Success Story

How Huntr Increased Sign-Ups Through Strategic Homepage Experimentation with VWO

8.72% sign-ups

About Huntr

Huntr is a fast-growing startup based in Seattle, Washington, building the future of job search tools. Their mission is to take the tedious and time-consuming aspects of job hunting off the user’s plate. Huntr provides a seamless, AI-powered experience to help job seekers stay organized and focused on what truly matters, like landing the right job.

The platform offers a range of tools, including an AI Resume Builder, Job Tracker, Cover Letter Writer, and a browser extension that autofills job applications, all designed to save time and increase efficiency.

Goals

As part of their rebrand and the launch of their new resume builder, the Huntr team wanted to optimize their homepage, the most visited page on the site. The team suspected that having two call-to-action (CTA) buttons (“Sign up” and “Watch the demo”) might confuse visitors and reduce conversions. Their goal was to improve the user journey and increase sign-ups. At the same time, they wanted to make the demo video more visible to help users make informed decisions.

Why VWO?

VWO is such a fun and engaging tool that shares real data that you can share with your boss, to prove to them that you’re a high-impact marketer who can deliver more sign-ups and sales. VWO gamifies CRO in an addictive way; once you see conversions rise, you’re hooked.

Nicole Martins Ferreira
Product Marketing Manager

Observations

The Huntr team conducted an analysis of their homepage and identified that:

The original landing page had two competing call-to-action buttons, which could potentially confuse users.
The ‘Watch the demo’ feature was almost hidden, despite being valuable for users who needed more information before signing up. It needed to be repositioned in a way that didn’t compete with the primary conversion goal, which was sign-ups.
Written copy alone might not provide sufficient context for users to make a decision around viewing the demo or signing up for the resume builder.

Tests run

The team created an A/B test using VWO. The control version featured the original homepage with two separate call-to-action buttons, with the demo video option being less prominent.

The variation involved a redesigned homepage with only one primary call-to-action button for sign-ups, and a more prominently featured demo video alongside it, for users seeking additional information before committing.

Results

The test demonstrated that providing clearer user paths with more comprehensive information positively impacted conversion rates. The variation, which featured a more prominent video placement and a single CTA button, outperformed the control and led to an 8.72% % increase in signups. This created a streamlined user experience, with essential information made easily accessible.

The experiment delivered clear takeaways:

Visitors were seeking more engaging content to understand the product better.
The demo video helped provide that extra layer of clarity, resulting in improved conversions.
Visual and interactive content played a critical role in decision-making.

Conclusion

Even without a dedicated CRO team, Huntr leveraged VWO to make high-impact changes that delivered measurable results. The A/B test revealed a valuable insight: users often need multiple forms of engagement to make conversion decisions.

While written copy is important, supplementing it with video content provided the additional context users needed before signing up.

Based on these learnings, Huntr is now working on a project to make their landing pages more interactive, with plans to test these enhancements once they’re ready for rollout.

Having worked in bigger companies, I often collaborated with conversion experts, who would always tell me VWO was their go-to tool for its ease of use. Any time I’ve ever asked anyone for suggestions on what tools they’re using to improve conversions, the answer is always the same: VWO. If you hear a brand name enough times, you’ll naturally become an adopter. And once you see the tool in action, not only is it marketing nerdy fun to sneak peak at the results, you get access to the data that’ll make you look good to your boss.

Nicole Martins Ferreira
Product Marketing Manager

Like Huntr, you too can run strategic tests, implement data-driven changes, and improve your conversions. Start your 30-day all-inclusive free trial of VWO today!