For businesses generating significant website traffic, small improvements to the customer journey can translate into substantial commercial gains.
\r\nAcross leading clients in the building and property sector, including Simonds Homes, Porter Davis Homes and EstimateOne, Sonar has delivered a program of 60+ Conversion Rate Optimisation (CRO) tests designed to systematically identify friction, improve key customer journeys and increase conversion.
\r\nRather than relying on assumptions or waiting for the next major website redesign, our approach combines analytics, behavioural data, UX expertise and structured experimentation to identify what actually influences customers to take the next step.
","right",2118,"https://sonargroup.com.au/app/uploads/2026/04/pexels-break-media-186685971-14650436-e1777013386420.jpg","pexels-break-media-186685971-14650436",{"block":95,"theme":96,"content":97},"repeated-content","indigo",[98],{"heading":99,"copy":100},"The Challenge","Building and property websites can involve complex, high-consideration customer journeys.
\r\nUsers need to navigate products, locations, pricing, inclusions and substantial supporting information before they are ready to enquire. For marketers, the challenge isn't simply generating more website traffic, rather it's ensuring existing traffic can efficiently find what it needs and progress towards a commercially valuable action.
\r\nAccordingly, our CRO programs focused on one fundamental question:
\r\nHow can we systematically remove friction from high-value digital journeys and convert more of the traffic our clients already have?
",{"block":95,"theme":102,"content":103},"stone",[104,107,110],{"heading":105,"copy":106},"Our Approach","Rather than treating website optimisation as a one-off project, Sonar established structured programs of continuous experimentation.
\r\nUsing analytics, behavioural insights and customer journey analysis, we identify potential barriers to conversion and develop hypotheses for improvement.
\r\nThese are translated into controlled CRO tests across areas including:
\r\nSuccessful experiments can then be progressively incorporated into the core website experience, creating an ongoing cycle of:
\r\nAnalyse → Hypothesise → Test → Learn → Optimise → Scale
",{"heading":108,"copy":109},"Turning Product Discovery Into Lead Generation","For Simonds Homes, one opportunity was improving how prospective buyers discovered homes relevant to their individual needs.
\r\nSonar developed and optimised a Home Finder Wizard, transforming traditional product browsing into an interactive, personalised experience.
\r\nRather than expecting users to navigate a large catalogue independently, the experience captures customer requirements and uses those inputs to surface more relevant home recommendations in exchange for contact details.
\r\nThe experience demonstrated how digital utility can simultaneously improve the customer journey and create a scalable source of qualified lead generation.
",{"heading":111,"copy":112},"Removing Friction From Enquiry","Our experimentation has also identified opportunities to improve the critical point at which customers transition from consideration to enquiry.
\r\nFor Simonds Homes, introducing relevant Key Selling Points directly into form experiences contributed to a 59% uplift in form submissions.
\r\nThe learning was simple but commercially important: customers approaching a high-intent action can still require reassurance.
\r\nRather than treating the enquiry form as a purely functional endpoint, supporting content and value propositions can reinforce the customer's decision at the moment it matters most.
\r\nAcross our broader CRO work, this principle has informed the testing of simplified forms, product-specific modal experiences, supporting content and more direct consultation booking pathways.
",{"block":95,"theme":96,"content":114},[115,118],{"heading":116,"copy":117},"Creating Better Pathways To Product","CRO isn't simply about changing buttons, forms or calls-to-action.
\r\nTesting the way customers move between inspiration, product discovery and enquiry can unlock considerably larger opportunities.
\r\nFor Simonds Homes, improving the prominence and pathway into its Home Designs experience contributed to an 82% uplift in visits to home listing pages.
\r\nThis moved substantially more users from general website exploration into a commercially valuable product consideration journey.
",{"heading":119,"copy":120},"Personalising Around Customer Intent","Property is inherently location-driven.
\r\nOur CRO programs have therefore explored experiences that recognise both where customers currently are and where they want to live.
\r\nThis has included testing and optimisation around:
\r\nRather than presenting every visitor with the same experience, personalisation can shorten the distance between an individual's requirements and the most relevant next action.
",{"block":122,"heading":123,"grid":124,"logos":125},"logos","Our Real Estate & Property Experience","5",[126,133,139,143,149,155,161],{"logo":127,"logo_src":128,"logo_alt":129,"link":130},1114,"https://sonargroup.com.au/app/uploads/2025/02/Simonds-1.png","Simonds",{"title":13,"url":131,"target":132},"https://www.simonds.com.au/vic","_blank",{"logo":134,"logo_src":135,"logo_alt":136,"link":137},2128,"https://sonargroup.com.au/app/uploads/2026/04/Aware-Real-Estate.png","Aware-Real-Estate",{"title":13,"url":138,"target":132},"https://awarerealestate.com.au/",{"logo":140,"logo_src":141,"logo_alt":142,"link":13},2123,"https://sonargroup.com.au/app/uploads/2026/04/Porter-Davis.png","Porter-Davis",{"logo":144,"logo_src":145,"logo_alt":146,"link":147},2124,"https://sonargroup.com.au/app/uploads/2026/04/LeavePlus.png","LeavePlus",{"title":13,"url":148,"target":132},"https://leaveplus.com.au/",{"logo":150,"logo_src":151,"logo_alt":152,"link":153},2125,"https://sonargroup.com.au/app/uploads/2026/04/Montgomery-Homes.png","Montgomery-Homes",{"title":13,"url":154,"target":132},"https://www.montgomeryhomes.com.au/",{"logo":156,"logo_src":157,"logo_alt":158,"link":159},2126,"https://sonargroup.com.au/app/uploads/2026/04/Nine-in-Six.png","Nine-in-Six",{"title":13,"url":160,"target":132},"https://www.nineinsix.com.au/",{"logo":162,"logo_src":163,"logo_alt":164,"link":165},2127,"https://sonargroup.com.au/app/uploads/2026/04/Gersh.png","Gersh",{"title":13,"url":166,"target":132},"https://www.gersh.com.au/",{"block":95,"theme":168,"content":169},"coral",[170,173],{"heading":171,"copy":172},"The Commercial Impact","Across 60+ CRO experiments, Sonar has demonstrated that meaningful commercial growth doesn't always require more media, more traffic or an entirely new website.
\r\nOur optimisation programs have delivered outcomes including:
\r\nImproving the information and reassurance provided around high-intent enquiry experiences.
\r\nImproving pathways from general website exploration into high-value home listing and product journeys.
\r\nTransforming product discovery into an interactive recommendation and lead-generation experience.
\r\nBut the value extends beyond individual winning experiments.
\r\nEvery test generates additional evidence about how customers actually behave.
\r\nOver time, these insights inform not only website optimisation, but UX design, content, campaign landing pages, media strategy and future website development.
",{"heading":174,"copy":175},"CRO As A Commercial Growth Program","The greatest value of CRO comes from treating optimisation as an ongoing commercial discipline rather than a series of isolated website changes.
\r\nSonar combines analytics, behavioural analysis, UX/UI expertise, experimentation and performance measurement to continually identify where customers experience friction and where changes have the potential to create measurable commercial gains.
\r\nFor organisations already investing significantly in traffic acquisition, this creates an important opportunity to extract greater value from every visitor already reaching the website.
\r\nInstead of only asking:
\r\n\"How do we get more people to the website?\"
\r\nCRO asks the equally important question:
\r\n\"How do we get more of the right people already here to take the next step?\"
\r\nThat's where website optimisation becomes a genuine commercial growth engine.
",{"block":29,"src":177,"alt":178,"aspectRatio":13,"scale":13,"classList":13},"https://sonargroup.com.au/app/uploads/2026/04/CaseStudy-Property.png","CaseStudy-Property",1787031574021]