Solutions
Landing Page Optimization
The most important pages on your website are your landing pages. A landing page (also known as a lead capture page) is a page where job seekers “land” after clicking on a link from Pay-Per-Click advertising or, in search engine results. Your landing pages are the first impression potential candidates get when visiting your career website. The goal is to persuade the candidate to take an action such as:
- Filling out a form
- Uploading their resume
- Contacting you
Arbita can help you develop new landing pages or optimize your existing landing pages. An effectively optimized landing page improves the candidate experience as well as increases your application rates.
How Do We Optimize Landing Pages?
It may sound simple but there is a true art to creating an engaging landing page that converts visitors to applicants effectively. Landing page optimization is fundamentally different than SEO-- what works for visitors who clicked on a paid search ad won’t necessarily convert as well for a visitor who clicked on an organic result.
There are two types of landing page optimization:
Content Optimization – Content optimization means analyzing and tweaking on-page elements such as images, colors, taglines and calls to action to find the most effective presentation. This type of optimization answers questions like:
- What headline converts best?
- Does a picture of your employees compel more people than that of your CEO?
- Do visitors respond better to red or blue color scheme?
Segment Optimization – Takes a slightly different approach. Segment optimization is about determining how many different landing pages are needed for a particular campaign. Instead of creating one landing page to please everyone, we break out several versions, each focusing on targeting a particular segment of your audience. For example: A candidate in their 40’s will more than likely respond to different messaging than a candidate who just entered the workforce because their motivations are different.
Regardless of what optimization approach works best for you, multivariate testing can be integrated into your package. With multivariate testing, we test an element such as the placement of a logo/image against one or more variations to see which is more persuasive and does a better job at converting visitors into candidates.
If you would like to speak with someone about Arbita’s landing page optimization services we invite you to speak with a solution consultant!
