Improving Conversion for Property Docs Purchase
This project focused on improving user engagement and conversion for Madlan's "Tabu in Click" feature. Funnel analysis and session replays pinpointed key drop-off points, and A/B testing validated the research-driven optimizations, enhancing feature visibility and streamlining the purchase flow.
My Role
Product Management
Research Collaborator
Duration
5 weeks
Methods
Funnel Analysis
Session Replay Analysis
A/B Testing
Context
Madlan's Tabu in Click feature enables users to check and instantly purchase land registry deeds ("Tabu") directly on property listing pages, eliminating the need to search external websites. Research was conducted to understand user behavior, identify engagement barriers, and uncover opportunities to enhance the purchase experience and improve conversion rates.
Feature Flow Chart
Goals
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Increase revenue by improving conversion rates for the Tabu in Click feature while ensuring lead submissions from the primary CTA on listing pages remain stable.
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​Boost overall user engagement and the number of completed purchases.
Research Process
1
Funnel and Session Replay Analysis
2
Solution Exploration and A/B Testing
Impact
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Improved Conversion Rate: The implementation of the automatic pop-up significantly increased conversions for the Tabu purchase, with more users completing the flow after clicking “Check Availability.”
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Higher Feature Engagement: Updates to banner placement, colors, and messaging led to a noticeable increase in click-through rates on the “Check Availability” CTA, driving greater feature interaction.
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Stable Lead Submission rates: Optimizations maintained consistent lead submission rates on listing pages, ensuring primary business objectives were not compromised.
Note: Due to confidentiality, exact conversion rates and quantitative details are not presented for this feature