We do like to make things complicated.
We see something simple and feel like its missing something. It’s been a while since we launched this, we should probably do an upgrade; customers expect new features; some bells and whistles would be nice.
Tell me, what couldn’t be improved with some extra bells and whistles??
Turns out an awful lot.
When we do something for long enough, we start to find ourselves falling into routines. It’s how we get through the day, the week, life, without having to over-analyse everything. The problem is those routines aren’t always for the best.…
Smart ecommerce retailers enjoy healthier profits by employing conversion rate optimisation techniques on their websites. Smart recruiters could do well by following suit.
If you’re new to the term ‘conversion rate optimisation’, its essentially getting more people to do the thing you want them to do. In retail terms, getting more people who land on a product page to place the item in their basket and pay for it.
If you flip the retail scenario over to recruitment, browsing shoppers are your candidates, buyers are your applicants and product pages are your job ads. From all the jobs on the display, you want the jobseeker to select yours. The transaction, in this instance, is made with the CV.
Of course, it’s clearly not just about the volume of applications, relevancy is crucial too. So you also need to ensure an accuracy match between the ‘buyer’ and ‘product’.
So how do you get more relevant applicants to apply for your jobs?
“Who owns the website?”
It’s a simple question, but one that is difficult to answer. I couldn’t say for sure, when I was asked it this week. If you asked the same question to people from different departments across your organisation, I expect you’d get many different answers. The majority of which would be along the lines of “I/we do”.
Perhaps the answers differ because each department has a different understanding of the question. IT builds and maintains the product/website, so they own it. Sales are selling the product, so they own it. Marketing are promoting and attracting the customers, so they own it.
So if it’s hard to answer the question at such a general level, how do you answer the second question:
Who owns conversion rate optimisation?
Does your Search specialist input into the briefing of your creative agency for your next print, TV or radio campaign? No? How about your Email marketer?
Probably not and why would they? That’s offline. These guys focus on clicks not branding, right?
In many businesses there is a distinct line separating the Online (technical) marketers and the Offline (creative) marketers. And that’s a big mistake.