Zillow + UserTesting

To ensure that the changes to the search experience aligned with what customers were seeking, the team worked with UserTesting to gather customer perspective on variations of the site experience involving the page’s map placement, advertising options and search results listings.

While there are many factors that influence the selection process, feedback revealed that people loved seeing the map and the list of available homes side by side, with many noting that it helped them make the decision about whether to inquire on the listing. “UserTesting feedback showed us the importance of maintaining geographic context for home shoppers,” notes Hernan Savastano, VP of User Experience at Zillow.

The inclusion of the map resulted in higher conversion: up to an 8 percent lift in customers reaching out to real estate agents to learn more about listed properties—which translates to a positive boost in the company’s bottom line