Career Page: How to Analyze Your Website's Performance?

In a previous article, we discussed the positive impact that SEO could have on your career page. However, defining an SEO strategy is not enough to benefit from a high-performing website in the long term!

In this article, we will study how to analyze your career website's performance to guarantee the best possible experience for your visitors over time.

Measuring Your Website's Performance Through KPIs

It's impossible to improve your product, service, or website without understanding your customers', prospects', or visitors' needs... This is a fundamental rule of digital marketing!

To understand the journey and behavior of internet users on your website (and career page), you need to collect their browsing data. This is the best way to identify what you could improve on your career website!

💡 For example, analyzing the conversion rate of a job offer (the number of visitors who viewed it, divided by the number of candidates who applied for the position) allows you to evaluate the attractiveness of the listing!

Which Performance Indicators Should You Choose to Analyze Your Career Website?

In marketing, we measure performance using KPIs (Key Performance Indicators). There are numerous KPIs capable of evaluating a website's performance and your audience's behavior, such as:

The number of visitors: this refers to the number of unique visitors who visited your website.

The number of sessions: by "sessions" we mean internet users' visits to your website.

The bounce rate: the percentage of people who arrive on your website and leave from that same page (without visiting any other page)

The number of page views per session: in other words, this is the number of different pages viewed by the same visitor during the same session. The more pages a visitor views, the more engaged they are (this means your content interests them)!

The average session duration: the average time spent by visitors on your website.

The conversion rate (also called "transformation rate"): this is the ratio between the number of website visitors and the number of visitors who made a "conversion" (this could be buying a product, subscribing to a newsletter... or submitting an application, in the context of a career page).

The abandonment rate: on a career page, the abandonment rate can indicate the rate of visitors who started filling out an application form before canceling their process.

The share of mobile/tablet/desktop sessions: this concerns the interface chosen by your audience to visit your career page.

⚠️ Be careful to differentiate between the number of visitors and the number of sessions! Indeed, a visitor can perform several sessions within the same given period.

Each Company Has Its Own KPIs

Depending on your industry and objectives, certain KPIs will be more relevant than others. For example, if your career page's objective is to strengthen your employer brand with beautiful content (employee testimonials, blog articles, your company's genesis...), it may be interesting to pay particular attention to your visitors' session duration or the number of pages viewed per session. Indeed, this KPI can tell you whether your audience is interested in your content or not - a priori, the longer a session duration, the more your audience is engaged... and the more this sends a positive message to the company!

Some Tools to Evaluate Your Career Page's Performance

Whether you're knowledgeable about digital marketing or not, it's very easy today to measure your career page's performance. Here are two effective and user-friendly tools:

Google Analytics

This essential website offered by Google allows you to collect numerous browsing data - such as the number of users over a given period (monthly, weekly, daily...), the number of sessions, bounce rate...

This tool can also inform you about your visitors' geographical area, as well as their acquisition channel (the channel that attracted them to your site. This could be a social network, Google search results, a direct search typed in a browser's search bar...). Google Analytics also shows you the number of active users on your site in real time.

Hotjar

Beyond numerical analyses, Hotjar allows you to capture video recordings of your users' sessions as soon as they arrive on your site. The goal? Observe their behavior to better identify potential "friction points" (areas on a website that can harm internet users' user experience and therefore compromise their conversion).

To function, Hotjar simply needs you to place a script on your site, thanks to which the tool can video record your visitors' journey. In practice, Hotjar shows you how far a visitor scrolled, where they clicked, whether they were on a web or mobile version, as well as the parts of the website that caught their attention. In short: we're talking about precious data that can inform you precisely about the sections to improve on your career page!

As a bonus: Hotjar allows you to generate a "heatmap": a screenshot of your site highlighting the areas most clicked and scrolled by your visitors!

Analyzing Your Career Website's Performance, In Conclusion

Regularly measuring your career page's performance is the best way to guarantee a pleasant experience for your visitors in the long term. After defining and deploying your SEO strategy, there's only one thing left to do: continue to improve it over time!

This need for continuous improvement is all the more important for a career page - since your company needs to be attractive to potential candidates in the long term!