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Leveraging HubSpot Enterprise to Grow Your Agency
Peter CaputaDate: 1/18/2011#VARFormable
Conversion Assist Report* **
* Not Launched Yet** Avaiable with Pro & Enterprise Products
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Agenda
• What the Conversion Assists Report Does
• How it Works• When You Should Use It• Future Iterations• What’s Next
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CONVERSION ASSISTSREPORT
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What the Conversion Assists Report Does
1. Answer the Questions: 1. Which pages, landing pages, blog posts did my
prospect view PRIOR to becoming a lead? 2. Which pages, landing pages, blog posts did my leads
view PRIOR to becoming a customer?
2. Attributes value of content based on how it supports the buying/sales process.
3. New Analytics Report available in Pro & Enterprise. Currently in Closed Alpha.
4. An easier to setup, easier to use, more prescriptive version of the Current Enterprise Assists Report
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HOW IT WORKS
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Under Analyze in Navigation (Not Live Yet)
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Change Time Frame (Just Like Sources)
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Lead and Customer Conversion Summary
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Choose Leads or Customers (Tab)
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Content that Generates Leads Doesn’t <> Content that Turns Leads into Customers
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Select All Pages, Standard Pages, Blog Posts or Landing Pages (Drop Down)
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WHEN YOU SHOULD USE IT
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Demonstrate ROI of Middle of the Funnel Content Marketing
• What content leads visitors to convert to leads and leads to convert to customers?
• Justify investment in product content, case studies, blog content.
• Determine which existing content to promote more heavily via calls to action, email, blog, etc.
• Determine the type of blog posts and offers impact conversions and create more like that.
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Do Website Redesigns/Tweaks with Data
• Which links should be placed in our navigation?
• Which calls to action should be placed more prominently/frequently?
• What type of content should we create more of?
• Which content should we be careful about “getting rid of” or “de-emphasizing”?
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Do Website Redesigns/Tweaks with Data
“HOW IT WORKS” was buried until Eye-Fi discovered that viewrers of that page purchased at a high rate. Featuring it on the home page improved conversions by 37%
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Identify Buyers from Browsers
• Identify the content that produces ROI vs the stuff that just produces traffic.
• Identify the content your salespeople should use more often.
• Identify the content your sales team values/promotes.
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Design More Effective Lead Nurturing
• Don’t guess what content you should feature in your lead nurturing.
• Use data about which content is converting leads to customers and start by creating lead nurturing campaigns featuring that content.
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FUTURE VERSIONS
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Ideas Being Considered
• View Assist Reports from Clicked Elements & Custom Events
• View Conversion to Opportunity• View Conversion to Customer
Defined Stages• Other ideas?
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QUESTIONS?
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Use the Forums
• We’ll post updates and to-do’s. • You should respond when you do
something, or when you get stuck.
• If you have product setup questions, call support. 888 HubSpot
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See You Next Wednesday