Determining Growth Opportunities by Analyzing the Customer Journey
Mike
PPC Expert
Jacob
Project Manager
Yuri
Marketing Analyst
Tasks
Study the Behavioral Characteristics of Users
Conduct a study on user demand
Identify potential "growth points" of the company.
Project Challenges
High Competition
There are numerous job search and recruitment service companies in the market. Some of them have entered the market aggressively, resulting in a notable decline in the number of resumes and job vacancies for our client in recent years.
Vast Number of Parameters
The website covers an extensive geography, including a large number of regions, and offers a multitude of parameters for both job vacancies and resumes.
Old Website
A massive custom-built system with numerous limitations is currently in place. Many technical specialists are dedicated to maintaining and improving the website.
Lack of Analytics
The analytics systems were not properly configured, hindering our ability to obtain analytical data from metrics. Although the company had its own analytics system, we were unable to access the current data relevant to our needs.
Expert Comment:
Mike
PPC Expert
”Prior to the direct development of the customer journey model, it was necessary to conduct a demand analysis and a study of user behavior on the client’s website.”
Results
5
Conducted Research
8
Analyzed the website pages from which customers departed
7
Identified development directions
6
Conducted interviews with employees
How We Did It
1.Briefing with department managers
We conducted a briefing to immerse ourselves in and study the specifics of the business, identify distinctive features of the business model, pinpoint weak areas, and identify growth points. We thoroughly examined the client's positioning and their business processes. Subsequently, we conducted an express audit of our client's website as well as those of their main competitors. Furthermore, we conducted six interviews with company employees to gather information about how the product is sold and the stages of communication the user goes through.
2.Research on search demand.
Through analysis, we developed an understanding of how users create queries.
Expert Comment:
Yuri
Marketing Analyst
”During the research on search queries, clear trends and key directions were identified. Based on these findings, recommendations for promotion were formulated.”
3.Study of analytics systems
To dissect user behavior into specific steps, we delved into the data from analytics systems and created diagrams illustrating the primary user trajectories. In the initial phase of analysis, it was crucial to differentiate between the behavior trajectories of job seekers and those of employers/HR specialists. Subsequently, we pinpointed the key exit pages from the site pertaining to the targeted category (employers/HR specialists) in order to map out the user journey. After scrutinizing the data on user trajectories, we narrowed down the list of potential "growth points" to a few pages where the site evidently experiences the highest user attrition. These pages became the focal point of our analysis.
Expert Comment:
Jacob
Project Manager
”It was necessary to understand the reasons why users leave the pages and at what stage this occurs. We selected eight pages for which a detailed analysis of user behavior was conducted.”
4.Final Analytical Report
During the search query research, clear trends and key directions were identified, within which recommendations for promotion were made. Some trends identified during the analysis confirmed the hypotheses put forward in the brief. However, others were disproved during the research.
As conclusions to the conducted analysis, it’s important to highlight the main directions that can lead to an increase in search traffic and interested users on the Superjob.ru website:
1. Search queries within the category of “shift work”.
2. Queries with the addition of the phrase “direct employer”.
3. The category of queries related to “work from home”.
4. The category of remote work queries.
5. Queries for “fresh vacancy/vacancy of the day”.
6. Queries related to “resume”.
7. Queries related to daily payment.
Additionally, attention should be paid to the trend in mass professions and leading professions by queries, such as driver, security guard, builder, etc.
Conclusions:
1. The primary factor in the research methodology was gaining a direct understanding of how users form search queries. The task was to comprehend the key differences in query formulation between job seekers and employers who post vacancies.
2. Thanks to the work done, it was possible not only to delve into the specifics of the company’s business but also to gain insights into the competitive environment.
3. Some trajectories of employer behavior on the site were identified, along with pages where user drop-offs occur during interaction with the platform.
4. The analytical work conducted allowed us to identify key needs and trends for both job seekers and employers, and to compile a list of templates through which employers formulate queries in search engines.
