Over the last two years I have been monitoring user behaviour on recruitment websites. I am now benchmarking the results in a series of blogs around user interaction.
The first of my series is the candidate’s interaction with login from the homepage.
Summary: I found that if the homepage has a “lo...
gin form” rather than just a “login link” the percentage of clicks jump from 1.28% to 2.91%
The first question to answer is “So what if a candidate logs in?” Well the web is becoming more personal, anyone who has purchased or searched for an item online will know that it magically follows you around as you visit other websites, subliminally watching you and teasing you into buying the item.
A recruitment site that can become more personal to the user will enhance their experience by showing them content and jobs that is relevant to them. So if I am logged in on a recruitment website and search for a nursing job the next time I visit the website I should be shown relevant content and jobs to nursing. This in turn will make a better user experience which will increase conversion rates and those conversions will equal more quality applications.
My assumption before the test was that login would have minimal use on the homepage because visitors will use the job search. If you need the login you would be using it to update your profile details which I presumed meant you would go directly to the login page.
On the surface the results show this to be true: out of 28 websites monitored only 1.28% of visitors clicked on a login area from the homepage. The overwhelming placement of the login is in the top right of the website which is in keeping with many other leading industry websites and has become the normal experience for users.
But when I looked deeper I found if the homepage has a “login form” rather than just a “login link” the percentage of clicks jump from 1.28% to 2.91%. On the flip side this means that if the site has just a login link without a login form you only receive 0.68% of clicks.
In conclusion candidates are happy to login from the homepage if you display a login form. If you have a candidate focused site I would advise you to take advantage of the login form. It’s not only beneficial for the candidate, but also for you, as it will be easier to track the user and make the experience more personal to them.
As I stated earlier a more personal experience will mean the user will stay on the site longer and will be more likely to engage with your content such as blogs and videos.
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