Sentence Search & Segmentation
Role: UX + UI Designer
Industry: Remote Education Staffing
Tools: Figma, Mouseflow, VWO, GA4
The Test
Jobs category-specific clickable buttons above-the-fold on the homepage and a single, sticky, streamlined nav bar that segments by user type (job seeker vs. employer).
Hypothesis
Increased user segmentation and more user-friendly site navigation can reduce friction in the user journey
by facilitating easier self-segmentation by user and job category.
Prediction
If successful, the overall CVR from site visit to lead will increase by 5-10% because users will be able to more effectively find the information and available jobs that are relevant to them.
The Results
Increase in Clicks & Jumps Down the Funnel
The variant increased clicks on the hero CTAs from those on the control by 27% with a 99% confidence level.
A significant number of users altered the specialty in the sentence search, sending them further down the funnel, quicker.
Shorter Sessions & an Increase in Applies
The home page's keyword dropdown version outperformed the control on active applies by +11%, but at ~60% confidence level.
The average session duration is 36% lower on the variant at a 99% confidence level, indicating that the rise in conversion rates was likely due to ease of use and decreased friction for users.
Note: VWO data fluctuated, therefore more accurate data was pulled from GA4
A Decrease in Client Conversions
Bounce rate on the variant was 29% lower at a 99% confidence level.
However, there was a 47% decrease in conversion rates on the request talent form.
Overall Learnings
Based on the data so far, the keyword dropdown version of the home page increased the conversion rate for active applies.
It resulted in a decrease in the conversion of the request talent form, likely due to the dropoff in from the specialty service page to the form page as an extra step was added for employers to access the request talent form from the hero area on the home page.
Next Steps
Run an additional test in which only the job seeker segmentation appears as selections in the hero and keep the Request Talent as a link to increase request talent conversions.
Shorten H1 so the entire search sentence is seen above the fold on mobile.