Problem Statement

1. We get a majority of our visitors on the JFH portal through social media marketing and ads. We would like to reduce the bounce rate by 5% on our portal.
2. Share a few recommendations on the web portal that would help us to reduce the bounce rate
3. What will be your hypothesis?
4. How will you measure the success of the changes done on the portal?

Goal

Reducing bounce rate on the Landing Page from Social Media Marketing & Ads.

As per this report, the JFH web portal currently has a bounce rate of 65.86%, which is not ideal for a career site.

Introduction

Bounce rate is defined as the percentage of visitors to a particular website who navigate away from the site after viewing only one page. To improve the bounce rate, first, we would need to understand JobsForHer as a business, its goals, objectives, target audience, it’s competitors, and then take a look at the landing page to identify the scope for improvement.

Objectives & Target Audience

JobForHer is India’s largest career platform for women to help them accelerate their careers, find reskilling opportunities and connect with mentors in various industries.

This puts JFH in a unique position that differentiates it from its competitors, as it would attract employers who prefer hiring women into their organizations for various types of roles.

The target audience or visitors for JFH can be divided into the following:

1. Women Returnees, who took a career break to find relevant jobs on the platform to restart their careers
2. Women Starters, currently homemakers who want to acquire skills/reskill, or find work that aligns with their skills to find employment
3. Women in Tech, who want to find jobs and learning courses to accelerate careers in the Tech industry
4. Potential Employers (or Recruiters), who want to hire women to help more women join the workforce, or improve diversity in their organization