Rhove is real estate investing for "everyone" — but in order to get to market quickly, we only built an iOS app, unfortunately leaving out 50% of the population. We needed a clean, cohesive marketing site to onboard users into the Rhove ecosystem. Then we needed to build a core investing experience to pay off our core value prop.
We built the Rhove app as a stand-alone iOS app, but quickly added a web-based experience to capture the remaining audience. We needed a top-of-funnel website to convert new users and a backend user portal for managing investments.
1) Discovery: Build plan to satisfy core user journey for all non-iOS Rhovers
2) Design: Focused on reducing friction, addressing potential objections, and providing social validation to make it easier for users to convert
3) Refine: Tested onboarding canvas CTAs and input fields (single CTA, 1 data point, wizard style, etc)
73% of our top-of-funnel traffic was coming from mobile devices. As a result, we optimized our mobile onboarding experience.
• By elevating the pictures of the users and showing the number of people who have already invested, we increased CTR substantially
• Users were motivated most by potential returns vs other "soft" qualities of a property.
• Our high net-worth power users were looking for properties that matched a pre-existing market thesis and provided high potential returns
Weekly web accounts created up by 142% MoM
Increased total amount invested and number of new web investors
