I recently had the chance to sit down with the great folks over at BHG Rand Realty, New York, to discuss their current mobile strategy, changes they want to make to the present and where they want to go and do in the near future. Matt and Joe Rand proved to be industry leaders on the mobile real estate forefront over a year ago when they launched the robust mobile version of www.RandRealty.com which was unlike any mobile site of its kind at the time. Their new initiatives will only serve to continue that statement, I can assure of that having had a sneak peak, but that’s not what we will focus on here in this column.
Instead, what I think is even more worthwhile than discussing what they will be doing, is reviewing the success they have had with what they have already done. A report that was presented in during this meeting showed that their mobile website was the 12th largest source of traffic, just slightly less than Realtor.com the 11th largest source. If that doesn’t put in perspective how any consumers are accessing your website from their mobile devices on a daily basis than I don’t know will.
In addition, of all the other sources of traffic, their mobile site stacked up as the source 3rd highest pages per visit, 2nd highest minutes on site (8.9 minutes), and 2nd lowest bounce rate! Let’s break the consumer mentality of each of these down individually.
Pages per visit – unlike searching the web on your desktop, where you can open tab after tab and have virtually unlimited choices of which sites/pages you want to look at information, on mobile, your choices are still limited. When you reach a destination that make searching efficient an easy on a mobile device you tend to not stray to other sites, but get as much info as possible from the one you’re on. This, in addition to GPS, which shows you what’s directly near you, leads to a high number of pages per visit.
Minutes on Site – again, because of the limited choices for effective and efficient mobile searching, people tend to stick to what’s working. When you provide a quality experience on mobile you can capture their undivided attention (when it comes to pages being viewed) because of limited screen size and inability to easily bounce from tab to tab as on a desktop browser.
Bounce Rate – bounce rate is a term used to describe users who get to a site and leave before viewing any additional pages. Having a properly formatted mobile site will significantly decrease your bounce rate from mobile users because you are now providing them the information they are looking for immediately. Now, they can effectively navigate through the site to get the exact information they are looking for.
Of course none of this happens by accident, there is of course great marketing and communication by Rand Realty that increases consumer awareness of the mobile site, but the numbers above certainly depict the success and benefit of having a properly formatted mobile website. For more information on how to mobilize your website visit www.MobileRealEstateID.com.
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