SYS/CASE
Growth & Performance · CRO · Landing Pages · 2024
Matera — property management quote landing page: completion rate from 22% to 38%
By Mathieu Milon, AI engineer growth & CRO · Published
Matera, an online condo management company. A Webflow landing page to qualify quote requests: a 4-step form instead of a single contact block.
22% → 38% completion
Context
Matera offers condos an alternative to traditional property management: flat fee, platform, response time. The landing page captures quote requests — not the showcase site, a single goal.
Problem
A single, overly long form was losing people along the way: 22% completion. And when it did go through, too many unqualified requests — tenants, condos too small, plain curiosity — swamped the sales team.
Approach
Break the quote into four qualification steps, then only the contact request. Proof points (Google reviews, press) on the left, form on the right — one page, one goal.
01
4-step form
02
Units and role qualification
03
Copy and proof points on the left
The 4 steps in detail
Current setup (professional manager, volunteer-run, first general meeting) → number of units → role (board chair, board member, owner) → zip code. The email field only appears once the profile is qualified.
The qualification in detail
Tenants and very small condos drop out early. Board chairs and condos of a meaningful size make it through to the quote — the sales team works on leads that hold up.
The page in detail
Two columns: benefits, Google reviews, and press logos on the left; the wizard on the right. One question at a time, a progress bar, a back button. Webflow, with GTM / GA4 tracking on every step.
Tools
- Webflow
- Google Tag Manager
- GA4
Where AI comes in
2024 engagement: copy and structure reviewed by hand. Today, step variants and question wording would be generated much faster — qualification itself would remain a human call.
Results
22%
initial completion
38%
after the 4-step wizard
+73%
form completion
| Stage | Completion rate |
|---|---|
| Before | 22% |
| After | 38% |
+73% completion on the quote landing page. Axis graduated from 0 to 100%: the bar shows the share of the form actually completed, not just the gap.
Takeaways
- 1
Breaking up the form reduces drop-off: one question at a time feels lighter than a block of eight fields.
- 2
Qualifying early protects the sales team: units and role filter before the email, not after the meeting.
- 3
One landing page, one goal: the quote. The showcase site tells the story; this page converts it.
Visuals
Quote landing page: proof on the left, first question on the right Step 2: number of units — qualifying condo size Step 3: role — board chair, board member, owner, or tenant
Related expertise: CRO, Landing Pages, AI engineering.
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