Industry NewsTechnology

Don’t chase your leads away

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

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 (see: "Your own real estate 'best practices' " and "39 tech things to test and try") 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 (watch for the video at Inman.com). 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...