Website visitors want a full digital experience because most
of their researching and purchasing is done online. In fact, it’s estimated
that there are 1.92
billion digital buyers out there, and they account for 14.1% of worldwide
retail purchases. With how much time these consumers are spending on your
website prior to purchasing, a solid website conversion rate is essential.
Everyone knows that HubSpot is a powerful and intelligent
marketing solution, but which features specifically could help you achieve
greater website conversion rates? We’ll highlight a few crucial tools in this
HubSpot to Optimize Forms
HubSpot gives you many form options. They even offer
templates for some commonly used forms (i.e. event registration, eBook
downloads, support requests) to simplify form creation. As a user, you can
choose if you’d like your forms to exist as pop ups or embedded into your
The form styles are clean, easy to work with, and eye catching. One of the nicest features to help form conversion is the ability to pre-fill some of the fields when you already have data on the contact. For example, if I am a contact in your HubSpot database and I click on a form on your website, HubSpot will auto-fill the relevant information like my name, email address, etc. so there are less fields I must type in. The key to taking full advantage of HubSpot forms for conversion is following some best practices. Here are three of the biggest ones:
- Reduce form fields: Studies have shown that reducing the number of form fields required improves conversion rates. HubSpot lets you dictate how many fields you want and which of those fields you are requiring. In addition, the auto-fill feature can reduce the time it takes for a prospect to fill out the form, which makes them more likely to convert.
- Order fields from easiest to hardest: When someone commits to something small at the onset of a task, they’re more likely to want to follow through to complete it. Don’t start forms by asking for “hard” information like credit card numbers. Start with requests for name and email for more successful conversions.
- Stick to single column forms when possible: Studies over the years have proven time and time again that single column form layouts convert better than multi-column. This is because multi-column can often cause the contact to omit fields or fill in unrelated or incorrect fields. HubSpot’s drag-and-drop features let you move fields around easily so you can optimize your formatting.
One of HubSpot’s coolest features is the ability to run two
different versions of your page using the same URL. Marketing Hub users have
access to this feature for landing pages only, but if you’re a CMS Hub
Professional or Enterprise account, you can run it on both landing pages and
live website pages. Page performance can be evaluated by comparing the bounce
rate, click rate, and conversion rates.
Utilize HubSpot's Website Chat & Chatflow Bots
I’ve said it before and I’ll say it again: website
chat works for lead conversion. HubSpot makes it easy to integrate live
chat into your website by simply embedding some code on the backend. I have
limited HTML experience and I was able to do it easily.
To maintain the momentum of your website chat capabilities, you
may also want to utilize a chatbot. While consumers aren’t the biggest fans of
chatbots, they also understand that your representatives can’t be available 24
hours a day, so they are willing to engage.
HubSpot allows you to create chatflows to guide your Bot
through a conversation with a website visitor and collect crucial information.
You can even test the chatflow before putting it on your website to make sure
it’s functioning correctly. The visual builder is relatively straightforward
but can get complicated if you start creating multiple branches like I did. I
ended up chatting HubSpot support (case in point!) for help sorting some of
those branches out. We got it figured out together and now the chatbot is running
Create Automated Workflows for Form Submissions
When someone fills out a form on your website, an automated
response lets them know you’ve received their request and helps them anticipate
what to expect next. This conversion tool is especially helpful to your sales
teams because it removes the pressure of having to immediately follow up with
Automated emails maximize response rates and increase the likelihood
of conversion. Luckily, the workflows are easy to implement in HubSpot. Once
your emails are built and saved for automation, just set the enrollment trigger
to the corresponding form on your website and create a “Send email” action to
push out your response. You can even get creative and add multiple emails to serve
up additional assets and promotional opportunities.
Analyze Website Traffic Analytics
If you go under Reports > Analytics Tools in your
HubSpot instance, you’ll find two sets of data that are extremely helpful for understanding
and improving your conversions – of course, the first step of gathering this
information is making the website available to HubSpot, so make sure HubSpot is
plugged in to the backend of your site first!
Tool #1: Traffic Analytics
The traffic analytics tools in HubSpot provide multiple
layers of detail about how your website users are finding you and which pages
they’re engaging with. You can see a breakdown of the traffic sources from
nearly every angle of your business: Organic searches, Direct searches,
Visitors who came in via a referral website, traffic generated from marketing
emails, and even traffic coming in from your social channels.
As you dive deeper into these categories, you’ll be able to
see trends in search terms or channels they’re engaging on to improve conversions.
HubSpot provides analytics like Google (bounce rate, time on page, etc.) but with
deeper insight. Not only can you see those standard metrics, but you can also view
the new contacts you’ve acquired through each of those channels.
Topic clusters help you uncover common themes among your traffic.
Once you know that the majority of your website traffic found you by entering terms
related to an overarching topic, you can build content around those topics to
further boost traffic and increase conversions. The Page Views tab in
this section also sheds some light on where your website traffic is spending most
of their time and for how long.
Tool #2: Website Analytics
The Website Analytics tool in HubSpot helps you understand
your traffic specific to landing pages and blogs. This is also helpful in
understanding the kind of content your audience is looking for and for
strategizing your landing page conversions. HubSpot’s Website Analytics reveal the
search queries people are using to find your specific pages, recommend SEO
improvements, and even show you the inbound links from other websites to your
If you’re serious about boosting your website conversions, HubSpot
recommends starting with a conversion rate optimization (CRO) plan. They offer
a free 8-week
planner that details how to do a CRO
audit, identify areas of improvement, run split tests, and more. To get a quick
overview of where your website stands in terms of performance, SEO, mobile, and
security, check out HubSpot’s free Website
Grader. It’ll give you a quick snapshot of where you’re doing well and help
reveal where it can improve.