Traffic Data

According to Similarweb (2023), Zoopla received 28.1 million total visits across desktop and mobile in October. The graph shows a negative trend as Zoopla experienced a 17.17% decrease in traffic from September to October, however, Zoopla’s bounce rate is relatively low (Zantal-Wiener, 2022) supported by the average 5.56 pages per visit.

Zoopla’s gender distribution shows a fairly equal split, however, age distribution shows greater discrepancies as it links with consumers’ readiness to buy a home. The lowest traffic comes from 65+ which is attributed to slower digital adoption and higher rates of outright home ownership (Financial Conduct Authority, 2021). The 25-34 group is Zoopla’s largest consumer base as it encompass the highest percentage of renters (Department for Levelling Up, Housing & Communities, 2022) as well as the average age of first time buyers (Steed, 2022).

Zoopla’s top traffic source is direct traffic, with search close behind. Unchallenged, the statistics look healthy, but when compared with Rightmove – Zoopla’s largest competitor – areas for improvement become clear.

Recommendations

At a quick glance, Zoopla (black) has a higher percentage of traffic coming from Search than Rightmove (orange). However, this is because Rightmove has a much higher proportion of direct traffic. Because Zoopla’s brand recognition is lower than Rightmove’s, the company receives more traffic in other areas such as social, email and referrals.

Zoopla should continue to promote their brand image and identity to solidify relationships and loyalty. Direct traffic will increase if Zoopla is the first thought when consumers seek a property, but they need to be at the forefront of the Point of Purchase and Consideration (Vizard, 2019).