When home buyers and sellers land on your real estate website, what do they do? Do they immediately leave to view other sites, or gravitate towards a particular page? Do they perform actions on your site that helps you move them through the lead conversion funnel to eventually become a full-blown client?

To answer these questions, you need a tool that will provide insight into people’s behavior when they visit your real estate website. The best and most widely used tool for this task is Google Analytics.

Google Analytics can provide your real estate business with valuable online tracking data. This post will walk you through the following:

  • How these metrics can influence the content you create and share with your online audience
  • How to more effectively convert website visitors into valuable leads and clients.

Step One: Determining what’s important to track

Google Analytics offers many ways to analyze your real estate website visitors’ activity — so many, in fact, you could spend countless hours tracking every metric related to your site and still only uncover a tenth of the findings the platform offers. Because of this, it’s important to pinpoint exactly which metrics are most effective at providing insight into how leads convert on your website.

If you really want to get a solid idea of how your content performs on your site, examine what are arguably the most vital data points within Google Analytics to help you gain a better understanding of the value you’re providing your prospects and how they interact with it. Gleaning the following insights from Google Analytics will provide you with the most clear picture of how users behave on your website.

Examine data from your most popular pages

Google Analytics allows you to view which pages on your real estate website are the most popular with your visitors. Once you’ve determined which pages are the most popular, it’s important to figure out why so you can replicate that success.

Does you blog draw readers? Or are your IDX listings the most frequently visited?

Take a look at metrics such as time spent on page, where people navigate to afterwards, and other factors to drill down to what makes it so popular.

After you know which pages on your real estate website receive the most traffic, you can put your most important calls-to-action (CTA) in a prominent position on that page.

For example:

If the main goal of your website is to generate leads, try including a contact form near the top of the page. Or, you can even form-gate access by requiring visitors to provide their contact information before they can see the content on that page.

Explore actions people take on your website

Visiting your website isn’t a passive activity for your audience. Take a look at which actions people choose to take as they navigate from page to page.

Start out by examining when visitors are willing to fill out a lead-capture form. For example:

You may notice that visitors gladly fill out a form in order to download an ebook of home buying tips, but navigate away when they’re asked to provide their information in order to view property listings in an MLS database.

To track actions that visitors take on your website, you first need to set up Event Tracking or the URL Builder Tool in your Google Analytics account. This feature entails adding a small piece of code to your site so you can accurately and easily see who’s interacting with specific links, pages and actions on your site.

If you discover most of your website visitors are downloading specific content — say, a local housing market report — you should focus your energy on promoting the information that’s popular with your leads, rather than on a piece of collateral that doesn’t perform as well.

Pinpoint which external sources send traffic to your website

Referral traffic can come from any outside source. This source can be your social media shares, links to your content from other websites, or even your own email newsletter.

Knowing how people land on your website is important, because once you’ve identified the major sources of traffic, you can work on increasing it. While Google Analytics can provide insight into this, you can also glean information by using a UTM tracking code that indicates exactly where people chose to visit your website via a link.  

Determine what leads to conversions and replicate it

While the definition of what qualifies as a conversion varies based on what you consider to be important actions, many real estate professionals regard things like contact form submissions or downloads to be an important step in the lead generation process. By understanding what motivates website visitors to perform these actions in the first place, you can duplicate those factors elsewhere on your site in order to generate more conversions.

If you find that your website doesn’t generate high conversion rates, Google Analytics can help you discover why.

Examine factors such as:

  1. Whether a certain page has a particularly high bounce rate,
  2. If a CTA is buried on the page, or
  3. If a contact form requires people to fill out one too many lines.  

You can also try one of these tricks for generating more leads on your website to determine if tweaking particular elements, such as the color or placement of a CTA button, has an effect.  

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