Featured Listings Worth Paying For
To open a new revenue stream Property.ca launched their featured listing promotion for internal and external agents, designed to drive more traffic, viewing requests, and offers to specific listings.
Along with a team of Product Managers and Researchers, our design approach increased key metrics substantially - featured listings were viewed 9x more than regular listings, and featured listings received 4-5x more viewing requests.
To announce this feature, we launched a high-converting landing page detailing the value and pricing of featured listings.
How we drove substantially more traffic to featured listings
As the lead designer I knew to think across as many relevant touch points as possible to maximize our ability to drive traffic to featured listings. This means not only adding an eye-catching listing thumbnail variation to the search experience, but we also added a new section to the home page which features nearby featured listings relevant to users' search patterns.
We also added nearby featured listings to all existing listing and building pages to appeal to users from all possible entry points. Finally, we added a dedicated "featured" section to the 30,000+ listing alerts which go out daily.
The result of this holistic view on how users enter and use Property.ca's many pages and features, we drove featured listing views to 9x more than a regular listing, with 4-5x more viewing requests.
