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Your website conversion forms aren't working
Your website conversion forms aren't working

In an ideal world, the use of forms on websites would be limited, or in truth, nonexistent. With the growth of chatbots & conversation-based conversion tools, the next few years should start to see a move away from the traditional web form that we’ve all become accustomed to.    However, the reality is that forms are still a crucial method in the conversion process of any web business, and as such the optimisation of them is vital to your business’ performance online.    According to Wordstream, B2B landing pages convert ar around 2.4% with the top 10% converting at over 11.5%. This triggers the question, what are the best websites doing to create such a large gap?   Analysing your problem   The first step to solving the problem is to identify where the problem exists. To do this, start to visualise the flow of users on your website and make a note of the conversion points (where the forms ‘live’ in the process). Then, follow on from a completed form to where the enquiry (MQL/SQL/CQL or whatever term works for you) goes and then finally what the conversion rate is.    As an example, I’d recommend drawing a funnel of Landing Page > Form > Sales Contact > Conversion. Where possible, give names to the individual landing pages and forms. Micro-level management is fine here as the same form might work better on different landing pages.    By baselining the process, you will now start to see where things are going wrong/right. I’d begin by looking at the number of qualified candidates/clients versus those that aren’t of good quality and are being qualified out as a barometer of success.    Problem: Users aren’t completing my forms Sometimes, people just don’t like filling in forms. Depending on the job you are hiring for, you need to consider offering other options than just a simple web form in order to capture the application.    Consider the length of the form and the information you are asking for also. Do you really need to ask the questions you’re asking, or would a simpler form to capture data, with more complex questions later in the process help to increase conversions?    I would consider using chatbots, live chat or easily displaying telephone numbers on job posts. By mixing up the variety of contact methods, you’re likely to increase conversions from candidates/clients you didn’t even know about.    Problem: The quality of my applicants/clients isn’t right Unqualified clients and a high volume of candidates you can’t place are the enemies of the CRM system.   When your user is ‘in the funnel’ i.e. on your job listing or form completion page (I’ll include the contact us page here too) you need to make sure you’re taking the right steps to qualify in/out to improve the performance the further down the funnel you get.    If we have the ideal candidate or client hitting our websites we want them to speak with sales immediately. You’ve probably walked into a car showroom at some point. The first thing you see is the stock of cars, sales messaging, and pricing. This is all seeking to qualify the right buyers. As soon as you show interest, a sales rep walks straight over, introduces themselves, and starts to further qualify you. This is the experience we want to provide digitally.   Solutions: By personalising website experiences based on user behaviour, ad tracking, and other personalised messaging, we can deliver higher qualified leads to our sales teams that in turn increase our conversion rates.   The goal here is to qualify out as much as you qualify in. The best salespeople do this without thinking about it and your website as an extension of your sales function should be no different.    Problem: I can’t get hold of candidates/clients after they fill in forms It’s a well-trodden path that the faster we get back to our prospects, the better chance we have of closing/placing them.    Often, systems aren’t correctly hooked up in order to route the right lead to the right person. Ask yourself this; what happens if a client sends a job spec to my agency? Who picks it up? How quickly will we respond?    The likelihood is that you have a lag between marketing (generation) and sales (closing) activities in your business, which is normal but entirely preventable.   Solutions: To solve the issue, we need to make sure we have a few simple steps in place. Firstly, does the form have an email that goes to a ‘live’ and ‘monitored’ mailbox? If yes, what’s the turnaround time on this, and who (you need to give a name!) will get back to the customer?   If you want to get really smart here, bring in automation. When synced with your Sourceflow websites forms/landing pages, Herefish by Bullhorn can automate a response to the customer to trigger an email. This email could contain a link to calendly to book in a call or contain other information that will assist and qualify the sales prospect.    There’s a lot of scope for combining website marketing tools with CRM automation so I’d advise mapping your journey first and then working with your technology providers to improve the experience.    Conclusion As we can see, forms play a crucial role in the performance of your business. Try implementing some of the steps above, as well as looking at the actual forms themselves to make sure they are fit for purpose. Do they work on mobile/tablet? Do they integrate with your CRM and other systems?    If you need help understanding how to get more from your website's performance, get in touch with us and we’d love to talk about how we deliver a high-performance culture as standard.

Why service shouldn’t be an additional cost
Why service shouldn’t be an additional cost

Partnerships are everything in the quest for growth I’ve been fortunate enough to have worked on thousands of website projects over the years. One thing that I've learnt over the years is that partnering with your clients rather than acting is a supplier is the number one way to increase growth potential. One of the founding principles of Sourceflow is to provide an exceptional customer experience and the quest to continually improve how our clients feel about working with us. As a result of this we don't charge any additional fees for customer success, for time spent with Customer Success Managers or indeed any other customer success related activities. What this means is that we encourage our clients to work continually with our customer success team to enhance the proposition that we provide and to continually grow together. For some companies the approach of charging for customer success might work and I can see why you would, especially at scale. Larger companies may feel the need to charge for customer success due to the struggle they have with balancing profits, resources and customer demand volume. It's my belief (and experience) however that even at scale, not charging for ‘CS’ is possible (and generally the right thing to do) to encourage customers to work closer and closer with their partner. I'm aware there’s a fine line between service and over-service and I think if you have great relationships with customers fair usage policy (as an unwritten rule) should apply. The name ‘Customer Success’ in itself is focused on the outcome; success. So why charge for this when platform fee’s & service cover the costs and profits of a SaaS business?

What recruitment marketers need to know about third party cookies
What recruitment marketers need to know about third party cookies

  First things first   What’s a first party cookie?   Generally when we think of cookies, we think of standard cookies. These cookies keep you logged in to websites or help personalise experiences.    Example: A user visits your recruitment website. As the page loads, some script (code) that you have included behind the scenes on your website runs. To make that script come to life, a ‘cookie’ is placed on the browser of the user that start to track their behaviour. The user applies for a job and logs in, the cookie stores the session and when the user revisits the website they remain logged in. Because the users behaviour (every page they click on) is tracked and we know their name, we might start to recommend content/jobs to them and personalise our messaging. We might also remember jobs they started the application for but never finished, when they return to the job we might prompt them to complete the application.   This is all done via first-party cookie tracking and is generally good for user experience as we’re remembering crucial bits of information to improve the users enjoyment levels when using the website   So, what’s a third-party cookie?.    Third-party cookies are ones which operate on a website (let’s use acme-recruitment.com) but the domain which operates the cookie is entirely different.    Example: A user visits your recruitment website. As the page loads, a script is run and throught the planting of a first-party cookie, behaviour is tracked. At the same time, a third party cookie from ads.adnetwork.com also starts tracking the user's behaviour, as the website has allowed this to happen. This third-party cookie stays with the user over the rest of the internet.    Other websites on the internet then have adspace available (designed space around the web page, or inline with the text). So when the user visits a news site, such as the Guardian, an ad for acme-recruiting.com appears on the screen for the user. What’s happened here is that that third-party cookie was being placed by an ad network and then tracking that user around the internet, outside of the website they originally visited.   This example is referred to as retargeting and is really common.    So, what’s the problem?    First party cookies, in general have no problems, although we’ll come back to that later.    Third-party cookies, however, create a huge amount of mistrust for websites. Users are becoming increasingly concerned about their data and how advertisers & big tech companies are using their data. Third-party cookies can essentially track all user behaviour (they don’t track key clicks, so they aren’t a risk to passwords) online, so all websites visited and the pages within those websites that the user has viewed. This allows advertisers to monetise users without them even knowing about it, effectively selling your ‘profile’ to the highest bidder without you knowing.     Tech companies like Apple have also in the past used these types of cookies to share data between the apps you use on your phone. This means that advertisers can target ads at you for a new fitness app because you’ve been hitting the fast food delivery apps too hard. You don’t know this is happening, but it is and it’s big business.    It’s this type of malicious and shady dealings that’s seeing tech companies move away from third-party cookie tracking.    Google are taking a stand   Google have announced that in 2023, they will block third-party cookies from Chrome, the worlds most commonly used web browser.    This is significant because Google themselves rely heavily on third-party cookies for their double click network (Google Adwords/Retargetting).    As of yet, there’s no official replacement for them, but Google have been clear that they are looking to innovate, rather than circumnavigate the issues.   What does it mean for recruitment marketing?   If you advertise, third-party cookie data allows you to learn a lot about your websites visitors. You can find out all of the websites they visit (including oyur competitors), jobs they may have viewed on other sites and interests they have. This can also be used for client data also, so it’s clearly valuable information to have on your website visitors.    When you have this data, you can create ad retargetting lists to send to your visitors, or other visitors who may have never been to your website, but fit the criteria due to tracking.    Example: User visits your website and checks out a project manager job. Later that day, they are on the Guardian website and see an add for your project manager job with ‘still interested in applying for this job’ as the creative content. This advert was made possible by third-party cookies, as the user is now on the Guardian and not on the acme-recruitment.com website.    If you don’t do any of this and you want simple tracking, then you might not feel the heat. If you like and collect more information on your users, then you will be impacted heavily.    LinkedIn   I thought it relevant to include LinkedIn within it’s own section here, and will likely expand on this in the future.    LinkedIn use third-party cookies quite aggressively. They use it for ad tracking and behavioural tracking and it’s common to see third party LinkedIn cookie tracking on recruitment websites.    This will end come 2023, which leaves a lot of questions around how LinkedIn will allow recruiters to remarket to candidates through their platform.    It’s not just candidates visiting your own website that will be hit by the change to cookies, but those that are on LinkedIn and see your content (jobs/profiles/articles etc) on that platform. LinkedIn publish their cookie table publicly, and their advertising cookie section is extensive to say the least!   In practice this means less visibility of ads for candidates around the internet and potentially less ‘eyes’ on your brand.       

What is ChatGPT and what does it mean for recruitment marketing?
What is ChatGPT and what does it mean for recruitment marketing?

Wondering what ChatGPT is? Why have over a million people already signed up to test it out? Wondering what it will mean for recruitment marketing? We've got you covered.   What is ChatGPT? ChatGPT is a variant of the GPT-3 language model that is specifically designed for conversation. It uses the latest natural language processing techniques to generate responses to user input in a conversational manner. Because ChatGPT is a language model, it can understand and generate a wide range of language, including human-like responses to questions and prompts. It can be used for a variety of applications, such as chatbots, customer service agents, and even as a conversational AI companion. This can help marketing teams save time and improve the quality of their communications with customers.   ChatGPT for recruitment marketers There are several potential impacts of ChatGPT for recruitment marketing teams: Increased efficiency: ChatGPT can automate many routine tasks such as answering frequently asked questions and scheduling interviews, freeing up time for recruitment marketers to focus on more strategic tasks. Improved candidate experience: Chatgpt can provide personalised and timely responses to candidates, making the recruitment process more convenient and engaging. Enhanced data analysis: ChatGPT can collect and analyse data on candidate interactions, providing insights into their preferences and behaviour. This can help recruitment marketers optimise their recruitment strategies. Increased candidate engagement: By providing instant responses and personalised content, ChatGPT can improve candidate engagement and increase the chances of successful recruitment. Increased reach: ChatGPT can be used to reach and engage with a wider pool of candidates, including those who may not be actively searching for job opportunities. This can help recruitment marketers target a broader range of potential candidates.   Overall, ChatGPT can be a valuable tool for marketing teams, helping them to create personalised and engaging content, improve customer relationships, and increase their efficiency and productivity.     Photo by Possessed Photography on Unsplash

Using Recruitment Analytics to supercharge your content marketing
Using Recruitment Analytics to supercharge your content marketing

Using Recruitment Analytics to supercharge your content marketing   How Analytics Can Help You Identify Opportunities for Growth   If you’re like most marketers, you probably spend more time thinking about how to get people to buy your product than you do about making sure customers actually want what you sell. But if you’ve ever tried marketing content, you know that it takes a lot of work to create something that helps prospects solve their problems. And while you might get some initial traction with your content, chances are good that it won’t stick around long enough to make any real difference. The problem isn’t just that you don’t have enough ideas; it’s that many of them aren’t worth sharing. That means you need to find ways to identify which ones generate the kind of engagement that matters—and that means using analytics to measure audience behaviour. If you’ve never looked at your data before, these tips should help get you started.   What Analytics Tell Us About Our Audience Analytics can show us lots of things about our audiences. Here are three examples:   In-depth demographics: Analytic tools give us detailed information about who is reading our content, including age, gender, location, income level, and even interests. By understanding what kinds of people we reach and where they live, we can tailor our messaging to speak directly to them. Keywords: Analytics let us target our messages based on keywords. We can find out which words people use to search for information online, and then use those same terms to promote our own products and services. Behavioural trends: Analytics can tell us whether people are clicking on links, downloading files, completing forms, or filling out surveys. These insights allow us to understand what actions drive interest and sales.   Why Content Should Be Measured Before Publishing   As soon as you put anything out there, you start losing control over how it performs. But if you don’t measure what happens after you publish, you’ll never learn how well your efforts are working. Websites, blogs, videos, ebooks, social posts, ads, and pretty much everything else on the web are measured and tracked by analytics solutions. When visitors interact with your site, the tracking software captures details like page views, clicks, and conversions (like purchases). By measuring your content performance, you can optimise your campaigns to ensure that each piece of content gets the results you expect.   The Importance of Real-Time Measurement   Real-time measurement lets you test new ideas without waiting weeks or months to see the results. You can adjust your message immediately to respond to changing conditions.   Data-driven content marketing   Data-driven content marketing is a collection of strategies and tactics focused on utilising data analytics to create valuable content. As consumer expectations become increasingly higher, brands have to meet these demands with innovative ideas. These ideas should not only be interesting, but they should also add value to their audience.       Photo by Stephen Dawson on Unsplash

Here’s what recruitment marketing gurus think of us

DNA Recruit

"We had a clear ambition to work with someone creative and able to implement a seamless user journey to produce a tailored website that would represent who DNA Recruit is and the level of services we provide. SourceFlow offered us just that."

Monika Vaiciulyte
Head of Marketing
Engage People

"The finished site has super-fast load speeds and a great UX. The design really brings our brand to life, and it just feels like an Engage People website throughout."

Aidan Mortimer
Marketing Manager
Futureheads

“What a great, responsive and fun team to work with. When recruitment websites run through their DNA, it was a no-brainer to take on the quest with them."

Becca Ly
Head of Marketing
Panda International

"Throughout the entire development process, SourceFlow managed our project with exceptional efficiency and effectiveness.  We were impressed with their level of dedication and commitment to ensuring that our project was a success."  

ProTech Recruitment

"We're most pleased with the ability to have so much say in the way that our website was built. It’s also very handy for me as the marketer to be able to edit the majority of the website on the fly without having to ask a support team to implement changes”

Tom Higham
Marketing Coordinator
SGI

"The team were excellent, they felt like an extension of my team and still do. I feel we can provide open and honest feedback and continue to develop our existing partnership."

Rebecca Lauder-Fletcher
Head of Marketing
Sheldon Phillips

“Huge thanks go out to SourceFlow for creating a vision I could only dream of.”

Jamie Trick
Owner & Founder
True North Talent

“Our website is as easy to navigate as a Sunday stroll in the park. Designed to be so intuitive that even those who are not tech savvy can navigate it with ease! It's the perfect hub for ambitious candidates and respected brands alike to swiftly explore roles and talent.”  

Emma Symonds
Director
Xcede Group

“The user-friendly navigation of the backend makes it easy for our team to edit our content to reflect the continuous improvements we put in place. We are also pleased with the impressive response times of the support team whenever we raise a ticket.”  

Janan Gok
Head of Marketing

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