Boosting lead conversion for affordable home deposit provider

Overview

Coposit is changing the way people buy off-the-plan properties. Traditionally, a 10% deposit paid in a lump sum is needed to secure a property. With Coposit, only $10k is required upfront, followed by interest-free and fee-free weekly instalments paid weekly over the construction time.

In a campaign to help our audiences better understand the benefits of Coposit, I led a comprehensive redesign of the website, which has increased the quality of leads and conversion rates.

Team

UX/UI Designer (Me)

Product Manager

Web Developers

My responsibilities

User research

Wireframing

Prototyping

Tools

Figma

Askable

Timeframe

10 weeks

Challenge

0 conversion to purchase

There was no known purchasers who were converted from enquiring on the Coposit website.

Knowledge gaps

Agents were unsatisfied with Coposit-generated leads which require a lot of time to explain what Coposit is, how it works, as well as key info such as bedroom configurations, which were difficult to do over call or email.

Spam enquiries

Numerous enquiries had fake email addresses, incomplete inquiries with no checkbox selections and empty messages. This was skewing the data and affecting the quality of genuine leads.

Approach

We wanted to check how accurately users are able understand what Coposit is and how it works from the existing website

Our approach involved

  • Conducting 10x 1h testing sessions with users

  • Extracting insights from the interview outcomes

  • Collated insights into themes to define and prioritise opportunities

  • Wireframing and prototyping the homepage, property list page and property details page

  • Continuous iterations based on testing feedback

Results

First ever web lead purchaser

The redesign led to the first-ever property purchase successfully converted from an enquiry on the Coposit website.

Spam eliminate

Eliminated spam inquiries, leading to a more accurate measure of genuine interest.

Conversion rate boost

Achieved a 200%+ increase in the conversion rate from unique users to inquiries.

New revenue source

Purchases generated by leads amount to an increase in monthly revenue by $10,000.

Image: Home page UI

Image: Listings page UI

Image: Project details page UI

Feedback from a recent purchaser's parent

"When my husband came home from the display unit and told me about Coposit, I was floored and could not believe it and was thinking there is surely a catch and this can't be true. I then looked at your website and it made sense to me how it all worked and I think it's really amazing"

(July 2024)