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.
