This document summarizes an analysis of Zoopla's onboarding process and suggestions for improvement. The analysis found that Zoopla effectively uses principles like picture superiority and clear breadcrumbs, but could improve in areas like call-to-action color choice, advertising placement, page view emphasis, and property detail information provided. The document proposes tactics like differentiating elements visually, emphasizing scarcity more clearly, and providing more initial property details to address these issues and potentially increase engagement and revenue.

1. Online Persuasions Insiders 2017
Benjamin Ligier
CRO Project Manager
How could Zoopla optimise
its conversions?

2. An analysis of ZOOPLA’s
onboarding process
I reveal what’s working, what’s not quite working, and suggest
some changes to help increase the site’s engagement and
revenue…
2 neuroscience ✔
principles applied 5 mistakes ✘
to correct 3 proposals
for improvement

3. My daily commute to work is very long and I wish I
lived closer to the office to save some precious time
every day. My colleague who lives only 7 minutes away
from the office told me he found an amazing place with
Zoopla.com and recommended that I have a look.
As a Conversion Optimisation Consultant, I couldn’t
help but take note of some of the site’s great features -
but there are also some areas for improvement...
Join me on my user journey and discover some of the
Tactics applied on this website.
The context

4. Good quality pictures as well as
icons. I can easily see the main
information I need.
Observation
Picture Superiority Effect ✔

5. Orange is a warning rather than
positive colour and not a good choice
for a Call-to-Action. Mixed with
“request details”…not a very
reassuring or persuasive message.
Von Restorff Effect ✘
Observation

6. Why would you put an advert just
below the CTA? Especially using
the same colour as the CTA …
Attention ratio ✘
Observation

7. Clear breadcrumb means I know exactly
where I am in case I want to go back to
the main product listing.
Processing Efficacy ✔
Observation

8. While scrolling down the page I
noticed the page view count is quite
hidden to the side of the page…
Focusing effect ✘
Observation

9. 359 people have been viewing this very
fancy property… this feature should
add a little pressure but in fact, it’s
only 11 people a day.
Scarcity ✘
Observation

10. Very standard and general
information. I want to know how
many fireplaces and balconies, and
also the size of the garden…
Information Bias ✘
Observation

11. Now let’s see what improvements we could
recommend using Scenario Tactics and SmartEditor™
What’s next

12. Proposition: Tactic 7

13. Proposition: Tactic 261

14. I am creating a contrast between the
Scarcity element, the Call-to-action
and the rest of the page by using
different colours.
Von Restorff Effect ✔
Proposal
I emphasised the scarcity effect by
decreasing the number of days, changing
"page views" to "people" and using a
different colour.
Scarcity ✔
79 people viewed this page in the last 3 days

15. I’ve added more detail so there is as
much information as possible before
needing to request further details.
Proposal
Information Bias ✔

16. Improved version