Start-up marketing tips: How we’ve increased conversion rate with 175%

Picture this: you make a simple change to your product and you increase the conversion rate (visitors to registred users) with 175%. It’s double. Here’s how you can do it.

Back in March 2014 we launched SmartDreamers, the recruitment platform, with the aim to simplify the connection between companies and candidates. We were building a product in a very crowded market, where the top players are investing large amounts of money in advertising. Spending the marketing budget in the most efficient way was and is a must.

The MVP version of SmartDreamers had a structure quite similar to other recruitment platforms, where users land on the homepage, and from there, they can search the job list. The thing is that it is not that often that you find exactly the job you were looking for, and because of that, we were losing users who didn’t have solid reasons to create an account. We had headlines and call to actions, but still it didn’t make that much of a difference.

We then analyzed what other players with searchable content do. If we take a look at Twitter or Facebook, from the landing page, you don’t have access to content without creating an account.

twitter, SmartDreamers, startup


Even though you don’t have access to content from the landing page, the content is reachable from search engines, for SEO reasons.


google, SmartDreamers, startup, marketing, conversion rate, tips


What you find is a minimalist homepage. Mattan Griffel covers the “minimalist page high ROI” in one of his articles.

As in the case of most startups, our marketing budget was low. We needed a solution to increase the conversion rate. We wondered if implementing the same minimalist landing page as other websites, would result in an increased conversion rate. Still, we were held back by the fact that all our competitors offered unlimited access to their content, without determining the user to create an account.

But hey, isn’t being a startup all about testing? So, we decided to take the same approach as Social Media platforms, and offer a teasing of the job content on our homepage, and full access only after the users created an account.

SmartDreamers, startup, marketing, conversion rate, tips


Immediately we noticed a huge increase in the conversion rate, even though we were investing the same amount of money in advertising.



graph, SmartDreamers, startup, marketing, conversion rate, tips

Indeed, a higher conversion rate is not a big thing unless the users become engaged. As in our case, they didn’t became engaged, at least not in the first few days after registration. Making them engage is where the onboarding kicks in. It is in the onboarding where we can find data about the users, that we can use to keep them in contact with the product on the long term. More on the importance of the onboarding in a future article.

Articole similare

Parteneriat adevă – SmartDreamers. Joburile tale ajung în fața a 7 milioane de cititori.

Mulți dintre candidații de care recrutorii au nevoie pe piața muncii de astăzi nu sunt căutători activi de joburi pe platformele clasice de recrutare și nu pot fi “găsiți” prin...

Damian Samoila

2 minute

L’Oréal BRANDSTORM 2018: Reinventează salonul viitorului și câștigă 30.000€

Trebuie să o spunem încă de la început: de această dată povestim cu studenții și masteranzii din întreaga țară. Nu contează anul de studii și nici profilul facultății. Ai șansa...

Damian Samoila

2 minute


10 universități, 2 luni, 1 rețea Suntem în viteza a cincea cu proiectul SmartDreamers Universities, prin care simplificăm legătura dintre companii și cei mai talentați studenți. Nu am verificat dacă...

Damian Samoila

1,5 minute