How to Increase Conversions with HubSpot

Iliyana Stareva

@iliyanastareva

Principal I Channel Consultant

My four things: Agency Positioning

Inbound PRInsanityWriting

1 Be Relevant

of European marketers are focused on reaching the right audience, and converting them into leads.

23%

MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (DIT), MBA (Smurftt)• 42, Married, 2 Kids (10 and 6)

Goals:• Support sales with collateral and leads• Manage company communications• Build awareness

Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess

Loves HubSpot because:• Easy to use tools that make her life easier• Learn inbound marketing best practices

• Easier reporting to sales and CEO

2Know What

to Ask (to Give it)

Persona Profile Checklist

Research your customers

Listen on Social Media

Segment Your Lists

Use Lead Intelligence

Form fields

Woah!

Wow!

Cool!

Good to know! Yes!

Awesome!

Great!

3 USE CONTEXT

TO PERSONALISE

Attract Convert Close Delight

Strangers Visitors Leads Customers Promoters

Enterprise Erin Owner Ollie

CONTEXT TO PERSONALISE

DelightI’m a leadI’m a new

visitor

CONTEXT FOR SOCIAL PROOF

4 Consistency

85 percent of people say color is the main reason they buy a product.

CTA BEST PRACTICES

1. Compelling Colour

2. Clickable & Actionable Copy90 percent better conversion rate using first-person language, e.g., “Start my free trial” vs. “Start your free trial.”

3. Urgency & Power Words Words like “now” or “guaranteed” add extra urgency and credibility

4. Rounded Size & ShapeRounded, big, tappable for mobile. Rectangular buttons are most popular, but our brains are programmed to avoid pointy things, so round off the corners.

5. Prominent PlacementSet clear expectations and make it easy to see and click by giving enough space for them to pop. Remember, 80% of visitors spend their time above the fold.

CTA TRICKS

Tweetables

Top Bar

Slide-in

Previous or Next Post

Quizzes

5 Test & Optimise

A/B TEST CTAs

A/B TEST CTAs

A/B TEST LANDING PAGES

A/B TEST LANDING PAGES

A/B TEST FORMS

A/B TEST EMAILS

A/B TEST - LANGUAGE IS BIG!

TEST BRANCHING

No conversion strategy without a content strategy, no content strategy without a clear buyer persona definition and a mapped out buyer’s journey. @iliyanastareva

Questions? Thank you!

@IliyanaStareva