The science behind high-converting websites: top 9 tips to increase candidates conversions

#1: Have a website that looks good, and performs better

Your website is your digital hub. A high-converting website knows how to capture visitors’ attention and keep their retention. Your website needs to wow your audience, while also being user-friendly. Without this combination, customers will leave your site altogether.

In today’s digital landscape, having a website that performs flawlessly across all devices is crucial for success. A responsive website design is the key to increasing conversion rates and improving your user experience. Make sure your website is mobile-friendly. Your website needs to be optimized for mobile or your visitors are going to drop within a second.

#2: Increase conversions by de-cluttering your website

One of the best ways to increase the interaction of your visitors and turn them from visiting job seekers into applicants is to de-clutter your page. Website clutter will decrease your conversion rate and cause you to lose money, whereas de-cluttering and optimizing your website will increase conversions. The impact of a clear website and simple layout, with easy-to-find call-to-action buttons, can improve the chances of a visitor’s action.

While the clarity of design is not the only contributing factor, it certainly has an impact. A clean navigation layout makes for a better prospect experience. You can still choose your content preferences if it is based on the company’s field or audience structure, depending on what your audience is interested in. Decluttering means less is more. It will require you to carefully select what goes and what stays and for the information you keep being as clear and motivating as much as possible.

#3: Include Valuable Resources

To increase your website conversions, start by understanding your target audience: what brings them to your site, the pain points they experience, and the needs that persuade them to act. You will define what type of resources might be useful for the audience.

To convert your candidates, you need to put yourself in their shoes to understand what they want and care about. One of the best ways to engage with them is to give them what they are interested in or need now.  Put effort into the valuable resources you can provide them with and earn the right to ask them for their information.

#4: Track how candidates interact with your website

It will be hard to improve your conversion rate if you do not know how candidates are interacting with your site. Tracking users and seeing how they interact with your website applications helps you improve your performance. Website engagement tracking helps you understand your candidates' preferences better and discover the reason users leave your site.

On a website, engagement data provides a more complete picture of a candidate's interests and preferences beyond just which pages they clicked on. It can include metrics such as time spent on a page, scroll depth, or even how a visitor interacts with certain elements on the page. By tracking our visitor's journey, you can gain insights into what truly captures their attention and use that information to increase engagement and conversions.

#5: Improve SEO on your recruitment agency website

The most common first step in any career move is a Google search. Ensuring your staffing agency appears in the top search results is now a key component of your business and marketing strategy. The alternative is to look again at your website and create an effective Search Engine Optimization (SEO) Strategy. SEO is not only about making technical changes to a website but to make it easy for Google to read. You need to provide useful content that people need and want to read. Because most job seekers expect to get high-quality content when they do the research.

Understanding how a candidate will search for a new job is critical to determine the right keywords. Try to make it simple because there is no value in being too clever for terms that no one will use. To be attractive to a candidate, a website must include good, informative, educational content. Keyword research is the basis of all search marketing. Proper keyword research will make clear what search terms are used by your audience. Do not forget to improve the SEO performance of your website to increase the conversion rate!

#6 Cultivate an engaged community

A community center is a hub where candidates can connect, interact, and bring value to one another. Community allows your audience members to feel part of something bigger than themselves. It is not easy to turn your passive audience into a thriving community and its long-term to establish relationships with them. Recruiters need to carefully cultivate their talent community through personalised communication and highly relevant content. One of the most effective ways to turn from a passive audience to an engaged community is to involve them in your content.

From a pool of databases from your website, candidates who have joined your talent community have already taken the time to demonstrate that they are interested in becoming members of your company. Stay connected with them by sending updates tailored to their interests including newsletters as well as information about all potential open positions. The talent community could become top-of-mind awareness to ensure that when a candidate is ready to make a move in their career, they will think of your company first. Converting potential candidates from your website into your talent community should be automated to save your cost and time.

#7 Launch high-converting pop-ups

Popups are one of the best ways to generate leads, however, we all know that popups can potentially be annoying and sometimes cause trouble. Make sure that you are improving your conversion rates and your user experience while applying your pop-up campaign. First, you need to determine what is your goal or achievement of your pop-up campaign. For example, you want to increase subscriptions for your email campaigns to introduce a new product feature to your existing customers. Second, you must understand your target audience to place valuable pop-ups on pages where new candidates are most likely to land. Your pop-ups must bring a good benefit to your visitors because you only have less than a minute to convince them to engage with your pop-up and to click on your call-to-action button.

Ensuring your popups display at the right time is the key to converting users. Exit popups are designed to show up at the exact moment when a visitor leaves your site. This is the most crucial time to send a simple and compelling offer that can keep visitors on your site. To make the form stand out and get the user’s attention, Pop-up forms should look good and have a clean, consistent design that is easy to read. Do not forget to optimize your popups for mobile and on different screen sizes.

Let’s say you want to collect more email addresses to grow your database and convert them into your customer list. There are several popup options you can choose from, for example:

• Subscribe for content updates or a newsletter. This is a viable choice for your blog article, new features product update, or online seminar release.
• You can use the Interfaces chatbot component as a popup overlay on your website. Providing immediate and interactive support to your visitors is crucial.
• Learning Course ads offer a CV writing introduction or interview techniques learning course. Offer your users a pop-up.
• If you have a useful and valuable resource, like a free eBook to offer to your visitors. You can use a lead magnet pop-up to offer your website visitors in return for their contact details.

#8 Personalise the job search experience for your candidates

Providing a personalised experience to your candidates will surely bring better results. As tailored recommendations are more sophisticated and help to improve the overall experience. It’s a powerful way to make customers feel connected with your brand and understood. Personalisation is the process of tailoring a website's content, design, and functionality to the specific need and interests of individual users. Using data such as user behaviour, browsing history, and demographic information to create dynamic content, targeted messaging, and personalised navigation. The right technology based on the right data will help you personalise the whole talent experience and make your users feel more valued. Using data such as the candidate’s location, job preferences, and qualifications to present the most relevant job openings is an effective way to tailor the job search experience for your candidates. For example, if a candidate is looking for a job in a specific location, the website will automatically recommend all the opening jobs available in that city. Providing a personalised job search experience can lead to many applications and candidates.

Tailoring the communication with potential candidates to their specific needs and preferences. Personalising communications can be done in several ways, such as:

• Sending personalised emails or text messages to your candidates, to keep them active and get updates on their status of application.
• Applying personalised calls-to-action in your communication, such as encouraging candidates to complete their applications or download your eBook.
• Sending personalised follow-up messages to those who have dropped out of the application process and re-engaging them to complete it by sending them some useful add-on information.

#9 Test to improve your website conversion rate

Every website needs to be tested to improve; it allows you to know the effectiveness of your site by running several variations at the same time. This approach helps you determine which is better and how your website is performing. You need to clarify which variables you want to begin testing to improve your user experience to increase your website’s conversion rate. You can use your data available to identify what is important you want to focus on and what tests you need to do. For example, you should consider some main tests like:

• The headline
• Visual copies and images
• Copy and content writing
• Page layout and navigation
• The size and the wording of your CTA button

Next moves: Choose the right website platform

Ultimately, all of the above are achievable when you choose a website platform that enables you to create and maintain a high-performing website, easily produce regular content and track and measure results. If you want to take your recruitment website to the next level and are looking to increase conversion rates, our team of product specialists are here to support you.