Conversion Rate Optimisation (CRO) for Recruitment
In today’s competitive recruitment industry it’s important to spend your money wisely when using digital to advertise jobs. This can easily be done using conversion rate optimisation which has the potential to halve your cost-per-acquisition (CPA). Who doesn’t want to get more for their money?
If you would like more information on some of the terms and acronyms used in digital, we have created a Decoding Digital jargon buster which you can find here.
So, what is Conversion Rate Optimisation (CRO) and how can I do it?
Conversions are when you get a user to your site to complete an action which you have set up for them. From a recruitment perspective this would be to apply for a job, or in some cases register details for more information. As your conversion rate is based on the number of conversions in proportion to the number of visitors, it’s about much more than just generating as much traffic as possible to your website.
How can I improve my conversion rate I hear you ask? Well, it starts with considering your campaigns Google analytics data. Here you can get an idea of how people are behaving when they are on your website. You can gain insights such as:
- How long users are on your website for
- How many pages they are visiting during that time
- You can also look at the rate of users that left immediately (bounce rate)
By looking at this data you can get an idea of whether the path to the conversion goal is too long or too muddily for users to use, or if your website lacks clarity. This is a good place to start with improving your conversion rate. If users aren’t reacting well to your website then improving on this can be a good start to conversion rate optimisation and getting those all-important applications.
How else can you improve your conversion rates?
You need to ensure your keyword targeting is correct. Whilst generic keywords are excellent for driving traffic to your website you need them to be relevant to get users to convert.
You can look in depth at your targeting and look for ways to open it up to a wider audience without just targeting irrelevant traffic.
Things to consider when looking at who to target for specific roles:
- How far people are willing to commute to work
- What their interests are
- Current roles people may be in
- Salary expectations
Consider when people are most likely to be job hunting and target your audience just on these days/times. You can look into when your ads are performing the best and amend the schedule based on these findings.
Retargeting; such a useful tool. If someone has already clicked on one of your ads and visited your website then the chances of them revisiting and converting are even better. They have chosen to be interested in your ad for a second time, this makes a very relevant user!
How can you work to increase the click-through-rate (CTR) of your ads? If you are targeting the correct people you are increasing your chance of generating conversions.
Top 5 reasons why Conversion Rate Optimisation
- Get more from you advertising budget
- Create adverts that are relevant to your audience
- Drive more traffic to your website or landing page
- Create a more in-depth understanding of your audience
- Increase click-through rate
There are several things to take into consideration when undertaking conversion rate optimisation. Get in touch if you would like more information.