By improving the design of a website’s soft conversion point, Beacon confirmed that first impressions matter.

Challenge: A top specialist employment agency required a
way to boost its pool of applicants as well as institutions
looking to fill open positions.

Each job opening posted on the client’s website included a
contact link at the bottom of the job description. There were
no other touch points. Although the end of the job listing was
a logical place to include a call to action, few people were
using it because it was somewhat inconspicuous. It was a
simple text link and was placed below the fold. Reducing the
amount of clicks a user has to make in order to make contact
can significantly increase conversion rates and time on site.
Beacon was given the directive to boost visitor conversion
numbers without changing the job listings page, due to
various third party considerations, even though this page
was the most natural conversion point.

 

Business Solution: Beacon identified the problem and
needed a simple, more visible way to allow both job seeking
applicants and hiring facilities to find a way to contact one
another. This prompted the design and creation of a single
contact page, which had previously not existed on the client’s
site. However, it was the design and inclusion of a consolidated
contact page “short form”, incorporated into each of the site’s
pages, that was the real game changer.

Utilizing a shorter form with fewer fields can significantly
increase the number of conversions. Eliminating just one
form field can help increase conversions by as much as 50%.
Inclusion of this “short form” in a non-intrusive way on the job
search pages and all other related URL’s resulted in a significant
increase in conversions. Thus, many new job seekers and
valuable institutions in need of immediate resources were
added to the website’s database.

Results: The actions taken to improve site performance
yielded almost immediate results. Overall goal completions
increased by over 54% and goal conversion rate improved by
almost 48%. Other site metrics such as on-page engagement
and time on site increased as well.


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