A Case Study in B2C Services From Our Partner Pakua

Mitch Schneider
November 6, 2013

A few words about Managers Online:

Manager Online is a career site, where businesses can post employment opportunities and online users can search for jobs. It was founded in 2001, when the internet’s popularity in Brazil really took off.

Manager Online A Case Study in B2C Services From Our Partner Pakua

The Challenge

Manager Online was struggling with a host of usability pitfalls, causing only 2% of visitors to successfully register. We realized that the homepage was in need of a complete redesign. Visitors specifically had a hard time while completing the checkout form and would often abandon the registration process, and the site as a whole. Additionally, there weren’t any filters or menus on the search page for visitors to easily navigate the site.

Manager Online HP A Case Study in B2C Services From Our Partner Pakua

Improving the Search Page

Manager Online HM1 A Case Study in B2C Services From Our Partner Pakua

The Scroll Reach and Attention Heatmaps showed us that 60% of visitors scrolled down enough to view only the first 5 items on the results page even though it had 15 job opportunities!

 

 

 

 

Manager Online HM2 A Case Study in B2C Services From Our Partner Pakua

Using the Mouse Click Heatmap, we discovered that the major call to action (register) was not being clicked on enough.

We also found that job-seekers were only reviewing the results on the first 3 pages.

 

 

The Homepage: Before & After

Before

Manager Online HP1 A Case Study in B2C Services From Our Partner Pakua

 

 

 

Using ClickTale we identified that the homepage needed to be geared towards getting visitors to register. It therefore needed to be uncluttered with the addition of a clearer key call to action.

 

 

 

 

 



 

After

Manager Online HP2 A Case Study in B2C Services From Our Partner PakuaThe changes in the Homepage included:

Registration box moved higher, larger, simpler with bright yellow button.

  • Text in the “Register” call to action now reads “7 days for free”.
  • All other content on the page that wasn’t essential was removed.
  • The filter search call to action was lifted higher on the page.
  • The addition of a display of current job opportunities in real-time

 

 

 

 

 

 

 

Results

  1. We increased registrations by over 50% and now always convert over 3%.
  2. Following the changes, the Alexa ranking of Manager Online rose 30%.
  3. The redesign of the search pages has made space for ads which will create a new source of revenue for the business.


Please share your thoughts in the comments section or on Twitter, or Facebook where we are always listening.

Want to learn more about how the ClickTale system can help you optimize your website and increase conversion rates? Click here.

 

 

PAKUA is a ClickTale´s Certified Partner in Brazil: “Gostamos de tecnologia e temos expertise do negócio dentro do segmento de marketing e de comunicação corporativa. Esta união de experiências e de conhecimentos, faz com que a Pakua ofereça aos seus clientes um atendimento diferenciado e o desenvolvimento de diversos tipos de projetos para atender as necessidades deste público-alvo.” http://www.pakua-it.com.br

CLICKTALE is the leading company in Customer Experience Analytics, the next generation of web analytics solutions, monitoring website visitors’ complete online behavior and providing deep insights that help companies improve online customer experiences and increase revenues. Visit www.clicktale.com or contact us at sales@clicktale.com

How to Track and Optimize Your Marketing Campaigns

Mitch Schneider
June 26, 2013

Want to take the guesswork out of marketing and ensure you’re spending your money wisely? We’ve put together this webinar to help you learn how to cut your marketing budget by identifying which elements of your campaigns give you the best ROI.

In this webinar, we’ll be going over 4 main aspects of how to track and optimize your marketing campaigns .

  1. Marketing Channel & Traffic Source
    Let’s focus on 2 channel segments – Marketing  Channel. What channel did your clients come in from?  Did they come in from PPC, SEO, Email marketing, Referral, social networks?
    Traffic source – Not a specific marketing channel,e.g. Google, Bing, Yahoo. We used a segmented view funnel so we can see side by side conversion.
  2. Landing Page Optimization
    We identified problem areas. This specific marketing channel isn’t performing the way we like, so instead of leaving it entirely, we want to understand how to improve this weak area. How do we maximize the interaction here? The first area to focus on is the landing page.  Improving your landing page performance not only boosts your SEO ranking, but in terms of  paid traffic and PPC you see it increases your Adwords quality score which lowers your cost per click on both display and PPC campaigns. The key here is to understand the visitor intentions. When you know why your visitors is looking for your site and what they want to do you can then tailor your landing page exactly towards what they are looking for. A/B test your landing page so you’re not guessing what works and what doesn’t work.
  3. Keyword Optimization
    Understanding the intention behind a search term is the key behind high-converting marketing campaigns.  A lot of times we’ll  break up marketing campaigns based solely on linguistics and semantics. When we really should be looking at what the visitor was looking to accomplish when they put in a search keyword? What’s their intended activity? Once you understand that, you’ll be able to tailor the experience, the advertisement and the landing page directly back to the visitor and it will increase conversions . This will also help you budget wisely so that  in terms of paid marketing campaigns understanding how visitors from a specific keyword react helps you understand what keywords are worth placing a higher bid on.
  4. Integrations
    You have to look at the full picture in order to take as much of the guess work out of marketing as possible. You need to make sure that data does not stand alone. You’re not just getting one picture from one side, you should look for the full picture of visitor interactions, both quantitatively and qualitatively. Understand why one factor converts better than another.

Don’t miss our next webinar. Register  for ClickTale’s free live training sessions by clicking here!

Please share your thoughts in the comments section or on Twitter, or Facebook where we are always listening.

Want to learn more about how the ClickTale system can help you optimize your website and increase conversion rates? Click here.

 

 

 

 

 

21 Great Tips on Website Form Optimization

Mitch Schneider
June 5, 2013

You can shed a lot of sweat and tears redesigning each page of your website, however if the last page of your funnel, the form(s), is not optimized with the same precision and personal touch as the pages before it, your time and money are as good as wasted.

ClickTale Giant Book Of Form Optimization 21 Great Tips on Website Form Optimization

Click here to download the eBook

After analyzing the forms of 830 of the web’s top performing websites, ClickTale has developed and summarized 21 of the most helpful tips in this easy-to-navigate Giant Book of Form Optimization. Learn all the key tips you need to personalize your web form redesigns according to both the industry and type of form you are optimizing, enabling your visitors to reach their goals, while simultaneously achieving your own.

This eBook is divided by the five usability components of web form analysis, including:

1)      The CTA (call to action)

2)      The Supporting Elements

3)      The Page Design

4)      The Form Field

5)      The Convenience Factor

Download the eBook if you want to optimize your forms for maximum conversions.

Please share your thoughts in the comments section below or on Twitter, or Facebook where we are always listening.

Want to learn more about how the ClickTale system can help you optimize your website and increase conversion rates? Click here.

 

Stay Connected

ClickTale Newsletter

What is ClickTale?

ClickTale shows movies of browsing sessions, heatmaps of mouse moves, conversions analytics, and much more.