The Challenge
As a leading recruitment agency, Cobalt connects employers with their future employees on a regular basis. A core part of doing that successfully is getting the right users to the site — but Cobalt’s conversion rate was poor, despite clear potential in the traffic it was already attracting. Terrier was brought in to close that gap.
Our Approach
Terrier ran a structural, data-led programme rather than a single tactic, addressing the site’s foundations before layering on content and engagement work.
- Ran a structural audit and content audit across the entire site to identify what was holding performance back
- Set up Google event tracking so every meaningful user interaction was captured
- Built an attribution model to measure the effectiveness of each channel and touchpoint in the user journey
- Set up a range of on-site video animations to improve engagement and time on site
- Created a number of articles targeting key search terms in the recruitment space, combined with a retargeting strategy
The audit and tracking work came first, so every later decision — content, animation, retargeting — was made on real user-journey data rather than assumption.
The Results
Applications increased 50% year-over-year and organic traffic grew more than 83%. Cobalt reached first-place rankings for “civil engineering jobs” (1,900 monthly searches) and “property recruitment” (390 monthly searches) — two of its highest-value recruitment verticals.
