Redesign of the ZAP Imóveis search results page (SERP), solving mobile-first performance and SEO issues, with gains of 42% in speed and 8% in leads in the first month.
Client
Year
UX Design
UI Design
Digital Product
At ZAP, Brazil's largest real estate listing portal, the SEO and Performance teams identified a series of issues on the search results page that led to its complete redesign.
Problem
Each card loaded up to 6 images (3 immediately, 3 more on interaction), causing slowness. The absence of descriptive content on the cards kept Zap from appearing in privileged positions on Google, even while ranking first in organic results, while competitors occupied that space. Neighborhoods also still appeared with abbreviated spelling (e.g.:
Solution
On desktop: a carousel with images 214% larger (replacing multiple images), a change in the favorites iconography (from star to heart), feature icons connected to those in the search, and a reorganization of the information architecture. On mobile: gallery navigation directly in the SERP, text separated from the image for better legibility, and a lead button directly on the card.
Process
The technical SEO and Performance demand (fewer requests, spelling fixes, mobile prioritization) became an opportunity: the Design team first redesigned the desktop cards, focusing on image and hierarchy, and then rethought the entire mobile experience, historically more limited than desktop.
Result
One month after launch: site loading 42% faster (Google Search Console); SEO audience 21% above target and 8% growth in lead volume, 0.58% above forecast (Google Analytics).
