Felipe Teruel

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The biggest real

estate portals in Brazil

The biggest

real estate portals in Brazil

Interviews

Presentation

Benchmarking

Visual design

Card sorting

In my role on the property owner's squad at Zap, I helped identify key areas for improvement on the company's real estate platform after a merger. Through user interviews and data analysis, we prioritized owner pain points and collaborated with other teams to address them.

This experience honed my ability to identify customer needs and drive solutions within a large organization.

Funnel improvements

• Guest login - Smooth register to increase final conversion

• Clean value perception - To encourage people to log in

• Step by step register - Better experience to choose a plan

Guest Login

Analyzing user data, we identified a significant drop-off at the login stage for advertising. To address this, we implemented a Guest Login system.

Users can now access the advertising section with just an email address, skipping full account creation. This allows for a smoother experience and lets them convert to paying customers seamlessly when they're ready.

Source: nrf.com/blog/checkout-features-turn-online-shoppers-online-buyers

Source: baymard.com/lists/cart-abandonment-rate

Results

• Pipeline conversion increased from 1.90% to 2.01% (a 10% increase)

• Emails for remarketing in the case of abandoned shopping carts

• The user is not blocked at the start of the pipeline

• Now we have a clearer vision of the micro conversion process

Results

• Pipeline conversion increased from 1.90% to 2.01% (a 10% increase)

• Emails for remarketing in the case of abandoned shopping carts

• The user is not blocked at the start of the pipeline

• Now we have a clearer vision of the micro conversion process

Value proposition

Value perception is key for the company. We realized our focus on attracting property seekers (demand side) wasn't enough. To improve, they gathered info on what property sellers (offer side) valued and used it to enhance the initial experience for both sides (B2C and B2B) without hurting conversion rates.

This involved streamlining the login process and highlighting valuable features for both property searchers and advertisers.

Value perception is key for the company. We realized our focus on attracting property seekers (demand side) wasn't enough.

To improve, they gathered info on what property sellers (offer side) valued and used it to enhance the initial experience for both sides (B2C and B2B) without hurting conversion rates.

This involved streamlining the login process and highlighting valuable features for both property searchers and advertisers.

Results

• 600% increase in the number of B2B leads (realtors and agencies)

• Increased the conversion of the commercial team (B2B) by 4.6%

• Eliminated a pipeline step

Results

• 600% increase in the number of B2B leads (realtors and agencies)

• Increased the conversion of the commercial team (B2B) by 4.6%

• Eliminated a pipeline step

Plans and prices

Plans

and prices

Most Zap users browse on mobile (70%), but choosing an ad plan was inconvenient. Originally, users had to scroll through numerous options, and external research suggested this overwhelmed them.

To address this, we ran two A/B tests: one removing the least popular option (monthly plan) and another simplifying the display with a carousel format.

We found that removing the monthly plan would not reduce our conversions and displaying the plans from the most expensive to the least expensive helped increase our conversion rate.

Results

• Increased mobile conversion by 12%

• The average ticket increased from R$ 403 to R$ 460 (+13%)

We found that removing the monthly plan would not reduce our conversions and displaying the plans from the most expensive to the least expensive helped increase our conversion rate.

Results

• This new layout increased mobile conversion by 12%

• The average ticket increased from R$ 403 to R$ 460 (+13%)

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