A powerful business case: how the ROI models stack up for media brand ownersMads MollerGlobal Sales Director, Madgex

£26B UK Job Market

Large audience

Cost-effective medium

Proven Strong

RevenueModel

New service to your

audience

ROI: why bother with a job board?

David Meerman Scott

Do you have an ROI for the man removing leaves in front of the HQ reception?

What’s the ROI on the billboard campaign?

What’s the ROI on the web site? What’s the

ROI on the search campaigns?

What’s the ROI on the TV campaign?

What’s the ROI of trousers?

ROI?

So ... Why do we want to see an ROI?

• These days it’s a vital part of the decision process– Driven recession, competition, general market conditions etc.

• Financial sign off• Managed revenue expectation• It’s a great tool to outline

– How we will be successful with a job board– Identify any new process needed– New hiring, organisational changes, new responsibilities– What is going to be the USP’s for the site

Walter Mischel, W. (1968) Marshmallow experiment - Delayed Gratification

The Madgex ROI model

• We are determined to make it fit, work and successful• We are trying to understand

– Your online capabilities to • Managing the site • Publishing• Selling

– Your risk levels• How fast do you want this new service ramp up?

– What is important to you? (SLAs, goals, targets, KPIs etc)– How is your market and how is your audience?

Key drivers in the Madgex ROI model

1. We estimate the potential job postings and the y-o-y growth potential• Based on the traffic on your current site

– Unique visitors, register, premier user etc.– Audience characteristics

» Geographic, regional, professional, job type and industry sector2. The rate card• Based on your current sales model or market (niche or wider market)• Bundles and unit prices3. Up sell ratio (featured, branded, premier postings, mini sites etc.)4. Client growth ratio

Star Tribune

14th Biggest newspaper in USA300,000 daily circulation

Gained massive uplift from switching to Madgex

Stats: ABC Oct-2009

Star Tribune Jobs

56% increase in email alert creation

Star Tribune experienced after switching to Madgex from August ‘09 to September 2009

38% increase in job seeker searches

Star Tribune experienced after switching to Madgex from August ‘09 to September 2009

67% increase in job applications

Star Tribune experienced after switching to Madgex from August ‘09 to September 2009

Why is your site important?

Any kind of frustration, delay or annoyance will cause a proportion of users to give up and leave your site.

The cumulative effect is huge. This is why Madgex is obsessed about designing its platform to maximise conversion rates.

A well designed job board platform maximises your revenue stream by minimising the drop-out at each step.

You will lose user if the sites takes more that 3 seconds to load

Madgex’s offering

The Madgex Value proposition

Madgex view job board success as:-• Maximising revenue

opportunities

• Driving down operational costs

• Maximising quantity and quality of activity

SaaS

Pre SaaS: frozen in time

• Some vendors sell you a

• However, the web moves quickly, and it is now showing its age

• Things have changed hugely in the recruitment industry and efficiency is more vital now than ever

• Essentially an activity in looking for pain

points

• What aspects of our platform are do users

have trouble with?

• Remove the “pain” (frustrations,

annoyances), and deliver more conversions

The Madgex SaaS release Cycle

• User Experience Optimisation & SEO is an implicitly on-going activity.

• It requires substantial expertise and investment

• You get it “for free” with V3

• Our release cycle is every 3-6 months

A reduced number complete the activity they set out to do

Users start an activity, e.g.Apply for a job

Time investment:“How long is this going to take?”

Disorientation:“How do I proceed?”

Fatigue“This is tiring”

Cognitive overload“What does this all mean?”

Drop-outs

SEO increases

the number of users here.

User Experience Optimisation (UXO) reduces the leakage of users during

activities

Both SEO and UXO improved the

number of users who complete valuable

activities

•Behavioural tracking•Think aloud protocol•Video analysis

Job Boards

CV Search & Match

Job

wrapper

Reve

nue

Time and the evolution of your requirements and the Saas solution

SEO

UX Consultan

cy

Account Managemen

t

Miniand

Maxi sites

SEOSEOSEOSEOSEOManaged Servi

ce

Its about making work for you

Fully managed or outsourced solution

Low risk

Medium risk

High risk

In-house managed solution

Revenue

Revenue share

Commitment Risk options

Sales, marketing, publishing, resource, running and maintaining the site

Secure your ROIOperational success = strong ROI

Revenue Share Model?

You MOT and vital check up most happen regularly

• Dedicated Account Manager– Single point of contact– Month reviews of performance

• Reports• Analytics • SLAs, targets etc

– Feedback on enhancements– Insights to how you can improve the sites

performance

For example

Advanced Search

Recent research showed that this new footer design would deliver high SEO value & usability

1 month later we launched this new feature on all our SaaS- powered sites

250% uplift in organic traffic on some sites

Questions?