Boosting Client Engagement 25% with A/B Tests

A job marketplace released a self-service feature to enable scalable growth. The goal was to generate a new path for clients to hire through the company without needing the sales team involvement allowing them to spend more time with their existing clients, thus supporting exponential growth.

Challenges

How to increase lead-to-account conversion rates and lead-to-job post rates for this sales channel?

How to create an effective, automated self-service customer journey with high-quality onboarding, priming, growth, and re-engagement for non-managed accounts?

How to build a lead flow for all segments (Enterprise, SMB) with proper prioritization, routing, and qualification?

Key Results

Identified gaps in the self-service feature after 6 months of product-led operations.

Conducted A/B tests and created targeted email campaigns for self-serve clients.

Established a tracking system and notification series to monitor and follow up with self-serve clients.

Increased job fill rate from self-serve clients by 25% and multiple role engagements by 50%.

Value to Business

By providing clients with relevant content and the option to work with a sales representative, the company increased the job fill rate for self-serve clients by 25%. The strategic handoff to sales reps also led to a 50% increase in clients engaging for multiple roles due to rapport building and support from the team. These improvements not only addressed the identified gaps but also enhanced overall client satisfaction and engagement. This resulted in almost $1M in GSV, which was an increase of ~75% in 3 months.

Project Plan:

  1. Competitor Analysis: Documented the self-serve processes of 7 competitors, examining wording, form questions, page design, and more.

  2. Process Evaluation: Assessed the current process against competitors.

  3. A/B Testing: Ran A/B tests with two website pages to understand client behaviors and preferences.

  4. Email Campaigns: Created two email campaigns in Hubspot and Mixmax to educate and nudge clients along based on their funnel stage.

  5. Tracking System: Established a weekly tracking system to monitor page views, form completions, accounts created, jobs posted, and roles filled, sharing results with key stakeholders to gain feedback and buy-in.

  6. Notification Series: Developed a series of notifications to ensure follow-ups by an SDR for any clients dropping out of the flow.