Лендинг
Как работали над позиционированием и повысили метрики
При оптимизации онбординга для обоих потоков (кандидаты и работодатели) мы параллельно переработали лендинг, чтобы повысить ключевые конверсии: регистрации, переходы на страницу работодателя и общее взаимодействие с CTA.
Landing problems
Research & insights gathering
Common platform flaws
Operational сonsequences
- Analyzed Hot Jar session recordings
- Reviewed analytics data
- Benchmarked competitor approaches
- Synthesized user interview insights
- Worked with sales to map manual closing workflows
Common platform flaws
- Unclear value proposition
- Employers forced to separate flow by candidate-centric homepage
- Poor pricing page discoverability
- Overly verbose, non-specific copy
Operational сonsequences
- Increased support ticket volume
- Low-quality signups (non-IT candidates flooding pipelines)
%
60
Scroll Depth
%
65
Bounce Rate
Time on Page
sec
30
Iteration #1
Phase one combined visual refinements with structural tweaks and rewritten copy. The homepage evolved into a hybrid messaging platform for both talent and employers, supported by instructional videos for deeper feature explanation
Clearer positioning
Messaging now speaks equally to candidates and employers, with stronger, benefit-oriented headlines
Modern visual design
Cleaner, more contemporary aesthetic with improved whitespace, iconography, and visual hierarchy
Stronger CTA strategy
Prominent and action-driven calls to action increase clarity and engagement
Optimized structure
Simplified user flow with clear explanation of how the platform works, reducing cognitive load
Enhanced copywriting
Concise, human-centric language replaces overloaded text, improving readability
Added value content
Educational offerings and press mentions build credibility and user motivation
Clearer positioning
Messaging now speaks equally to candidates and employers, with stronger, benefit-oriented headlines
Modern visual design
Cleaner, more contemporary aesthetic with improved whitespace, iconography, and visual hierarchy
Stronger CTA strategy
Prominent and action-driven calls to action increase clarity and engagement
Optimized structure
Simplified user flow with clear explanation of how the platform works, reducing cognitive load
Enhanced copywriting
Concise, human-centric language replaces overloaded text, improving readability
Added value content
Educational offerings and press mentions build credibility and user motivation
%
70
Scroll Depth
%
45
Bounce Rate
Time on Page
sec
50
65
60
30
User pain discovery
Initial UX upgrades delivered measurable gains, but subsequent analysis identified multiple leverage points for further improvement. Subsequent discovery sessions with employers and sales revealed critical friction points that will shape our communication framework.
1. Inefficient lead generation
Startups and enterprises alike struggle to source qualified candidates on conventional platforms (e.g., LinkedIn), resulting in low signal-to-noise ratios
2. Poor Cost-to-Quality ratio
Traditional job boards and recruitment channels deliver insufficient candidate quality relative to their high costs, making ROI difficult to justify
3. Manual screening overhead
Recruiters waste hours reviewing irrelevant CVs—startups need pre-vetted, top-tier candidates instantly, not lengthy screening processes
4. Slow Time-to-Hire
Excessive vetting delays access to high-potential talent. Businesses need direct pipelines to pre-assessed candidates, not multi-stage filters
5. High cost, low value
Traditional hiring platforms charge premium fees but fail to deliver curated, ready-to-interview professionals, inflating recruitment budgets
1. Inefficient lead generation
Startups and enterprises alike struggle to source qualified candidates on conventional platforms (e.g., LinkedIn), resulting in low signal-to-noise ratios
2. Poor Cost-to-Quality ratio
Traditional job boards and recruitment channels deliver insufficient candidate quality relative to their high costs, making ROI difficult to justify
3. Manual screening overhead
Recruiters waste hours reviewing irrelevant CVs—startups need pre-vetted, top-tier candidates instantly, not lengthy screening processes
4. Slow Time-to-Hire
Excessive vetting delays access to high-potential talent. Businesses need direct pipelines to pre-assessed candidates, not multi-stage filters
5. High cost, low value
Traditional hiring platforms charge premium fees but fail to deliver curated, ready-to-interview professionals, inflating recruitment budgets
Iteration #2
In the new version, we strategically refocused the homepage on our paying audience: employers and recruiters. By this stage, the company had developed distinct technological specializations—cybervetting and lead generation.
The messaging sharpened around core business pain points:
The messaging sharpened around core business pain points:
- Speed-to-hire
- Time savings
- Process automation
%
60
Scroll Depth
%
40
Bounce Rate
Time on Page
sec
70
45
70
50
Impact summary
The research-driven redesign transformed both our landing page and overall service positioning. By aligning with core client values and key technical solutions, we:
Sharpened focus
Shifted to pure B2B positioning
Improved engagement
Increased time-on-page and primary KPI—demo call bookings (critical for enterprise sales)
Drove key conversions
The changes established a high-intent lead pipeline while maintaining manual sales capacity for key accounts
Sharpened focus
Shifted to pure B2B positioning
Improved engagement
Increased time-on-page and primary KPI—demo call bookings (critical for enterprise sales)
Drove key conversions
- Employer/recruiter sign-ups: 23% → 53%
- Demo requests: 5% → 15%
The changes established a high-intent lead pipeline while maintaining manual sales capacity for key accounts
Кейсы проекта