Data Post November 19, 2009 - Forced vs. Unforced Registration Test

Website Data for November 12 - November 18, 2009

The overall lead totals were down this week.  Visitors and Uniques were nearly identical to last week so I think we'll chalk the low lead totals up to time-of-year / approaching Holiday season.  What this does tell us is that we need a higher traffic volume to achieve our goals during a slower time...maybe a test for another day!  Here's the Data:

Raw Data: (Unforced) (Forced)

 Total Visitors

1,212 1,385
 Unique Visitors
 1,030 1,153
 Avg Pages Viewed per Visitor
 14.8 12.6
 Avg Time on Site per Visitor
 10 minutes 12.6 seconds 8 minutes 23 seconds
 Bounce Rate
 IDX Registrations 237
 Showing Request Forms
 Property Inquiry Forms
 Other Misc Forms
 Call In from Website
 Bad Information Given


Conversion Rate:

Once again, we start with a side by side analysis of the website conversion rates.  The conversion rate is the % of Unique Visitors who convert into a lead.  We calculate leads including all lead types, minus those that give bad contact information.  For (the Unforced Website), the conversion rate was 0.78% (8 net leads ÷ 1,030 unique visitors).  For (the Forced Site), the conversion rate was 3.73% (43 net leads ÷ 1,153 unique visitors). This is a large drop for both sites compared to the conversion rates last week. 

Why the Drop?

I could speculate as to outside influences (tax credit extension announcement the previous week, local weather patterns, mortgage interest rates, etc.), but will try to stick to the numbers.  While the conversion rates were lower than the previous week, they were most similar to week 3 ratios and therefore not unprecedented.  While I would like to report weekly increases in conversion rate and lead totals, that is more likely influenced by the Real Estate Market in general and tweaking that we can do to each website...not necessarily things that are pertinent to this test.  Overall, the spread between the Forced and Unforced Sites is remaining relatively constant at around 3%.  This means that the Forced Site is producing about a 3% higher conversion rate over the Unforced Site from week to week.

We'll see what happens next week...

Stay Tuned!


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