Don't chase your leads away

Reduce friction on your real estate website

One of the highlights of last week’s Real Estate Connect conference in San Francisco, for me, was hearing Doug Breaker’s presentation on conversion optimization — turning Web visitors into customers. I’ve written in this column previously about conversion optimization. So I was psyched to hear him talk.

His presentation included an in-depth analysis of a pickle-of-the-month club vs. a $40 PDF download for a diet plan. A tool he uses for his conversion optimization work, he said, is an equation for understanding how to make things better.

One of the variables in his equation represents friction. Friction is anything that might slow down a visitor or prevent the visitor from accomplishing a site task. For example, if you have a real estate website that is built for capturing leads, anything that discourages visitors from completing the lead-generation form represents friction.