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How to improve your conversion rate

Written by Vicky Jessop on 30 Aug 17
How to improve your conversion rate
Technology has transformed the way in which we live and work. When it comes to the job market, the impact is no different: job boards and job aggregators make it easier than ever for people to find jobs at the touch of a button, and recruitment websites are a crucial part of the employment process, connecting the right talent to the right jobs at hand. In an industry that’s bursting at the seams with competition, it’s vital that you understand how well your website is performing so you know where to improve. 

The best way to measure the performance of any website is through monitoring traffic and keeping tabs on your data, so you know which areas of your site need improvement. 

Measure your traffic

Data is the most valuable asset you have when it comes to measuring the performance of your website, but many people don’t know how to optimise it. It’s easy to start by setting up your analytics online through Google Analytics; this makes it easy to see what your top sources of traffic are and see your top performing sources by the numbers. 

Measure your traffic and compare it year on year to find out where you need to improve and where you don’t: digital recruitment marketing is all about being visible, so invest in and monitor your own digital channels. To find out how you’re performing on sites like Google, you should also keep an eye on your Google Rankings, measuring which phrases you want to rank against and monitoring their performance.

Monitoring your data online also lets you track successful conversions, and find out their source; did they come from Google, job aggregators, content marketing, social media or paid advertising? Once you know that a particular area- for instance, Google- is producing a high number of candidates that are making it further down the recruitment funnel, then you have a reason to invest more money in SEO and paid advertising that will make you more visible on Google. 

Set goals and objectives


There’s no point in measuring your data if you don’t improve on it, and to that end you need to have a set number of goals to work towards, especially that of your conversion rate. Your conversion rate should be the sum of your conversions divided by your traffic, and you should be aiming for a rate of 5% or higher; if it’s lower then it’s time to look at the quality of your job advertisements and your candidate engagement. 

Improving your website should be a continuous process; once you’ve hit one goal you should set another or focus on another area. 

Use a conversion funnel



A good way to increase your conversion rate is through a conversion funnel. Using a funnel is an excellent way to measure the number of people who move through a series of steps in the job process before a hire is made, and it is invaluable in helping you to identify areas for improvement. At each step of the funnel, you can identify the number of people who reached a certain step- for instance, uploading their CV- and which percentage of people reached the step after that: applying for a job. 

Using conversion funnels in this way help you to find the bottlenecks in your job application process and your customer acquisition. Once you know where a large percentage of people fall away and don’t reach the next step it’s easy to know which area to target in order to get a higher number of conversions with the same website traffic. 

With that in mind, it’s also a good idea to monitor your funnel to find out which areas source the most high-quality candidates, who go furthest through the job application process. Track people through the funnel: using web analytics will only let you see how many people go through the process; using customer analytics will give you a much more detailed portrayal of what people are doing within the funnel and how long it takes them to go from step to step.

Talk to the experts


At 4MAT, we pride ourselves on knowing recruitment marketing inside out, whether it’s designing a new recruitment website or helping to measure the impact of a current one. We know how important it is to make sure every aspect of your recruitment website is up to scratch, and that’s something we’re hoping to help others with in our newly released Recruitment Marketing Playbook.

Find out more about what we do here, or if you're feeling curious check out our Recruitment Marketing Playbook below.



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