A clear-looking site isn't enough.
40 %
of applicants didn't find the open positions
102
respondents went through the same task
IMPRESSION ≠ PERFORMANCE
The site looked clear even to some people who didn't complete the task.
01 — WHAT THE DATA SHOWED
01
40% of users couldn't find an effective path to the open positions.
02
An A/B comparison of the floating CTA produced measurable differences in fixation metrics and in the visit length of the variants.
03
The key point: the subjective rating of “clarity” did not match the ability to complete the task — the site was liked even by people who never found the positions.
02 — WHAT WE NEEDED TO FIND OUT
Can the career portal lead applicants to the open position listings?
The ŠKODA AUTO career portal was going through a redesign. The site looked clear, but the traffic did not translate into a corresponding number of submitted CVs. Ordinary analytics showed the outcome of the journey, not the reason why some applicants didn't complete it.
03 — HOW THE MEASUREMENT WORKED
All 102 respondents completed the same scenario: “Find the open IT positions.” Eye tracking captured how they worked with the content and the CTA; a questionnaire added a subjective rating of the site. The sample consisted mostly of a student population with a high proportion of IT students, so we relate the results primarily to junior recruitment.
[ DATA VISUALIZED ]
Four out of ten applicants did not reach the open positions during the assigned scenario.
05 — WHAT WAS DECIDED
The results supported simplifying the path to the open positions, adjusting the navigation and working with the CTA according to the applicant's specific task. The team didn't just get a list of impressions, but concrete places to focus on during the redesign.
[ THE TAKEAWAY ]
A clear impression doesn't yet mean a completed task.
If analytics show a weak result, user measurement helps find the specific obstacle between the visit and completing the goal.
DISCUSS YOUR OWN STUDY →[ GLOSSARY — WHAT THE TERMS IN THIS STUDY MEAN ]
- N (sample)
- The number of people who took part in the measurement. N = 102 means 102 respondents.
- Fixation
- A brief stop of the eye on one spot. From the sequence of fixations we can describe which parts of the page a person paid attention to.
- AOI (area of interest)
- A predefined part of the page, for example a button, a heading or a photo, for which we calculate attention metrics.
- A/B comparison
- A comparison of two variants of the same element or page under predefined conditions.
[ FREQUENTLY ASKED QUESTIONS ABOUT THE STUDY ]
How many people took part in the career portal study?
102 respondents, mostly from the target group for junior recruitment. We measured with eye tracking using the scenario “find the open IT positions”, supplemented with a questionnaire.
What was the study's main finding?
40% of applicants couldn't find an effective path to the open positions, even though they rated the site as clear. The subjective impression of clarity did not match real task success.
What changed on the site after the study?
The path to open positions was simplified, the navigation was rebuilt and the CTA was adjusted to the context of the applicant's task.
Want to go through the study in more detail?
DETAILED REPORT WITH METHODOLOGY AND RECOMMENDATIONS — FREE PDF