Acquiring users through organic search
Zillow's Home Values pages drove significant organic search traffic, but thin, low quality content meant users landed and left immediately. The double failure: high bounce rates and declining page rank, compounding over time.
The opportunity was to transform these pages into genuine market education resources, meeting users at a moment in their home search and giving them a reason to stay and engage.
Redesign Zillow's Home Values pages to deliver the market intelligence users were actually searching for; surfacing richer neighborhood data, local market trends, and key takeaways through new content modules. Alongside the educational content, we introduced connection points to local agents and home loan officers, turning a high-intent but previously dead-end page into an engagement surface.
Visually, we introduced an illustrative style with a clearer hierarchy of data in addition to the new modules.
In early iterations, we explored a range of directions from data driven layouts that resembled other Zillow pages, connecting the Home Values page to a user's search, to the more illustrative-based direction we landed on.
We treated the data as a story, introducing modules like market temperature and agent connections to help users move from passive research to confident next steps, while building trust in Zillow's home value index along the way.