TANJI
Boosting Platform Traffic & Member Sign-ups Through Psychological Assessments
Executive summary
By integrating psychological assessments with resume submission, user engagement and conversion rates were enhanced, ultimately achieving the goal of increasing the number of resume members.
Category
User Growth
Skills
Business Strategy
Competitor Analysis
Funnel Analysis
Feature Planning
Team Members
Marketer
Product Designer
QA Engineer
Frontend Engineer
Backend Engineer
iOS Engineer
Android Engineer
Implement
2 Months
(2023/11-2024/2)
Deliverable
Non-Resume Members
After registration, begin the psychological assessment. During the assessment, fill out your resume. Upon completion, your full resume will be finalized.
Resume Members
Log in to take the psychological assessment, analyze your personality, and receive part-time job recommendations to help explore suitable job opportunities.
Outcome
Within the first month of launch, the completion rate for tests surpassed 50%, and the resume membership conversion rate jumped to 1.1%, a huge leap from the original 0.06%.
Background
During the summer of 2023, a psychological test questionnaire successfully attracted over 100,000 attempts. The test theme was closely aligned with the brand and part-time job direction, rapidly gaining traction. However, because the test was not directly tied to the product, the conversion rate of resume members was relatively low.
Target Audience
B2C users: Job-seeking students and part-time workers in Taiwan.
North Star Metric
Resume membership count.
Objective
Increase the test completion rate and resume membership conversion rate.
Solution
Develop a product feature based on the Surveycake questionnaire mechanism.
• Optimize the quiz process to enhance user experience: Reduce the number of questions to make the quiz shorter and more engaging. Personalize the results, such as providing a “Your Work Personality Analysis” and guiding users to explore job listings that match their profile.
• Set up a staged marketing funnel to improve conversion: For users who complete the quiz but haven’t registered, send follow-up emails with personalized job recommendations. This will encourage them to return, complete their profile, and apply for jobs.
Strategy
To increase resume membership, the following strategies were employed:
• Login Prompt Mechanism: When users click “Start Assessment,” a login prompt pops up. If they’re not registered, they’ll be guided to sign up, ensuring their test results are saved.
• Seamless Resume Integration: Non-personal info fields are embedded into the assessment, so users fill out their resumes naturally without feeling the pressure of completing a full resume. This helps increase the conversion rates.
Risks and Challenges
If users need to register as members to take the assessment, participation might decrease.
Responsibilities
Development Phase
• Conducted competitive analysis and collaborated with the marketing team to design question formats and result logic.
• Wrote PRD to define requirements, design, and technical details, ensuring smooth cross-functional team collaboration.
• Built the WBS (Work Breakdown Structure), outlined project resources and schedules, tracked progress, and assessed risks.
Performance Monitoring
Set up Google Analytics for funnel analysis to monitor test completion rates and track membership conversion rate sync.
Crystal G. 