While generating traffic to your website is crucial, what you do with that traffic is just as important. Conversion rate refers to the percentage of leads and website visitors that you are turning into customers. It’s a metric that should be studied closely and consistently monitored to find out what is effective and what isn’t. Luckily, HubSpot’s powerful platform has a multitude of features that can help you improve conversion rates and grow your business. Here are a few tips you can use to increase your conversion rate using HubSpot.

1. Optimize Your Forms

One of HubSpot’s most powerful and commonly utilized tools is forms. HubSpot offers several options and templates that make creating forms easy and straightforward. Additionally, you can choose if you would like your forms to appear as a pop up or embedded into the website.

Beyond styling changes, HubSpot also offers optimization with the ability to pre-fill basic form fields such as name and email address for your users when you already have their data in your system. Form auto-fill features are exceptionally valuable since forms covert better when the prospect has less required fields to fill out, as form length is the 2nd leading reason for form abandonment, behind only security concerns. Another way to reduce friction and increase your conversion rate is by limiting the fields to include only the information you need. Shortening forms also creates trust among your audience, as they won’t feel like they are divulging any information that isn’t completely necessary.

How to run an inbound campaign

2. Add Live Chat

Live chat on websites is rapidly gaining popularity, and for good reason. In one live chat study, a Medical Spa achieved a 30% increase in conversion rates by using live chat. Additionally, live chat has the highest customer satisfaction rate for brand communication at 82%, which is considerably higher than other forms of communication such as email, social media, and phone.

There are scores of statistics that prove the significant value live chat provides for conversion rates, lead generation, customer satisfaction, and ROI. Companies in all industries are taking notice of the power of live chat, as over two-thirds of brands have adopted this feature and included it on their website. The number of companies featuring live chat is only expected to increase, so we recommend taking advantage of live chat immediately. HubSpot offers an intuitive live chat tool that is easy to set up and maintain on your website.

 

3. Track Interactions with your Website

HubSpot contains a website analysis and grading tool that provides insight into how people are interacting with your website. Valuable information such as searches, time spent on pages, and behaviors can help you discover well-performing sections of your website and areas you should enhance to improve your conversion rate. HubSpot website analysis also allows you to view screen recordings of users interacting with your website, so you can see exactly how people explore your site and where you can strengthen the user experience.

Another useful reporting feature that HubSpot contains is the traffic analytics tool, which provides an in-depth look at how users are finding your website. Learning where your website traffic is coming from—whether it be organic searches, social media, email, or direct searches—allows you to see trends in search terms or channels which you can use to increase your conversion rate. Understanding which topics on your website generate the most interest and traffic also provides guidance on what content and topics to build around in the future.

4. Social Proof

93% of consumers check online reviews before deciding to make a purchase and 94% have avoided a company due to negative reviews. Social proof is a valuable way to build trust with your audience and showcase your product or service being used by real customers. Since so many modern products are only sold online and not in physical stores, online shoppers rely heavily on social proof before making a purchase to get a better understanding of the product.

Online services also benefit significantly from positive social proof. Sharing testimonials and results from past customers helps give leads the confidence they need to become customers. An effective way to gather social proof is to offer your customers an incentive, such as a coupon or gift card, for sharing their experience with your company. Encourage reviewers to include pictures or videos of your product or service in action.

Take Your Business to The Next Level by Increasing Conversion Rates

Try out these HubSpot tips to give your company the best chance of turning every website visitor into a customer. HubSpot is an exceptionally powerful and intuitive platform that can help you better understand, communicate with, and maintain relationships with your leads and customers. HubSpot tools like live chat, website analysis, and form optimization build trust with your audience and improve conversion rates.

As a HubSpot Elite Partner and full-service marketing agency, we can ensure you take full advantage of the valuable features HubSpot has to offer. Contact us today to begin increasing your conversion rates using HubSpot.