A well-designed website serves a crucial role for marketing professionals seeking new residents for their multifamily properties. Faster websites have a significantly better chance of keeping prospective renters on the site long enough to take the first step toward renting a new home.
Esther Bonardi, vice president of corporate marketing & head of REACH by RentCafe, with Yardi, spoke during a webinar on April 14 about the importance of website performance. She offered tips on measuring how well a site is operating and suggestions on repairing and improving websites. “How Does Your Website Stack Up?” was a pre-conference webinar for the Apartment Internet Marketing Conference, being held this year in Huntington Beach, Calif.
Bounce Rate
Customers visiting apartment websites will quickly leave if the web pages load slowly. Bonardi noted this is called the bounce rate, which measures how many people came to a site but did not stay around long enough to do anything. She has seen data demonstrating that if page load time increases from one second to three seconds, the bounce rate increases 32 percent. If page load time increases from one second to six seconds, the bounce rate increases 106 percent.
“There’s another study that shows that if a site takes four seconds to load, 25 percent of the customers are going to immediately leave,” Bonardi said.
She suggested that marketing professionals who want to measure the performance of their websites can turn to Lighthouse, an...
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