Leveraging
HubSpot
Enterprise to Grow
Your Agency
Conversion Assist Report* **
Peter Caputa
Date: 1/18/2011
#VARFormable
* Not Launched Yet
** Avaiable with Pro & Enterprise Products
Agenda
•
•
•
•
•
What the Conversion Assists Report Does
How it Works
When You Should Use It
Future Iterations
What’s Next
CONVERSION
ASSISTS
REPORT
What the Conversion Assists Report
Does
1. Answer the Questions:
1.
2.
Which pages, landing pages, blog posts did my prospect
view PRIOR to becoming a lead?
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
HOW IT WORKS
Under Analyze in Navigation (Not Live Yet)
Change Time Frame (Just Like Sources)
Lead and Customer Conversion Summary
Choose Leads or Customers (Tab)
Content that Generates Leads Doesn’t <>
Content that Turns Leads into Customers
Select All Pages, Standard Pages, Blog
Posts or Landing Pages (Drop Down)
WHEN YOU
SHOULD USE IT
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.
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”?
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%
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.
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.
FUTURE
VERSIONS
Ideas Being Considered
• View Assist Reports from Clicked Elements &
Custom Events
• View Conversion to Opportunity
• View Conversion to Customer Defined Stages
• Other ideas?
QUESTIONS?
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
See You Next Wednesday