User Activation Matter - Huntly.ai
Client
Huntly.ai
ServiceS
User Activation Improvement
Year
2024
Introduction & Background
Context
On the client side, the company is a mix of a B2B SaaS platform; on the supply side, it is a marketplace (managed closed marketplace for clients and recruiters).
Seen as an Uber for recruiters, the company offers a recruitment service based on a network of recruiters. This approach gives clients unlimited reach to software engineers while keeping a competitive fee three times more attractive than competitors.
Problem
While recruiter acquisition was impressive, the activation rate was low. Activation is defined by a recruiter uploading a candidate’s first CV for a job.
Baseline metrics: redacted % - activation rate
Redacted %
Retention
Redacted %
Visitor to sign up
Recruiters
Professionals responsible for sourcing and managing candidates for various job roles.
Recruitment Managers
Oversee teams of recruiters and ensure the recruitment process aligns with company goals.
Role
Led a team of copywriters, designers, marketing specialists, software engineers, and product managers.
Problem identification
Context
There can be many potential reasons for low activation rates, such as product-related issues (poor IU/UX, lack of key features, or complex onboarding reasons), unclear value proposition, vague marketing communication, wrong target audience segments, issues with trust and credibility, engagement and support, technical issues, and more.
First, I initiated a technical audit that removed the technical issues. Then, I started searching.
Quantitative research
I used analytics tools such as Google Analytics, Mixpanel, and Hotjar (for heatmaps and session recordings) to build a conversion funnel. In this case, there were 5 key events for the funnel:
Qualitative Research
To better understand users, I decided to talk to those who activated and those who did not. We put exit surveys and feedback forms on the website for non-activated users while also arranging direct interviews. For activated users, we conducted direct interviews only.
Some of the sample questions were:
What specific challenges or issues did you encounter during the signup or activation process?
What features or information were you hoping to find that were missing?
What was your main motivation for signing up for our platform?
What was the primary reason you decided not to complete the activation process?
Is there anything specific that would encourage you to return and complete the activation?
After that, we launched exit surveys and email outreach surveys.
Segment Analysis
Then, I moved to segment analysis. First, I was interested in segments with different acquisition sources. In our case, it was paid ads (display + search) and inbound (PR, SMM, and others).
Comparing these two segments showed a significantly higher drop rate for the paid ads segment at the specific vacancy opening and data-filled steps than inbound recruiters.
Next, I decided to compare two segments based on recruiters' backgrounds. The first segment consisted of recruiters who worked in-house at tech companies, and the second consisted of independent recruiters.
The analysis showed that, at each stage of the funnel, in-house recruiters’ activation rates were lower than those of independent recruiters.
Segment Analysis
Paid Ads
Display + Search
PR
SMM,
& others
Inbound
Observations
ACTIVATED RECRUITERS
Redacted %
Felt frustrated about the time period needed to get their first earnings.
Needed regular updates about the hiring process on the platform and client sides are needed.
Found the onboarding process unclear.
Emphasized the importance of a cohesive visual design.
Mentioned that it was not clear what to do next after a candidate was submitted.
Actual Quotes
“
"I was frustrated by how long it took to get my first earnings. I expected it to be quicker"
"I really liked the platform's design. It was clean and cohesive, which made it easier to navigate"
“The onboarding process was a bit confusing at first. I wasn't sure what steps to take after signing up”
"After submitting a candidate, I wasn't clear on what to do next. Some guidance would have been helpful"
"Regular updates about the hiring process would be great. It would help me keep track of everything"
NON-ACTIVATED RECRUITERS
Redacted %
Didn't understand the meaning of some Job Description requirements.
Didn't clearly understand how to source candidates to be uploaded to the platform.
Signed up for a couple of similar platforms at once and felt overwhelmed by the specifics of each competitive platform.
Didn't find the vacancies they feel can help with
Actual Quotes
“
"Some of the job description requirements were unclear to me. It made the process harder"
“I didn't really understand how to source candidates to upload to the platform. More guidance is needed"
"I signed up for several similar platforms at the same time, and it was overwhelming to keep up with each one"
"I couldn't find vacancies that I felt I could help with. The selection was limited for my expertise"
Additionally, there were a few observations specific to the segments:
Redacted %
Some independent recruiters (non-activated) were biased towards platforms like ours (trust and credibility issues), saying that we may collect CVs without the intention to pay out.
Some in-house recruiters (non-activated) felt unsure about uploading candidates they source from their main jobs.
Actual Quotes
“
In-house Recruiters:
"I was hesitant to upload candidates from my main job. It felt risky and I wasn't sure if it was allowed"
Independent Recruiters:
"I had some trust issues with the platform. I was worried they might collect CVs without actually intending to pay us for our work"
Screenshot from one of the Customer Development Interviews
Key Decisions
1. The onboarding process should be improved to provide a step-by-step guide to start using the platform.
2. The nurturing email campaign should be improved to provide reminders and how-to tips, especially for the segment acquainted through paid ads (cold users).
Tap here to See more
3. Develop a Huntly Wiki to be a source of information for users.
Tap here to See more
Key Takeaways
Understanding the In-House Recruiters Segment:
One of the outcomes was understanding that the in-house recruiters segment feared using the candidates they source from their main job. Despite the marketing efforts, this concern remained significant. That was a foundation for further decisions to focus marketing and product efforts on the remaining segments instead, given that retention and LTV were comparable.
Deep Understanding of Target Segments:
Identified the differing needs and behaviors of in-house versus independent recruiters, with specific metrics showing the lower activation rates for in-house recruiters.
Key Results
40%
Increase in Activation Rates
Simplified onboarding and nurturing campaigns resulted in a higher rate of recruiters submitting candidate CVs.
20%
Increase in Trust Metrics
Improved marketing communications enhanced user trust in the platform.
21%
Increase in Engagement
Targeted email campaigns boosted engagement among cold users acquired through paid ads.
25%
Increase in Retention and LTV
Focusing on independent recruiters, who had higher activation rates, led to better retention and lifetime value.
