SmartRecruiters drive 393% uplift in conversion rate using Webeo - Webeo
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SmartRecruiters drive 393% uplift in conversion rate using Webeo

SmartRecruiters is a cloud-based talent acquisition suite, supporting organizations on a global scale to find the talent they need to succeed. Having achieved a valuation of $1.5b following their last round of funding, SmartRecruiters are on a huge growth curve and a key focus is the enterprise market.
SmartRecruiters are a unicorn, on a huge growth curve and have achieved a valuation of $1.5b following their last round of funding.  

43%

conversion rate uplift

35%

increase in time on site

5.5%

reduction in bounce rate

8.5%

increase in pages per visit

The Challenge

To accelerate their ABM campaign results, SmartRecruiters knew they needed to implement personalization into their strategy.

1
Increasing conversion rate
2
Driving more revenue from their existing customer base
3
Engaging more quickly with ICP customers

Despite all the research, identification of pain points and personalized content, once these prospects visited the website (widely regarded as the shop window for your business), they fell into a generic, unpersonalized experience. They were treated the same as everyone else.

Our Solution

As customer logins form a significant percentage of SmartRecruiters visitor traffic, the website creates a prime opportunity for account growth.

Using Webeo’s Marketo integration, SmartRecruiters built out audiences based on information they held on existing high value accounts including solutions currently purchased, white space analysis and competitor usage.

These audiences segmented target ABM accounts by those who either didn’t have or were using a competitor product for each of SmartRecruiters solutions. Key messaging focused on SmartRecruiters unique value proposition and benefits relating to these solutions and highlighted pain points prospects were likely to experience when using an alternative.

Personalization in action

Effective applicant tracking is one the biggest challenges for businesses with a high-volume recruitment requirement. Subsequently, target accounts identified as having either a competitive ATS in place or no ATS at all received a personalized experience when they visit SmartRecruiters website, which brings ATS front and center.

This achieved two things:

1

It demonstrated knowledge of the ABM account needs, focusing on a solution they weren’t already buying from SmartRecruiters

2

It activated interest and demo requests, leading to increased MQL’s for sales

Non-personalized version

Personalized version

SmartRecruiter homepage with personalization

Headline focused on ATS with specific messaging around upgrading to the SmartRecruiters solution

Subheading highlights built-in recruitment marketing capabilities of the SmartRecruiters solution

Dashboard imagery changed to ATS dashboard

CTA changed to drive visitors to understand more about the benefits of switching their ATS to SmartRecruiters

The result

A conversion for SmartRecruiters is a business requesting a demo. Through personalizing their technology sector home page and solution page, SmartRecruiters achieved a conversion uplift of 393%.

Their website visitors saw different headlines, content and imagery – showing relevant, tailored content.

43%

conversion rate uplift

35%

increase in time on site

5.5%

reduction in bounce rate

8.5%

increase in pages per visit

Our website is the shop window, it’s the first thing people see when they come in. The Marketo and Webeo integration allows us to serve the right content, with the right personalization, to single accounts.

Fabrice Etienne, Global Marketing Director, SmartRecruiters

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Conversion Rate

Average time on site

Bounce Rate