Created in 2015 by industry professionals, Bienici.com is one of France’s leading real estate advertising websites, with more than 110 million visits per year on desktop, mobile web and app. Bien’ici brings together private individuals and professionals to share their real estate projects by offering a simplified, immersive and personalised experience that allows users to visualise their future lives.
By implementing a firmly user-centric and privacy-by-design approach, the portal has seen exponential growth in just a few years. By structuring itself around internal data, capitalising on the value of digital analytics and gaining the trust of users through strict respect for their privacy, Bien’ici has significantly improved its digital performance.
Over 10,000 customers, SEO traffic doubling every year and +31% of leads generated in 2020 vs 2019 on property listings.
Challenges
Bien’ici’s business model is essentially based on subscriptions from real estate professionals who post their property listings on the site. As a result, they have set high targets in terms of traffic acquisition on the portal, so as to generate maximum user engagement and qualified leads for their clients. In order to build its success, Bien’ici has relied on state-of-the-art analytics since its launch in 2015.
These are built around three main challenges:
- To develop its digital business massively and quickly
- Structure and sustain its growth through a user-centric approach (acquisition and UX)
- Adopt a privacy-by-design approach to build a relationship of trust with users
Results
Bien’ici has been able to continuously improve the user experience on its portal and provide an innovative, high quality product thanks to a complete monitoring of the portal’s digital performance, and in particular a regular and constant follow-up of its KPIs via Analytics Suite. By optimising the quality of its analytics and democratising the use of data internally, Bien’ici has been able to optimise its content and add new immersive features to its site on all devices.
“Analytics Suite allows us to cross-reference elements that at first sight are not necessarily related, but which may be correlated in some way, and which sometimes reveal a specific behaviour of our users”
Régis Sébille, Web Analytics & Data Manager
To maintain its growth, Bien’ici also realised that it needed to optimise the profitability of its sales actions and better address its SEA acquisition campaigns. By cross-referencing data from Analytics Suite and AdWords, the Data and Marketing teams quickly discovered that it was necessary to maximise acquisition in geographical areas that harmoniously combine offers and demands. As a result, they redistribute their keyword purchases to focus campaigns on more targeted queries, with a comparable budget.
Although Bien’ici makes expert use of data to improve its service and customer experiences, the company pays particular attention to respecting the confidentiality and protection of users’ personal data, hence its claimed leadership in the privacy-by-design approach.
Conclusion
Thanks to its collaboration with AT Internet, Bien’ici has reached 12 million monthly visits in only 5 years of existence; it is the 3rd French real estate portal behind the groups Se Loger and Le Bon Coin and it doubles its SEO traffic every year.
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