Hubspot CRM Landing Page Optimization
Enhancing User Experience and Conversion on Hubspot’s CRM Landing Page
31% engagement on hero CTA
The ‘Get Free CRM’ CTA proved effective, with 31% of visitors clicking there first.
20% increase in helpfulness
Increase of up to 20% in helpfulness compared to competitors.
Highest NPS of 8.11
Hubspot produced the most net promoters compared to their key competitors.
Business Challenge
Evaluate the effectiveness of Hubspot’s landing page to attract, educate, and convert visitors.
Research Goals
The study aimed to analyze user interactions with the landing page to identify areas of strength and opportunities for increased conversion efficiency.
Timeline
Screenshots of Hubspot’s landing page were captured from their website. A feedback survey and usability test were developed to evaluate the engagement and effectiveness of the content. The results were analyzed within a day based on feedback from survey participants.
Methodology
Hubspot’s landing page was tested using remote user surveys through Helio, where participants reacted to the design using a variety of quantitative and qualitative methods. The Hubspot survey was then copied and used to test 4 competitor landing pages in order to understand where Hubspot excels in the market and where they can learn from their competitors.
Once the responses were collected, the data was gathered into this comparison framework for surfacing quick signals across the landing page variations.
Research Panel
A ready-made audience of Marketers and Sales Professionals in the United States was utilized to collect 100 responses for each of the five competitor landing pages.
Test Setup
The study utilized an array of quantitative and qualitative metrics, such as the success level of specific CTAs and the emotional reception to the landing page’s content.
The test setup for the Hubspot landing page optimization study included a series of questions designed to understand user behavior and perceptions as they interacted with the landing page. Here’s a summary of the test setup based on the provided questions:
Comprehension: Participants were requested to explain the purpose of the page. This was done to assess whether the page’s messaging and design effectively conveyed its intentions and offerings. Frequent keywords in the responses, such as “CRM,” “software,” and “sales,” indicated that the page primarily promotes CRM software solutions for sales teams.
First Interaction: Participants were instructed to click on the element they would typically select first while navigating online tools. The goal was to pinpoint the primary areas of interest or initial points of engagement on the page. A subsequent question inquired about the rationale for their choice, with frequent terms mentioned including “software,” “CRM,” and “free.”
Information Seeking: Users were instructed to click where they would go to learn if the tool could be useful for their company. This helped to identify which parts of the page were perceived as most informative regarding product suitability. Reasons for their choices were explored in a follow-up question, with “product,” “company,” and “software” being frequent in the responses.
Emotional Reaction: This question aimed to capture the overall impression the page gave to the respondents, allowing them to select from multiple options. They were also asked to explain their choices, providing insight into the user’s perception of the page’s content and design.
Likelihood to Engage: A Net Promoter Score (NPS) question measured the likelihood that respondents would use Monday.com for their business or company, on a scale from 0 to 10. The median rating was an 8, with a follow-up question probing into the reasoning behind their rating. Keywords from the responses included “software,” “free,” and “business.”
Overall, the test was structured to gauge the initial attraction to key elements of the page, the clarity and utility of the information provided, the user’s general impression of the page, and the likelihood of the product being adopted by the user’s business. The use of common keywords and follow-up questions provided a deeper understanding of user motivations and barriers to conversion.
Analysis and Synthesis:
31% engagement on hero CTA
The ‘Get Free CRM’ CTA proved effective, with 31% of visitors clicking there first.
This is the expected amount of engagement on a primary CTA for first clicks on a homepage, and is comparable to competitors such as Zendesk and Zoho.
20% increase in helpfulness
Increase of up to 20% in helpfulness compared to competitors.
Hubspot’s landing page produced the most positive impressions out of the 5 competitors tested, tied with Zendesk at 160 Net Positive Alignment (the sum of positive impressions shared by visitors minus the sum of the negative).
Highest NPS of 8.11
Hubspot produced the most net promoters compared to their key competitors.
Despite being tied for emotional reactions, Hubspot’s product was by far the most likely to be recommended to a peer or colleague based on a visit to the landing page.
Outputs/Deliverables
We wrote a blog post to elaborate on how this testing works into the practice of landing page optimization.
We also produced a guide for testing landing page optimization just as we did with Zoho:
Next Steps and Recommendations
Double down on free offer – Building on this positive reception, HubSpot can further leverage its free CRM concept to strengthen user motivation and enhance its market positioning.
Demo time – Hubspot leads the pack in conversions, thanks to its strategically placed demo CTA. Hubspot can take a note from Hubspot by providing demo opportunities on their landing page.
Reflections:
Hubspot’s performance in the areas of emotional reception and net promoter score may have been promoted by its current brand awareness and dominant place in the CRM market.