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The Home Buyers’ Online Journey A Clickstream Study in the Online Property Sector Google/Nielsen UK, October 2010
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
Agenda
1 Methodology & Definitions
2 The Pathway to Purchase
3 The Role of Search
4 Summary & Recommendations
2
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
Methodology & Definitions
3
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
How people research property is complex
Start Points in Grey
THIS CHART IS FOR ILLUSTRATION PURPOSES ONLY (DATA MAY NOT BE 100% ACCURATE). Base: Those that visit Property Detail Pages and Direct Action Pages in the Sale (Property Only) Market. Note: This shows all the movement between sites for visitors of each event. Non-property only refer to where the event website is the first property website to be visited in the session; Arrows represent proportion of users who go from one site type to another in the session. (Audience movements under 21% not shown)
Total Google Search (incl. Sponsored)
Maps Agent / Developer
Local Information
Home + Garden
Government and Councils
Other Search
Property Portal 72%
65%
65%
65%
57% 53%
44%
31%
42%
42%
41%
39%
25% 31%
29%
28%
27%
27%
27%
25%
25%
24%
24% 23%
22% 22%
70%
21%
33%
2%
1%
3%
10%
4
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
Methodology: Key
Agent Developer Affordable Housing Property Portal
Internet Portal B2B Local Information Mortgages
Gov’t/Councils Property Services Market Info Temporary Housing
Selling Only School Niche Maps
• Period: January-June 2010; Sample Size: 3,772 • 816 sites included, 238 property specific, 17 site categories • Restricted to adults aged over 21 years • 15,280 unique search terms categorised • The analysis is based solely on those panellists who have visited a Property Portal, Agent or Developer website in at least 3 unique web sessions during the 6 month period
Home + Garden
UK Finance Clickstream Study: • 86 Sites (all finance categories) • 4 types of sites • 5,000 search terms
5
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
Where are property buyers based?
Scotland % % of Total 10
Converters ratio 24
North % % of Total 23
Converters ratio 24
Midlands % % of Total 21
Converters ratio 38
South (excl. London) % % of Total 15
Converters ratio 38
London % % of Total 21
Converters ratio 49 Wales & West % % of Total 11
Converters ratio 42
Base: Those that visit Sales ‘Property Only’ Pages
Regional presence
6
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
The Pathway to Purchase
What does the consumer journey online for house
hunters look like?
7
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
38% of property visitors convert on site
8.6m
3.3m
7.7m
3.3m
Total Unique Visitors (has visited property sites more than 3
times in the 180 day period)
Property Details (has visited an individual property page
within a property site)
Engagers (has engaged further with the property
details page e.g. floor plans, photos etc.)
Converters (has performed an action on the property site e.g. download brochure, request viewing etc.)
8
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
Activity intensifies between 30-60 days
Base: “Converters”
Distribution of Journey Length
Casual browsing
Focused research
Accelerating engagement
Journey completion
Conversions (sample converting 5 or more times)
9
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
Total Converters Difference
Audience size 8.6m 3.3m
Journey length 114 days 124 days 9%
Average sites visited 9.3 sites 13.0 sites 40%
Total site visits 29.9 times 47.1 times 58%
Time spent 3hrs 1min 5hrs 04min 68%
Clickstream Study Journey Length Total Sites Visited
Finance (Current Accounts) 47 days 17 times
Energy 16 days 4 times
1
2
3
4
5
Activity Levels
Base: Those that visit Sales ‘Property Only’ Pages
Converters more active in their property search
10
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
The Role of Search
Search is Core to the
Research Process
11
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
Google drives most of the traffic to online property
35% Start journey with Google
search
10% Start journey with Google
sponsored link 12
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
Nearly 1 in 2 converters click on sponsored links
Use search at any point in the journey
76% 86%
Searchers who use sponsored searches 36% 43%
Average number of searches* 11.4 15.6
Total Converters Use of Search
Base: Those that visit Sales ‘Property Only’ Pages and ‘Converters’. *of those who search. 13
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010 14
x 1.3 Those who click on Google sponsored links
are 1.3 times more likely to convert
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
un
film
Over 50% of all generic searches include over 5 words
15
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
83% of searches included generic terms
% of Searches
Brand v Generic Searches (Converters)
92% of all searchers have used a generic term at least once
Sample generic terms: • “property for sale” • “buy home” • “property to buy in London” • “new homes paxton close richmond”
Base: ‘Converters’
Clickstream Study
Share of Generics
Finance (Cards) 20% (approx.)
Energy 30% (approx.)
In comparison to…
16
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
Location is key to property searching
Base: ‘Converters’. Pages in the Sale (Property Only) Market Note: Generic searches by type (%), A search is defined as one that results in a clickthrough to a property or property related website. Market and Tag terms can be overlapping with other terms. Market can only be selected once.
Top 3 % of Generic Searches by Type
83%78%
51%
Tags: Location Generic: Property Listings Market: Buy
Generic Search Types (Converters)
17
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
Base: Those in the Sale (Property Only) Market
First Search: BRAND > Last Search: GENERIC
40% For those who convert…
First Search: GENERIC > Last Search: GENERIC
75% 18
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
Generic searches are core to the journey
B = Brand, G= Generic, N = No further searches
Base: ‘Converters’/ Pages in the Sale (Property Only) Market Note: Each of the first three property searches performed by the audience. Figures Tree: % of Audience, Funnel: Actual Audience; A search is defined as one that results in a clickthrough to a property or property related website.
Search
Generic Brand 29% 71%
B 36%
G 55%
N 8%
B 56%
G 23%
N 21%
B 17%
G 50%
N 33%
B 12%
G 76%
N 12%
B 36%
G 38%
N 26%
B 11%
G 78%
N 11%
Search paths (Converters)
19
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
Segmenting the Market
Multiple Types of Buyers
Online with Unique Behaviours
20
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
More property research takes place at work 35% site visits 38% searches
21
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
Buyers go online for property information
…90% of those looking for property visit “local” sites
…40% visit “market information” sites
22
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
90% of those who visit property sites also visit home &
garden sites
23
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
Those already with mortgage quotes…
+34%
+55%
+20%
+10%
More likely to convert
Site visits
Searches on Google
Use sponsored links* 24
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
When also looking for schools, the property buyer spends 15 more days researching…
…they also visit 40% more sites
25
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
Summary & Recommendations
26
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
Summary
86% The Pathway to Purchase The consumer journey for property buyers is complex and fragmented – Google is at the centre of this with 86% using search
43% The Role of Search Generic searches, particularly those including locations, play a critical role in driving consumers to convert – 43% of property seekers have clicked on a sponsored link
40% Segmenting the Market The online research process varies between different types of property buyers e.g. those also looking at schools, on average visit 40% more property sites
27
Source: Google/Nielsen, Making Sense of the Home Buyers’ Online Journey, UK, October 2010
Recommendations
• Maximise potential of your PPC campaigns, ensure relevant landing pages & clear creatives
Search is at the heart of the property research process – clicks on sponsored
links 30% more likely to lead to conversion
• Make sure floorplans are available and easy to access
• Find other ways to engage visitors – maps, video, mobile
On site engagement is key to driving conversions
• Always on marketing approach to ensure return visits • Use remarketing & consider differentiating your
message at different stages of the journey
Property seekers are not brand loyal, 75% of converters start & finish on a
generic query
• Reach potential customers with banners on other relevant sites e.g. home & garden, local, mortgage etc
Property seekers visit a plethora of sites on the road to conversion
• Ensure AdWords campaigns cover off the long tail. Broad match should also be used.
Over half of property search queries contain more than 5 words
Insight Action
28