This is a guide to work out page conversion for your website. Although this applies to all websites, I’m a recruitment specialist and therefore this guide is customised for any recruitment website.
Why do you need to work out your conversion?
Why is conversion so important? It’s a good question but not a lot of people take the time to work this out due to the lack of data and knowledge. Conversion is important as it’s the efficiency of turning a visitor into either a know candidate or client. The higher the conversion the better the performance of your website. Let me set some expectation here you’re not going to get 100%. That’s probably completely impossible apart from google’s search page.
What’s the industry benchmark
This is sometimes difficult to work out as this is not shared openly but luckily I’ve worked on a lot of projects and I’m apparently an expert in conversion. So here’s the rub, first before you look at conversion you must make sure you’re targetting the right visitors, if you’re trying to sell ice to an Eskimo you’re page conversion will below. Let’s for the sake of this article appreciate that you have the right visitors, then a good landing page should convert at around 5%. Even without trying most pages will convert with around 1.5% and some decent optimisation this can be tuned to 2.5%. So when I talk about 5% this is generally pretty good.
What variables are included in page conversion?
A lot of people manipulate conversion to be high as possible (for obvious reasons). Actually, page conversion should start when you land on the page (the landing page). Often this is not the homepage and most likely a landing page, or the actual job page. Wherever the journey starts this is the start of the conversion funnel. You want to keep the conversion funnel as short as possible, the old adage that 3 clicks is plenty still apply. I think in recruitment you can convert a candidate from just a single page but realistically visitors tend to take a quick look around to qualify you first.
If you have Google Analytics installed login and take a look at your Behaviour Flow, it’s a real-time graphical representation of your landing page to conversion on your website.
Calculating the conversion
With a bit of luck, you now understand the behaviour flow of your own website. You are now in a position to work out the conversion. Now there are a few points of conversion on a recruitment website:
- Candidate registration
- Client job upload or enquiry
- Contact us
- AI or Chatbot conversation
For the sake of this article we’re going to focus on the main money maker here, candidate registration. In a typical example the candidate will:
- Land on the site via a landing page or directly on the job page. Take a look at the job description and then do either two things:
- Apply for the job via you’re registration form
- Look at more jobs as they want to see if you have anything better
- Find out a bit more about you and your agency
- Then finally complete the registration
- Probably apply for all the jobs on the site anyway sending their CV 20 times.
So this is how you would work out the conversion based on the following funnel stages, I’m going to use some basic numbers to illiustrate the point:
Stage 1. 1000 users land on the landing page
Stage 2. 50 people click to apply for the job (5% conversion from landing page to apply button)
Stage 3. 30 people complete the form and sucessfully apply. (60% conversion from apply to job completion)
The overall conversion from stage 1 to stage 3 is 3% conversion ratio.
So there we go a simple example of how to work out your page conversion. If you want to hook up your website to work this out, there are a few nice tools out there which will help you visualise the process and even record sessions so you can see any potential issues.
I’m going to writing an article just on Hotjar and how to set up conversion metrics. But keep an eye on our guide for usability for recruitment websites.