HubSpot achieved remarkable results using a well-structured study framework that doubled their site’s overall conversion rate. This framework allowed them to identify and address the issues with their website copy, making it more aligned with their audience’s needs and expectations.
The Challenge: Outdated and Inconsistent Copy
When a business has been operating for a long time, several factors can contribute to declining conversion rates:
- Evolving Business Goals: Over time, the products, services, and objectives of a business change, but the website copy might not reflect these updates.
- Diverse Authorship: Website content is often written by multiple individuals across departments, resulting in a lack of consistency in tone and messaging.
- Aging Copy: Without regular updates, even the most compelling copy becomes outdated and less effective.
HubSpot faced this exact challenge. Their website’s messaging was inconsistent, outdated, and no longer effectively resonated with their target audience. To tackle this, they employed a study framework that not only refreshed their copy but also revolutionized their conversion rates.
The Framework: A Systematic Approach to Copy Optimization
1. Employee Interviews: Understanding Internal Insights
HubSpot conducted in-depth interviews with key internal teams to gain a comprehensive understanding of their products and customer interactions:
- Product Team: Shared insights about the evolution of the product, highlighting new features and changes that needed to be communicated.
- Sales Team: Provided valuable input on how to address customer questions and objections effectively.
- Support Team: Identified recurring questions and complaints from leads, revealing gaps in existing messaging.
2. Customer Conversations: Diving into User Perspectives
HubSpot segmented their audience into three groups and conducted targeted interviews to gather specific insights:
- Active Customers (engaged for over 3 months): These users were asked about their primary challenges, key goals, and the benefits they gained from the product.
- Leads: Prospective customers shared their frustrations with the current website and their unmet needs.
- Inactive Accounts (dead leads): By analyzing why these accounts didn’t convert or churned, HubSpot uncovered critical pain points and areas for improvement.
3. Customer Language Integration: Speaking Their Words
HubSpot took the feedback gathered from customers and used their exact language to craft new copy. This included:
- Using customer terminology in headlines, body text, and calls-to-action (CTAs) to ensure relevance and relatability.
- Highlighting customer-identified pain points, fears, and desires to make the messaging resonate on a deeper emotional level.
The Results: A Major Boost in Conversions
The changes driven by this framework led to impressive improvements in key metrics:
- 27% Increase in Total Product Signups: The refreshed copy spoke directly to user needs, leading to higher engagement.
- 35% Increase in Demo Requests: By addressing objections and emphasizing benefits, HubSpot attracted more qualified leads.
- 100% Increase in Conversion Rates: The redesigned “Get Started” flow delivered a seamless experience, doubling conversions.
Key Takeaway: Small Efforts, Big Payoff
HubSpot’s transformation highlights the power of audience-centric copywriting. For years, they had been striving for incremental improvements, fighting for 0.1% gains. Implementing this framework brought a game-changing 100% increase in conversion rates—a result that underscores the importance of regularly refreshing and aligning website copy with evolving customer expectations and business objectives.
Source: blog.hubspot.com