Global digital recruitment group Evenbase has chosen Maxymiser, the global expert in testing, personalisation and cross channel optimisation for online businesses, to enhance customer engagement and increase conversion rates across its job board division.
Evenbase, whose flagship brands include job boards such as Jobsite and OilCareers, as well as market leading recruitment services such as Jobrapido and Broadbean, has identified customer optimisation using multivariate testing as a key component of its long-term growth strategy.
"There are a number of new developments planned across the business, and so we need to make sure that everything we do is conversion-tested and fully optimised," says John Mills, Conversion Manager at Evenbase. "Our overarching objective is to improve conversion rates across the whole job board portfolio, and refine processes so that the user experience is as good as it can be. The challenge is to ensure that when users click through to the jobs on our sites, their experience is optimal. We need to be confident that when we drive traffic to our sites, we are getting the best possible value for our paid search activity. The work we're doing with Maxymiser will provide on-going benefits for both the business and, importantly, our customers."
The appointment of Maxymiser builds on the conversion testing that Evenbase had already been doing. Through using A/B tests they'd been able to identify some improvements to user experience and conversion but the restrictions of these tests made them keen to be able to delve a lot deeper. John Mills comments; "Whilst doing any level of conversion testing is beneficial, there are limitations to using entry-level technologies. Not only are you restricted to doing basic A/B tests, but it also takes a lot of development time to build the different variations. What's more, there is no additional service or input. The consultancy that we now get through Maxymiser is a big help."
Maxymiser were selected following an in-depth pitch process during which Evenbase saw the majority of the major vendors in the marketplace. "Maxymiser was the vendor that best met all of our needs. Not only did they offer the best fit, but their broad knowledge-base - across a wide variety of different sectors - their strong account management and their obvious expertise set them apart. Maxymiser's cross-sector experience was a real attraction. We are looking forward to exploring how those learnings can be applied to our market."
Evenbase was also impressed by Maxymiser's Visual Campaign Builder (VCB), which allows clients to build and launch their own tests quickly and simply. "VCB was an important factor for us," says John Mills. "There are often lots of small questions that you want answering before making changes to the live site - and VCB gives us a great opportunity to run small A/B or multivariate tests quickly and effectively. This also allows us to use the full Maxymiser resource to concentrate on the bigger and more complex MVTs. In combination, the two things work really well."
To date, Evenbase has completed two major tests, on its leading generalist job board Jobsite, using the full managed services relationship with Maxymiser. "The results have been very positive; the first test created an uplift of 6.28% on one of our key metrics, and the second delivered an increase of 10.94% on another key metric. It's a great start - and it's just the beginning. We are working on lots of new projects at the moment and, as a result, there's a major programme of tests in the pipeline. There will be plenty of things coming in and out of Maxymiser very quickly."
