Background
In a highly competitive digital property market, the platform faced mounting pressure to improve its mobile experience. While desktop performance remained strong, the mobile site lagged behind in key engagement and conversion metrics. This gap limited growth potential and posed a risk to investor confidence.
The Challenge
The team identified several critical objectives:
- Boost mobile conversion rates and user engagement
- Increase property enquiry submissions
- Improve user retention and repeat visits
- Lay the groundwork for a successful mobile app launch
- Strengthen the company’s market valuation through technological leadership
Our Approach
Discovery and Planning
The platform partnered with Ample Tech to develop a mobile-first strategy grounded in data and user research. The team conducted a comprehensive audit of the mobile experience, identifying friction points and prioritising areas for improvement. A key insight was the opportunity to use the mobile site as a testing ground for future app features, enabling faster iteration and lower risk.
User-Centred Design
Design decisions were driven by a deep understanding of user needs rather than feature parity with competitors. The introduction of the “circle-to-search” tool, for example, addressed a major user pain point in geographic property searches that traditional suburb filters couldn’t solve. The team also prioritised accessibility and simplicity, ensuring that the interface was intuitive and inclusive.
Development Process
Cross-functional collaboration was central to the project’s success. Product, design, development, and analytics teams worked in close alignment, with daily stand-ups and shared KPIs. All features were tested using real user data, and only those with validated impact were implemented. This data-driven approach ensured efficient use of development resources and minimised risk.
The Solution
Validated Feature Development
All new features were tested and validated using real user data. This data-driven approach ensured that only high-impact improvements were implemented, reducing risk and increasing development efficiency.
Rapid Iteration and Deployment
The mobile site enabled fast experimentation cycles, allowing the team to test, learn, and deploy improvements without the friction of app store release processes.
User-Focused Enhancements
Features like the “circle-to-search” tool were designed to solve specific user problems, improving usability and driving engagement. The platform prioritised simplicity, clarity, and accessibility in all design decisions.
Scalable Innovation
The mobile site served as a foundation for future app development. Successful features were migrated into the app, ensuring consistency across platforms and accelerating time-to-market.
Future-Ready Technology
The platform continues to invest in innovation:
- Personalised property recommendations powered by machine learning
- Augmented reality tools for virtual tours and room measurements
- An expanded API ecosystem for integration with mortgage tools, neighbourhood data, and relocation services
The Impact
The comprehensive optimisation program delivered significant improvements across key performance indicators.
- Overall mobile conversion rates increased by 24%, property inquiry submissions rose by 22%, and user retention improved by 17% compared to pre-optimisation baselines.
- The enhanced mobile experience contributed to a 19% increase in monthly active users and 26% growth in session duration.
- These improvements translated directly to business outcomes, with mobile-driven revenue increasing by 21% year-over-year.
The success of the mobile optimisation program and subsequent app launch contributed to a significant rise in the platform’s market valuation.
The demonstrated ability to innovate and capture mobile market share enhanced investor confidence, ultimately supporting the platform’s successful public market performance.
This strategic approach to mobile-first development established the platform as a technology leader in the Australian real estate sector, positioning the company for continued growth in an increasingly competitive market.
