As companies embrace a talent acquisition landscape that is rapidly changing, the available tools and technology can be overwhelming. Not to mention digesting the collected data, in order to make intelligent decisions. When doing so, an important objective that can be overlooked is the applicant experience (user experience).
At Bayard Advertising, I’m in a unique position as Project Manager for creative and development as well as Digital Specialist managing tagging, tracking and reporting. Having insight into these areas, I witness firsthand how the user experience can significantly increase conversion rates, as the process and messaging are tailored for a specific audience. With user experience having a direct impact on the bottom line, it needs to be high on the list when developing strategy and tracking needs to be in place for optimization. This is a broad topic, so the focus here will be measuring user experience using Google Analytics.
Mobile vs. Desktop
We sampled data from 20 career websites that receive more than 10,000 visits per month, and the average for mobile traffic was 56% of total site visits. User interaction will suffer if the layout and content of your website are not optimized for mobile devices.
The conversion rate measures the heartbeat of your user experience. Setting conversion goals allows you to measure the path to conversion, attribution, and opportunities for improvement.
In order to drastically improve your conversion rates, you should look to improve the following:
- – Your ability to reach your target audience
- – Creating a direct path to apply
- – Ensuring your site content is relevant
- – Making sure your site is optimized for mobile devices
Session Duration, Average Page Depth, and Bounce Rate
When you’re reaching the correct audience, your content is enticing, and the site is easy to navigate, users will stick around significantly longer and visit multiple pages. You should look to make improvements in these areas if your bounce rate is more than 30% for a multi-page site.
Page Scroll Depth
This is a great metric for landing pages. An impactful barometer for the effectiveness of your content strategy can be how deep a user scrolls on your site. Tracking this will provide data that can lead to the optimization of content and conversion placement.
Geography and Language
When analyzing your web traffic, it’s important to understand where your audience is located. You may find that there is an untapped market showing interest in your organization. In addition, if your company reaches a market that speaks another language, you may want to accommodate that by including translations.
Monitoring and refining the metrics listed above will set you on your way to providing a user experience, that inspires people to connect and apply to your company. While it can often be hard to assign an ROI, user experience represents a necessary investment in today’s employment market and can be implemented and tested in stages to ensure cost efficiency.
With the applicant and candidate experience so closely connected, it’s imperative that you do not stop analyzing a users journey once they’re in your pipeline. Virgin Media was losing a projected $5 million annually due to a candidate experience that was leaving them with disgruntled customers. In most lines of business, the chances are an applicant/candidate started as a customer or advocate of your company. With that in mind, we should use data to make informed decisions about how we interact with applicants, candidates, and customers.
For more information on how to track, tag, and analyze your applicant or candidate data, please reach out!