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What comparison sites can take away from Zillow.com

When the WUA research team conducts a Digital Sales Scan, often times a couple of comparison websites wind up in the rankings. These sites may not offer products such as credit cards or mortgages themselves, but they are indispensable tools that customers use to help make decisions when searching for a product. The comparison website has become an integral part of the customer journey, which is why they are included in the rankings when WUA measures an online market.

In our latest digital experience measurement of the online market for home mortgages, the comparison websites Realtor.com and Zillow.com were featured, with the latter finishing in 3rdplace overall and achieving higher scores than the former in a number of key categories. Here’s what comparison sites can learn from the design of Zillow.com.

A calming welcome to mortgages

Getting a mortgage can be an overwhelming ordeal, especially for first-time home buyers. After all, a mortgage entails borrowing large sums of money that must be paid off at interest over a period of up to 30 years. It’s a decision that must be made with caution and confidence. It’s up to lenders and comparison sites to help to create that feeling through the design of their websites, starting from the moment the potential home buyer enters the website. For nearly every category that has to do with the first impression that respondents in our study form during the initial stages of the customer journey, Zillow.com ranked on top. Have a look at Zillow’s mortgages landing page.

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