Website visitors want a full digital experience because most of their researching and purchasing is done online. In fact, it’s estimated that there are 1.92 billion digital buyers out there, and they account for 14.1% of worldwide retail purchases. With how much time these consumers are spending on your website prior to purchasing, a solid website conversion rate is essential.

Everyone knows that HubSpot is a powerful and intelligent marketing solution, but which features specifically could help you achieve greater website conversion rates? We’ll highlight a few crucial tools in this post.

Use HubSpot to Optimize Forms

HubSpot gives you many form options. They even offer templates for some commonly used forms (i.e. event registration, eBook downloads, support requests) to simplify form creation. As a user, you can choose if you’d like your forms to exist as pop ups or embedded into your website.

The form styles are clean, easy to work with, and eye catching. One of the nicest features to help form conversion is the ability to pre-fill some of the fields when you already have data on the contact. For example, if I am a contact in your HubSpot database and I click on a form on your website, HubSpot will auto-fill the relevant information like my name, email address, etc. so there are less fields I must type in. The key to taking full advantage of HubSpot forms for conversion is following some best practices. Here are three of the biggest ones:

• Reduce form fields: Studies have shown that reducing the number of form fields required improves conversion rates. HubSpot lets you dictate how many fields you want and which of those fields you are requiring. In addition, the auto-fill feature can reduce the time it takes for a prospect to fill out the form, which makes them more likely to convert.
• Order fields from easiest to hardest: When someone commits to something small at the onset of a task, they’re more likely to want to follow through to complete it. Don’t start forms by asking for “hard” information like credit card numbers. Start with requests for name and email for more successful conversions.
• Stick to single column forms when possible: Studies over the years have proven time and time again that single column form layouts convert better than multi-column. This is because multi-column can often cause the contact to omit fields or fill in unrelated or incorrect fields. HubSpot’s drag-and-drop features let you move fields around easily so you can optimize your formatting.   

Use HubSpot A/B Pages

One of HubSpot’s coolest features is the ability to run two different versions of your page using the same URL. Marketing Hub users have access to this feature for landing pages only, but if you’re a CMS Hub Professional or Enterprise account, you can run it on both landing pages and live website pages. Page performance can be evaluated by comparing the bounce rate, click rate, and conversion rates.

Utilize HubSpot's Website Chat & Chatflow Bots

I’ve said it before and I’ll say it again: website chat works for lead conversion. HubSpot makes it easy to integrate live chat into your website by simply embedding some code on the backend. I have limited HTML experience and I was able to do it easily.

To maintain the momentum of your website chat capabilities, you may also want to utilize a chatbot. While consumers aren’t the biggest fans of chatbots, they also understand that your representatives can’t be available 24 hours a day, so they are willing to engage.

HubSpot allows you to create chatflows to guide your Bot through a conversation with a website visitor and collect crucial information. You can even test the chatflow before putting it on your website to make sure it’s functioning correctly. The visual builder is relatively straightforward but can get complicated if you start creating multiple branches like I did. I ended up chatting HubSpot support (case in point!) for help sorting some of those branches out. We got it figured out together and now the chatbot is running smoothly.

Create Automated Workflows for Form Submissions

When someone fills out a form on your website, an automated response lets them know you’ve received their request and helps them anticipate what to expect next. This conversion tool is especially helpful to your sales teams because it removes the pressure of having to immediately follow up with new leads.

Automated emails maximize response rates and increase the likelihood of conversion. Luckily, the workflows are easy to implement in HubSpot. Once your emails are built and saved for automation, just set the enrollment trigger to the corresponding form on your website and create a “Send email” action to push out your response. You can even get creative and add multiple emails to serve up additional assets and promotional opportunities.

Analyze Website Traffic Analytics

If you go under Reports > Analytics Tools in your HubSpot instance, you’ll find two sets of data that are extremely helpful for understanding and improving your conversions – of course, the first step of gathering this information is making the website available to HubSpot, so make sure HubSpot is plugged in to the backend of your site first!

Tool #1: Traffic Analytics

The traffic analytics tools in HubSpot provide multiple layers of detail about how your website users are finding you and which pages they’re engaging with. You can see a breakdown of the traffic sources from nearly every angle of your business: Organic searches, Direct searches, Visitors who came in via a referral website, traffic generated from marketing emails, and even traffic coming in from your social channels.

As you dive deeper into these categories, you’ll be able to see trends in search terms or channels they’re engaging on to improve conversions. HubSpot provides analytics like Google (bounce rate, time on page, etc.) but with deeper insight. Not only can you see those standard metrics, but you can also view the new contacts you’ve acquired through each of those channels.

Topic clusters help you uncover common themes among your traffic. Once you know that the majority of your website traffic found you by entering terms related to an overarching topic, you can build content around those topics to further boost traffic and increase conversions. The Page Views tab in this section also sheds some light on where your website traffic is spending most of their time and for how long.

Tool #2: Website Analytics

The Website Analytics tool in HubSpot helps you understand your traffic specific to landing pages and blogs. This is also helpful in understanding the kind of content your audience is looking for and for strategizing your landing page conversions. HubSpot’s Website Analytics reveal the search queries people are using to find your specific pages, recommend SEO improvements, and even show you the inbound links from other websites to your page.

Website Conversion Optimization

If you’re serious about boosting your website conversions, HubSpot recommends starting with a conversion rate optimization (CRO) plan. They offer a free 8-week planner  that details how to do a CRO audit, identify areas of improvement, run split tests, and more. To get a quick overview of where your website stands in terms of performance, SEO, mobile, and security, check out HubSpot’s free Website Grader. It’ll give you a quick snapshot of where you’re doing well and help reveal where it can improve.