How we increased conversion rates from visitors to successful applications

One of my key metrics as a product manager was to drive conversions from the visitors of our job site to apply when people actually submit their contacts.

Context

We already had a working site with available jobs and user flow where potential candidates could apply for a job after reviewing the vacancy. In general, the flow looked like this: users landed on the site → they then would go to the job search → they would find a job and open the job page with a description → finally they would apply.

Task

My key goal was to find ways to increase the conversion rates throughout the funnel so that we get more valid applications from potential candidates.

Solution

I started with screen recordings and saw that users often open a lot of new tabs with jobs they consider interesting to explore later and read the requirements. My hypothesis was that if we allow users to see the description right on the job search page without the need to open it in the new tab it would be easier and faster for them to explore the job and they would be more inclined to apply right away. So we added a simple ‘expand the job card’ feature that allows users to see the requirements and responsibilities and apply right away without the need to open the page with the job.

Result

As a result, our overall site conversion rates grew by 25%.