Most website owners would agree that conversion rate optimization is crucial, yet often overlooked.
HubSpot actually has some incredibly powerful yet lesser-known features that can significantly boost conversion rates, if leveraged strategically.
In this post, you'll discover step-by-step instructions for unlocking HubSpot's built-in CRO tools, from traffic source analysis to A/B testing to custom event tracking. You'll also learn expert tips for integrating other platforms like Google Analytics and Hotjar to amplify results.
Introduction: Unveiling HubSpot's CRO Arsenal
HubSpot offers a robust set of built-in tools to help boost your website's conversion rate optimization (CRO). However, some of its most powerful CRO features remain relatively unknown.
In this article, we will uncover some of HubSpot's secret weapons for conducting split tests, personalizing content, analyzing user behavior, and more. We'll provide actionable tips to fully utilize these tools to maximize conversions.
The Fundamentals of Conversion Rate Optimization (CRO)
Conversion rate optimization (CRO) refers to the systematic process of increasing the percentage of website visitors who take a desired action (known as a conversion).
Some examples of conversions include:
- Making a purchase
- Signing up for a newsletter
- Downloading content
- Filling out a contact form
By testing and optimizing each step of the user journey, you can identify and eliminate hurdles to conversion. This enables more visitors to convert, boosting your key conversion rate metrics.
Why CRO Matters for Your Business Success
- Higher conversion rates directly translate to increased sales and revenue.
- Improving conversion by just 1% can translate to a 10% or greater increase in profits.
- High conversion rates build trust and credibility with customers.
- CRO informs better design and development decisions backed by data and testing.
- It reduces guesswork around what engages your customers.
In today's competitive landscape, even marginal CRO gains provide a significant competitive advantage. Leveraging HubSpot's built-in yet underutilized CRO features enables you to realize quick wins and long-term success.
What is a good conversion rate hubspot?
A good conversion rate can vary greatly depending on your industry, but generally between 2-5% is considered strong for HubSpot users. This may seem low, but it's normal to see less than 1% without optimization.
By leveraging HubSpot's built-in tools for conversion rate optimization (CRO) you can likely achieve significant improvements. Focus on creating targeted landing pages, A/B testing elements like calls-to-action, and personalizing content for visitors. Measure analytics like page views to contact forms submitted to gauge progress.
Achieving a 2-5x increase in conversions is realistic with inbound marketing. This compounds growth over time, leading to major gains in leads and revenue.
How do you optimize conversion rate?
Many common conversion rate optimization (CRO) best practices can actually limit growth. While tactics like using strong CTA colors or urgency in messaging may provide short-term gains, they often sacrifice long-term customer relationships.
Rather than relying on dangerous quick fixes, take a more thoughtful approach:
Focus on understanding users
- Conduct user research to uncover pain points and identify opportunities in the customer journey. This builds empathy and focus.
- Talk to customers to learn what they value. Find ways to serve those needs, not just drive conversions.
Take an experimentation mindset
- Develop hypotheses about how to better meet user goals. Test potential solutions directly with customers.
- Run A/B tests to make data-driven decisions, rather than assumptions. Iteratively improve over time.
Provide genuine value
- Build trust by addressing real user problems, not creating false urgency.
- Offer resources and education for free to establish your authority. This breeds loyalty beyond transactions.
The highest converting websites focus on creating long-term value for customers, not chasing short-term conversion gains. By understanding audience needs, systematically testing ideas, and providing genuine value, you can build customer relationships that support growth over years, not just quarters.
Is Conversion Rate Optimization worth it?
Conversion rate optimization (CRO) can significantly improve business results when done properly. By optimizing your website and marketing to convert more visitors into leads and customers, you can increase sales and revenue without spending more on advertising.
Some of the key benefits of CRO include:
- Increased conversion rates - By testing and refining elements on your site you can lift conversion rates by 50-100% or more. Even small improvements add up.
- Improved ROI from marketing - Since you'll be getting more from each visitor, your marketing spend will become more efficient.
- More leads and customers - Higher conversion equals more people taking desired actions, like downloads, subscriptions, purchases etc.
- Better user experience - A good CRO approach analyzes customer behavior and feedback to create a more seamless, engaging journey.
- Lower acquisition costs - When each visitor converts at a higher rate, the cost of acquiring each customer decreases.
- Increased profits - More revenue and lower costs result in better profit margins.
While CRO requires an investment of time and effort, the long term payoff makes it incredibly worthwhile for most businesses. Start small by testing some basic elements, track the metrics that matter, and scale up over time. With the right focus and tools, it can transform a website from a cost center into a profit powerhouse.
How can you improve conversion rates?
Improving conversion rates is crucial for any business looking to increase sales and revenue. Here are some of the top ways to boost conversions:
Test and optimize your website
A/B testing allows you to try out different versions of your website to see which one performs better. You can test elements like headlines, calls-to-action, page layouts, etc. Tools like HubSpot's built-in A/B testing features make it easy to identify improvements.
Create a clear value proposition
Clearly communicate how your product or service solves your customer's needs. Make sure your messaging directly speaks to their pain points so they understand why they should buy from you.
Set up a sales funnel
Guide visitors through a series of pages designed to nurture them from awareness to interest, consideration, and finally conversion. HubSpot offers templates to set up conversion funnels fast.
Speak directly to your audience
Use language your customers understand. Avoid overusing industry jargon and tailor content to resonate with their needs.
Overcome objections
Address any concerns or objections head on through FAQs, testimonials, guarantees, trials, etc. Proactively answering questions builds trust.
Build trust and credibility
Features like security badges, testimonials, money-back guarantees can increase perceived trustworthiness. Leverage tools in HubSpot to highlight social proof.
Simplify the buying process
Minimize steps users have to take to convert. Allow guest checkouts, offer multiple payment options, highlight calls-to-action clearly. HubSpot makes optimization seamless.
By focusing on these key areas and leveraging built-in HubSpot tools, you can optimize conversion rates through a refined, customer-centric strategy. Continually experiment with and improve your website experience to boost conversions over time.
Harnessing HubSpot CRO Tools for Improved Insights
HubSpot fournit des données précieuses pour identifier les opportunités d'optimisation.
Traffic Source Dashboard: A Goldmine for Conversion Opportunities
Le tableau de bord des sources de trafic dans HubSpot est un outil puissant pour déterminer quelles sources amènent le plus de conversions.
Vous pouvez voir le nombre de visites, de prospects et de clients générés par chaque canal, ce qui vous permet d'allouer votre budget marketing de manière plus efficace. Concentrez vos efforts sur les canaux avec les meilleurs taux de conversion.
De plus, vous pouvez segmenter les données par page d'entrée pour voir quelles landing pages convertissent le mieux pour chaque source de trafic. Cela vous indique quelles pages ont besoin d'être optimisées en priorité.
Par exemple, si vous voyez que la majorité de vos prospects Organic Search viennent de votre page des offres d'emploi, mais avec un faible taux de conversion, vous savez que cette page a besoin d'une refonte pour capturer plus de prospects qualifiés.
Landing Page Reports: The CRO Marketing Strategy Blueprint
Les rapports de landing pages dans HubSpot sont essentiels pour élaborer votre stratégie d'optimisation. Ils fournissent des insights clés sur les performances de chaque page.
Vous pouvez voir le nombre de visites, le taux de rebond, les taux de conversion par page, ainsi que le parcours utilisateur moyen.
Ces données vous permettent d'identifier rapidement les pages sous-performantes à optimiser en priorité pour augmenter vos conversions.
De plus, en comparant les performances entre plusieurs pages similaires, vous pouvez déterminer les meilleures pratiques à reproduire.
Par exemple, si votre page Contact obtient 2x plus de prospects qualifiés que votre page Demande de devis, vous savez que vous devez optimiser votre formulaire de devis pour capturer plus de leads.
En analysant finement ces rapports, vous obtenez une feuille de route pour votre stratégie d'optimisation afin de maximiser vos taux de conversion.
Leveraging A/B Testing for Ecommerce Conversion Rate Optimization
Réalisez facilement des tests A/B pour améliorer vos landing pages et emails.
The Power of Landing Page Variations
Create landing page variants to test.
A/B testing on landing pages is a great way to optimize your conversion rates for e-commerce. By creating different variations of your landing page and testing them with random groups of visitors, you can determine which version performs the best.
Here are some tips for creating effective landing page variants:
- Modify the calls to action: Test the color, size, placement, and text of the call to action buttons. A simple change can make a big difference.
- Play with images and layout: Try different image sizes, angles, and placements on the page. A catchy image in the right place can significantly increase conversions.
- Simplify navigation: Remove non-essential menu items and ensure that the user journey to conversion is simple and direct.
- Highlight special offers: Use visual elements like badges to draw attention to discounts or special offers.
With HubSpot, it is easy to create different variations of landing pages and manage comprehensive A/B tests to determine which ones convert your visitors into customers the best.
Email Experiments: Subject Line to Content
Test the object and content of your emails.
In addition to landing pages, email optimization is crucial for increasing e-commerce conversions. A/B testing on your emails allows you to determine the best practices for your email campaigns.
Here are some email experiments to test:
- Subject Lines: Test different lengths, emotional hooks, special offers, and more. A catchy subject line can make all the difference.
- Senders: Test sending emails from different senders within your company to see which one gets the best engagement.
- Sending Times: Send emails on different days of the week and times of the day to determine the best time to reach your audience.
- Email Frequency: Test sending emails more or less frequently to find the right balance between optimal engagement and email fatigue.
- Promotional Offers: Test discounts, promotional codes, stock availability, or expiration dates to encourage quick action.
With HubSpot's powerful email automation feature, it's easy to create complex email workflows to test different variations and determine what works best for your e-commerce email campaigns.
Event Tracking in HubSpot: Decoding User Actions
Track user journey on your website to identify bottlenecks.
Implementing HubSpot's Tracking Code for Comprehensive Insights
The HubSpot tracking code is easy to install on your website. Just add a few lines of code in the `` of your site.
Here are the steps to follow:
- Log in to your HubSpot account and go to the Installation section.
- Copy the provided tracking code.
- Paste this code into the
Once the code is installed, you will start receiving valuable data on your visitors' behavior.
HubSpot automatically tracks key actions such as:
- Page views
- Time spent on page
- Bounce rates
- Traffic sources
- Conversion rates
With these insights, you can better understand where your visitors are abandoning and optimize your website accordingly.
Custom Events Creation: Unlocking the Power of User Behavior Analytics
In addition to automatic tracking, HubSpot allows you to create your own custom events to track specific actions of your users.
Custom events are extremely powerful for unlocking targeted insights.
Here are a few examples of their use:
- Tracking when a user clicks on a CTA
- Monitoring how many users view a video
- Measuring conversion rates for a form
To set up a custom event, simply add a line of code with the action to be tracked.
_hsq.push(["trackClick", "Lien du CTA cliqué"]);
With custom events, you can literally track any user action on your website. This allows you to pinpoint exactly where your visitors are dropping off and implement optimizations to increase your conversions.
Try implementing some custom events on key actions. You will be surprised by the value of the insights collected!
Amplifying HubSpot CRO with Strategic Integrations
Connect HubSpot with other tools like Google Analytics to enhance your data.
Integrating Google Analytics for Enhanced CRO Data
Integrating Google Analytics with HubSpot allows you to import your Analytics data directly into HubSpot for in-depth analysis.
Here are some key benefits of this integration:
- Access your Analytics data without leaving HubSpot. This way, you can view your conversion rates, traffic sources, etc. all in one place.
- Enrich your HubSpot contacts with behavioral information from Analytics, such as page views, time spent on the site, etc.
- Create dynamic segments in HubSpot based on Analytics criteria like number of visits, conversions, etc.
- rigger HubSpot workflows based on Analytics events, such as when a user reaches a certain number of page views.
To set up the integration, follow these steps:
- In HubSpot, go to Integrations and select Google Analytics.
- Click on Enable and connect your Analytics account.
- Select the Analytics view and the dimensions/measures to import into HubSpot.
- Schedule automatic data updates.
With this integration in place, you will have enriched Analytics information directly in HubSpot to make informed optimization decisions!
Leveraging Hotjar for User Journey Insights
Hotjar is an excellent tool for observing and analyzing the behavior of your users. Integrate it with HubSpot to enhance your understanding of user journeys.
Some advantages of this integration are:
- Visualize user sessions as videos and heatmaps to see where they click and scroll.
- Identify friction points and bottlenecks in user journeys.
- Generate funnel reports to determine at which stages of the journey users are dropping off.
- Enhance HubSpot contact profiles with Hotjar behavioral data.
- Trigger targeted campaigns in HubSpot based on user behavior in Hotjar.
To configure it:
- In HubSpot, go to Integrations and select Hotjar.
- Authenticate and connect your Hotjar account.
- Import the desired data from Hotjar to HubSpot.
- Schedule automatic updates.
With Hotjar and HubSpot, you will have unprecedented information about your users to effectively optimize your conversion at every step.
Mobile Optimization: A Crucial Pillar of HubSpot CRO
Adapting your website and campaigns to mobile is crucial, as mobile generates an increasing share of traffic and leads. With its responsive templates and adaptive features, HubSpot makes mobile optimization smooth and effortless.
Creating Mobile-Friendly Page Templates with HubSpot
HubSpot offers 100% responsive page templates that automatically adapt to any screen size. You can build landing pages, blogs, e-commerce pages and more with built-in mobile responsiveness.
Some key benefits include:
- Drag and drop editor makes it easy to build pages in minutes
- Mobile preview lets you test pages on multiple devices
- Responsive columns and elements resize/reflow for mobile
- Page speed optimization for fast load times
With HubSpot's pre-built templates, you don't need to worry about mobile optimization - it's handled out of the box.
Crafting Adaptive Emails for the Mobile Audience
HubSpot's email builder lets you create emails that adapt to the subscriber's device, ensuring great experience on mobile and desktop. The templates detect screen size and render content beautifully across all devices.
Key features for building mobile-friendly emails:
- Sections stack vertically on mobile devices
- Fonts auto-resize based on screen width
- Mobile preview to test across iOS and Android devices
- Analytics to understand mobile vs desktop engagement
By leveraging HubSpot's responsive templates and adaptive technology for landing pages, blogs and emails, you can optimize all customer touchpoints for the mobile experience. This not only boosts conversions, but also improves brand perception.
CRO Mastery Through HubSpot Academy
HubSpot Academy offers comprehensive online training in conversion rate optimization (CRO) principles and methodologies. This allows professionals to enhance their digital marketing and e-commerce skills to drive business growth.
The courses teach actionable techniques to increase conversion rates across websites, landing pages, email campaigns and more.
Learning the Essentials of CRO
The HubSpot Academy CRO curriculum covers core concepts like:
- Defining goals and key performance indicators
- Analyzing user behavior with heatmaps and session recordings
- Optimizing page layouts and content for conversions
- Crafting customer journey maps
- Leveraging tools to identify optimization opportunities
With real-world examples and hands-on exercises, you'll gain practical knowledge to immediately start improving conversion rates.
The beginner CRO course focuses on fundamentals first. This builds a solid foundation to then layer on more advanced strategies.
Advanced Techniques: Perfecting A/B Testing
Once comfortable with CRO essentials, HubSpot Academy's advanced training dives into more complex topics like:
- Designing and analyzing A/B tests
- Statistical significance in experimentation
- Multivariate and multi-page testing
- Personalization and segmentation
- Optimization hypothesis creation
Through step-by-step tutorials, you'll master advanced testing techniques to lift conversion rates.
The advanced course teaches how to continually experiment and iterate to maximize performance. This systematic optimization approach is key for long-term CRO success.
With structured learning paths and certifications, HubSpot Academy empowers you to become a skilled CRO practitioner.
Maximizing CRO with HubSpot's Free Tools: Key Takeaways
HubSpot offers several built-in features that can help boost your conversion rates, often at no additional cost. By taking advantage of these tools, you can gain valuable insights into your website visitors and fine-tune your marketing campaigns for better results.
Dashboarding for Opportunity Discovery
HubSpot's free CRM includes powerful analytics and reporting capabilities out-of-the-box. You can leverage these to:
- Identify high-traffic but underperforming pages that could benefit from optimization.
- Discover which landing pages have the highest exit rates, indicating opportunities to improve page design, content, etc.
- Analyze visitor trends over time to inform future marketing initiatives.
- Filter reports by source, campaign, page type, and more to pinpoint strengths and weaknesses.
With comprehensive data at your fingertips, you can easily determine where to focus experimentation efforts for quick wins.
Built-In Testing Capabilities for Continuous Optimization
HubSpot also provides A/B testing tools for landing pages and email campaigns at no extra cost.
- Easily create landing page variations to test changes like layout, headlines, calls-to-action, etc.
- Leverage email template testing to experiment with subject lines, content, sender details, and more.
- Use conversion rate and click-through data to determine winning variations.
- Schedule tests to run automatically until statistical significance is achieved.
By regularly testing and optimizing your highest-traffic pages and campaigns, you can maximize conversions over time.