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The rule of ABC: Automation, Benchmarking and Conversion

8 months ago by Matt Comber

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It may come as no surprise to you, but launching a website is never the end of the story. It still comes as a surprise to me, however, that there are web developers out there happy to sell the dream of an aesthetically-pleasing website and then walk away as soon as it’s completed, leaving clients with a static object that has to thrive in an environment that changes every single day.

As a business owner or employee, you have the responsibility of keeping your website up to date, whether that be protecting users’ data during a time of more sophisticated cyber security threats or simply keeping functionally up to date with trends. Security and new features are just a couple of business areas which you need to keep on top of, all of which carry importance.

We have a simple approach to ensuring that your website and business keep moving forward in a fast-paced digital world.

Automation

How much time do you have in your day? I bet it’s nowhere near as much as you think. When it comes to marketing, your company needs to be a 24/7, 365 attraction tool and to achieve this, your website needs to be able to offer automated communication processes in order to generate those all-important leads. According to Monetate, personalised web experiences result in 20 percent more sales, so your website must possess the ability to deliver marketing messages that are customised to individual contacts morning, noon and night. For example, sending out tailored job alerts to registered candidates is essential for recruiters, and a website must have the functionality to carry this out on your behalf.

Personalised website experiences result in 20% more sales

It’s for this very reason that I believe businesses should always work with a web developer that is a specialist in their particular field. Some may argue this is irrelevant, and perhaps for some industries sector experience isn’t as much of a priority. However, when it comes to our sector-speciality of recruitment, it’s essential we possess a deep understanding of the way recruitment processes work and the nature of day-to-day operations so that we can provide the very best solutions.

We are constantly looking at ways to automate our client's websites to help improve them. Programmatic advertising will become more important for recruiters over the next 24 months and we are already experimenting with this with interesting results.

Benchmarking

The launch of a website is just the beginning; it then needs to start generating ROI and when it comes to recruitment it’s arguably the biggest and best engagement tool you have. So, from the homepage to the terms and conditions, our focus is on ensuring that each page works hard whether that’s through user-friendly content, positioning of Calls to Action, or the overall site navigation. This process is evolving and often the improvements we implement are not just ‘technical’ but often user related.

Benchmarking recruitment website performance though can be difficult as there are so many varying factors such as sector, competition and seasonality. We have found that the best way to get consistent performance is to analyse specific areas of our client's websites and then create consistency.

A great example of this is your application process.

We use tried and tested e-commerce techniques to aid and increase conversions on our websites. This process is successful for all of our clients and as a result, we know that this is the benchmark of success to work from. Rather than benchmarking in a metric way (number of conversions) we can benchmark in User Experience (UX) way and create excellence by doing this.

There are lots of consistent areas to benchmark on recruitment websites which means consistency in performance is a highly achievable goal. I’m certainly not in the business of starving creativity, but as a wise man once said to me, “clicks are great but £’s are better!”

Conversion

As a result of this work, an average client website developed and maintained by Volcanic converts at over 10 per cent (10.8%), meaning that for every 1,000 visitors, we expect to generate 100 candidate registrations. Couple this with the fact that the average Volcanic website has over 100,000 job searches per month and you can see the value in our continuous work.

By taking reporting analytics, we can breakdown the % conversion rate and application rate by source. This then helps us to focus on which areas are actually performing, rather than areas we think are performing.

On average, SEO traffic converts at 1-2%, whereas Jobs by Email convert at 12%

SEO is a prime example of this; Recruiters, like the majority of industries, look at SEO as the holy grail of website importance and I won’t pretend it isn’t important within the recruitment mix. The truth about its conversion rates though is startling. On average, SEO traffic converts at 1-2% for recruitment sites, whereas Jobs by Email (JBE) converts are 12%. As a result of this, a balanced focus needs to be made when assessing what to improve on, would you like to put a lot of effort into SEO, or improve your email content?

Without automation and benchmarking, a website is a setting to fail when it comes to converting leads, which is why the automation, benchmarking and conversion (ABC) approach should always be taken. We’ve seen a number of businesses fall into the trap of having a website developed that doesn’t work hard for them over a period of time, leading to unplanned additional investment on solutions that actually help them generate and convert leads.