Improving Applicant Conversion Rates

Written by: Lorrie Howard, Horizon Point Consulting

We recently switched dentist offices. With three boys I always try to schedule their appointments at the same time and that normally means being handed a clipboard loaded with forms; one set for each child.

To my surprise, when I walked up to the receptionist to sign in, she asked me to look at a computer screen on the counter and “fill out” their paperwork. On each screen, the information was pre-filled. All I had to do was make sure it was correct and click through the screens, then use an electronic signature pad to sign a few pages. It literally took me two minutes to complete the paperwork! Needless to say I was thankful for their easy new patient process. (That was just the beginning, the entire visit went very well)

Job applicants want ease of use during the application process as well. Research shows that applicant drop off rates are anywhere between 60-75%. One of the top reasons cited is the length of the application. The longer it takes the candidate to complete the application, the higher the drop off rate. Applicants get frustrated with being required to provide information that isn’t necessary during the applicant process such as providing references or having to enter information that is available on the resume they are required to upload.

According to Appcast, conversion rates can be increased up to 365% by reducing the time of the application process to five minutes or less. Many applicant tracking systems available today allow for easy applications, oftentimes even supporting one-click application processes. These systems also provide organizations with easy access to application metrics including drop off rates.

When was the last time your organization analyzed applicant drop off rates and reviewed the application process?

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