages 55 percent while home pages average 35 percent, as depicted above.
The company says this is an important indicator of a website’s performance and has a significant impact on a brand’s ability to convert visitors. Rather than simply look at the industry’s home pages, they dug deeper to discover that the average bounce rates vary quite dramatically depending on the type of page a visitor is viewing with property detail pages seeing the highest bounce rates.
The results are as follows:
- CRE home pages average a 35 percent bounce rate.
- CRE property listing pages average a 42 percent bounce rate.
- CRE property detail pages average a 55 percent bounce rate.
- CRE contact pages average a 51 percent bounce rate.
- CRE service pages average a 41 percent bounce rate.
Bob Samii, Founder of inMontion Real Estate Media told AGBeat, “one of the main drivers that has greatest impact on real estate website bounce rate is the call-to-action above the fold (position, design, copy), especially on the home page. A lot of people get caught up with image carousels and large visuals but those don’t always translate into optimal performance in terms of conversion and bounce rate.”
Further, Samii noted that speed is critical. “Real estate web visitors want access to information quickly and we are seeing page performance (especially on mobile devices) playing a significant role in bounce rates.”
5 ways to improve bounce rates
The company offers the following five tips for improving bounce rates:
- Professional design – Poor design is one of the quickest ways to lose visitors. Make sure your site has a well-crafted and professional user interface, navigation, and visual layout.
- Clear call-to-action on the page – What is the purpose or action you want a visitor to perform on each of your pages? This action should be clear, descriptive, and easy to find through use of buttons and visual cues.
- Improve page load time – Speed is critical. The longer your pages take to load, the great chance your visitors will bounce.
- Relevant content – Is your content unique? Easy to read? Free of spelling or grammatical mistakes? The content of each page should convey relevant information that provides values and is expressed clearly for your visitors.
- Related links – Provide links to other related or interesting content in your site (blog posts, news, featured properties etc.) to keep them engaged.
