Industry
Professional & Support Services
Challenge
High traffic but low conversions; customer journey didn't effectively guide personas to enquiry; usability barriers and content gaps prevented visitors from taking the next step.
Results
Persona-Specific User Experience with a "switch" feature; Streamlined Customer Journey; Optimised Conversion Touchpoints (landing pages, CTAs, forms).
Key Service
Website Design, UX & Performance
We recently worked with IFT on upgrades across our CRM, CRO, and website revamp. It was a complex project, and the team’s effort in getting it live was outstanding. A special thank you to Sitho, Nick, Sizo, and Sergiu for your individual contributions – each of you brought real value to the project. We truly appreciate the way you supported us through the complexities and challenges along the way. Your dedication and collaboration have been excellent, and we’re excited about the next stages of our projects together and the positive impact ahead.
About Employmate
Employmate is a full-service global recruitment partner founded to make ethical global hiring easier for businesses. Initially focused on helping Australian companies tap into the skilled talent pool in South Africa, they now enable businesses to scale internationally with confidence. They offer end-to-end support across recruitment, onboarding, communication, and compliance, with a hands-on approach ensuring every candidate is a perfect match.The Challenge
Employmate achieved strong visibility and high-value keyword rankings, but the challenge shifted from attracting visitors to converting them. Despite impressive organic performance, conversions remained low because the customer journey failed to guide key personas toward enquiry. A detailed analysis identified usability barriers and content gaps that were preventing visitors from taking the next step.
Solution
IFT delivered a comprehensive Conversion Rate Optimisation (CRO) strategy to create a more intuitive, persona-driven experience.
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Persona-Specific Guidance: Introduced a "switch" feature allowing the website to display tailored content based on whether the visitor is looking to hire or seeking a job, ensuring relevant messaging for each audience.
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Journey Clarification: Mapped user personas to identify friction points and optimised pathways, guiding visitors seamlessly from awareness to enquiry.
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Touchpoint Optimisation: Redesigned landing pages, calls-to-action (CTAs), and forms to align with visitor intent and business goals.
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CMS Training: Empowered the internal team with HubSpot CMS training, enabling them to make safe, efficient content updates in a staging environment.
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Data-Driven Decisions: Implemented tracking and analytics to monitor user behaviour and inform continuous CRO improvements.
The Results
The CRO transformation delivered a streamlined, high-performing digital experience that directly addressed low conversion rates. The key achievements included:
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Persona-Specific User Experience: Implemented a unique "switch" feature to display tailored content for either "Hiring" or "Job Seeking" audiences, ensuring targeted messaging.
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Streamlined Customer Journey: Optimised content hierarchy and page flows now intuitively guide users from awareness to conversion.
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Optimised Conversion Touchpoints: Redesigned landing pages, forms, and CTAs to align with visitor intent, turning high-value traffic into qualified leads.
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Empowered Teams: Provided training that enables the internal team to manage content updates safely and efficiently on HubSpot CMS.
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