I can't tell you how many times I have been asked "Does Growth Driven Design work for recruitment agencies?" This question can be answered in a couple different ways. If you know me, you probably can guess how I typically respond. I tend to throw a question right back at you. "Does your sales team get leads from your website?" "Do you source candidates from your website?" The answer is YES! Growth Driven Design along with inbound marketing will kickstart your website performance and ROI. That is if you follow the rules and do the work.
GDD (Growth Driven Design ) is the best way to maximize the conversion of prospects to customers on your recruitment agency website in 2017. By executing user based incremental improvements to update and improve your website you will dramatically increase your websites "stickiness" and convert more visitors into leads, and leads into customers. In turn, more recruitment agencies are taking advantage of growth driven design as a solution to optimize their websites.
Top candidates today are savvier than ever before, they consume different content at different times in different ways. Creating semi-fictional representations of your ideal customers and candidates will allow you to focus on your most qualified leads. Buyer personas include demographics, age, work role, company size, common issues or problems. Personas should tie into every aspect of the journey map. Most companies will have 3 or more personas.
- Qualitative Research - user interviews, surveys, slide up surveys, online chat, user testing
- Observational Research - treejack, hotjar and even eye movement tracker
- Quantitative Research - general web analytics event tracking funnel reporting, cohort reporting
In order to maximize and optimize your website's performance you should be looking to improve it based on user data. Continuous improvement is the core process of the GDD methodology. The website will evolve and unlock new opportunities based on these changes and updates.
Plan: Determine the most impactful action items to implement in order to get you to your focus metric goal. Develop a list with your entire team and identify the 20 percent of items that will produce 80 percent of the impact and value for your focus metric. Make a list of "must have” or “nice to have” items, if the item is “nice to have” then it will return back to the main list. The Lead strategist will pick an action item for each cycle, then the team must rally behind the it in order to stay focused and maximize time.
Build: A collaborative sprint to implement the high impact action items as quickly as possible. Make sure to balance speed with quality. Deconstruct action items in order to avoid potential roadblocks. Require all hands on deck to build out the launchpad website. Set up experiments as outlined in the action items. Request anything you need from other teams or the client as soon as possible. Everyone will work at the same time to get quick results. Pre-schedule all time needed to review the action items. The strategist is in charge of removing roadblocks in scheduling and workload. Use time tracking tools like toggle, harvest or gathercontent to keep track of the hours have been spent on each action item.
Learn: Get a deeper understanding of who your users are so you can make smarter decisions and drive more value. Let your experiments run until you’re confident of the results, ask yourself learning questions. Was our hypothesis correct? What did this teach us about the user? Did different personas behave differently? What behavior was unexpected? Further research and brainstorm next steps in order to figure out what to do based on experiment results. Document your findings with an easily searchable wiki with tettra in order to use this knowledge for future reference.
Transfer: Help the other teams improve your efforts by informing them of your user learnings and vice versa. Create a high level overview of what has been done, where you are now and your Global progress goals. Review previous cycle action items, experimental results and user learnings. Determine what recommendations to present at the next strategy meeting, in order to improve the overall performance of the team for the next cycle. You should have a list of user related questions prepared for the meetings.
If you think Growth Driven Design might be right for you, request a free website audit by clicking the link below! Take the first step to optimize your website and get it running at peak performance!