Workplace Review
Company
JobGet Inc.
Timeline
2024 Q1
Improved web apply users to app registration conversion rate by 25%.
Starting in Q1 2024, our team focused on job seeker growth and conversion, beginning with web apply—an important part in the JobGet ecosystem.
While web apply effectively delivers applications, we aim to convert these users into native app users since they provide much higher lifetime value (LTV).
Discovery
As a job seeker, you might browse various job sites looking for opportunities. For example, if you click on a job posting on Indeed, it may open a web page on JobGet.
This is common practice in HR tech—we share our job listings with partners (like Indeed and ZipRecruiter), which brings additional traffic to JobGet's ecosystem.
Our analysis showed that 76% of web apply users access the platform through mobile devices, while only 23% use desktop computers.
This insight led us to prioritize the mobile web experience.
How might we leverage web traffic and convert more visitors into native app users?
Pricing model & the potential for growth
JobGet initially chose a pay-for-performance model over a subscription model due to its higher revenue scaling potential. After employers posted a job, they would see an option to set a budget and promote their listing.
In March 2020, the conversion rate from free to paid employers was only 1.4%, generating $3K in revenue.
Solution 1: Improve clarity through the experience
1. Minimize the steps to improve conversion
When we separate PAJ options and billing in V1, we see major drop offs in both steps. By minimizing the steps, we avoided drop-offs.
2. People are longing for flexibility and control
From V1, we saw majority job promoted was on a daily budget (80.8%). Through usability testings, we learned that some employers chose this bc they’d like to have more flexibility. For a platform they never used before, they’d like to try for a short period of time first before committing.
3. When it comes to money, people need transparency and clarity. Otherwise, they won’t pay for something they understand.
From the past usability testings, we’ve learned that not fully understanding what is “total budget” stopped employers from promoting their job. E.g. From V1’s usability testing, user mentioned they’re not sure what it means, and usually they won’t look at the “info” section.
Solution 2: Leverage freemium to build trust
In Q2 2022, JobGet added the ability for free trial. After implementing freemium, our conversion rate for (employers who posted a job to employers who promoted a job) grew from ~1% to ~7%.
💡 An interesting learning along the process is sometimes we validated the idea through qualitative ways, but it behaves different qualitatively:
We tried to introduce 2 ways for free trial:
🗓️ Time-based free trial: Try for 4 days, pay on the 5th day.
💰 Usage-based free trial: $80 promotion credits were given to employers to use.
Qualitatively, from the usability tests, people found the fixed-time freemium was easy to understand.
Interestingly, from a quantitative perspective, the fixed-amount trial showed a better conversion rate (free trial to promoted job) and generated more profit.
By the time of Oct 2022, we were able to grow the monthly revenue from 3K (March 2022) to 50K+.
Continuous learnings for growth design
Our business goal for SMB monetization is to increase monthly revenue, which depends on two key factors: conversion rate and LTV (spend per paying customer). In an ever-changing market, adaptability is essential.
💲 Pay-for-perfomance & Monthly subscription
When we used pay-per-performance model, we found that we had higher conversion rate. However, when we experimented with monthly subscription plans of $199 or $299, we saw a decline in conversion rates but higher LTV and increased total revenue.
⚖️ Balance of different variables outside product
From 2022 until now, we have experimented with different pricing models and revenue growth strategies—ranging from sales-led growth to paid marketing to product-led organic growth. All these factors influence our key results, and we continue to learn and adapt as we navigate new challenges each day.