Executive Summary
Introduction & Background
Huntly.ai, a B2B SaaS platform and marketplace for recruitment services, faced a significant challenge with low activation rates among recruiters. Despite successful recruiter acquisition, the rate of recruiters uploading their first candidates’ CVs was disappointingly low.
This case study details the steps taken to identify the root causes of this issue and the strategies implemented to resolve them.
Objective
The primary objective was to increase recruiter activation rates (defined by the submission of a candidate’s first CV) through addressing potential issues involving technology/software, user experience, and communication.
Problem Identification
A thorough investigation was conducted to understand the factors contributing to low activation rates. This included:
Technical Audit
Initial technical issues were identified and resolved.
Quantitative Research
Using tools like Google Analytics, Mixpanel, and Jotjar, we created a conversation funnel to track key events from sign-up to CV submission.
Segment Analysis
Recruiters were segmented by acquisition sources (paid ads vs. inbound) and backgrounds (in-house vs. independent), revealing distinct patterns in drop-off rates.
Qualitative Research
Direct interviews, exit surveys, and feedback forms provided insights into user experiences and frustrations.
Observations
Key findings from activated and non-activated users highlighted several pain points:
1
Activated Users:
Confusion during onboarding
Lack of guidance post-submission
Frustration with the time to first earnings
2
Non-Activated Users:
Difficulty sourcing candidates
Unclear job description requirement
Trust issues with the platform
Key Decisions
Based on the research, the following strategies were implemented:
[01]
Improved Onboarding
A step-by-step guide was introduced to simplify the onboarding process.
[02]
Enhanced Nurturing Campaigns
Email campaigns were tailored to provide reminders and how-to tips, especially for users acquired through paid ads.
[03]
Development of Huntly Wiki
A comprehensive resource was created to serve as a source of truth for users.
[04]
Trust-Building Marketing Communications
Efforts were made to address trust issues through clearer communication and transparency.
Key Results
The implemented changes led to significant improvements:
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.
Key Takeaways
Simplified Onboarding
Clear, user-friendly processes are essential for user activation.
Segmented Marketing
Tailoring strategies to different user segments yields better results.
Trust and Credibility
Transparent communication and robust security measures build user trust.
Continuous User Feedback
Regularly integrating user feedback leads to ongoing improvements and user satisfaction.
Data-Driven Decisions
Leveraging analytics to understand user behavior informs more effective strategies.
Have any questions in mind?
Let’s Talk!