The document outlines strategies to increase conversions using HubSpot, emphasizing the importance of agency positioning and understanding customer personas. It highlights the need for relevant content, personalized communication, and consistent calls-to-action (CTAs) to engage visitors and increase lead conversions. Additionally, it stresses the significance of A/B testing for optimizing marketing materials and the necessity of defining buyer personas and mapping their journeys.

1. How to Increase Conversions with HubSpot

2. Iliyana Stareva
@iliyanastareva
Principal I
Channel Consultant
My four things:
Agency Positioning
Inbound PR
Insanity
Writing

3. 1 Be Relevant

4. of European marketers
are focused on reaching
the right audience, and
converting them into
leads.
23%

5. MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing team (1-5 people)
• BComm (DIT), MBA (Smurftt)
• 42, Married, 2 Kids (10 and 6)
Goals:
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges:
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess
Loves HubSpot because:
• Easy to use tools that make her life easier
• Learn inbound marketing best practices
• Easier reporting to sales and CEO

6. 2
Know What
to Ask
(to Give it)

7. Persona Profile Checklist

8. Research your
customers

9. Listen on Social
Media
Segment Your Lists

10. Use Lead
Intelligence

11. Form fields
Woah!
Wow!
Cool!
Good to
know! Yes!
Awesome!
Great!

12. 3
USE CONTEXT
TO PERSONALISE

13. Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Enterprise Erin Owner Ollie

16. CONTEXT TO PERSONALISE
DelightI’m a lead
I’m a new
visitor

17. CONTEXT FOR SOCIAL PROOF

18. 4 Consistency

20. 85 percent of people say color is the
main reason they buy a product.
CTA BEST PRACTICES
1. Compelling Colour
2. Clickable & Actionable Copy
90 percent better conversion rate using
first-person language, e.g., “Start my
free trial” vs. “Start your free trial.”
3. Urgency & Power Words
Words like “now” or “guaranteed” add
extra urgency and credibility
4. Rounded Size & Shape
Rounded, big, tappable for mobile. Rectangular
buttons are most popular, but our brains are
programmed to avoid pointy things, so round off
the corners.
5. Prominent Placement
Set clear expectations and make it easy to see
and click by giving enough space for them to
pop. Remember, 80% of visitors spend their time
above the fold.

21. CTA TRICKS
Tweetables
Top Bar
Slide-in
Previous or Next Post
Quizzes

22. 5 Test & Optimise

23. A/B TEST CTAs

24. A/B TEST CTAs

25. A/B TEST LANDING PAGES

26. A/B TEST LANDING PAGES

27. A/B TEST FORMS

28. A/B TEST EMAILS

29. A/B TEST - LANGUAGE IS BIG!

30. TEST BRANCHING

31. No conversion strategy without a content
strategy, no content strategy without a clear
buyer persona definition and a mapped out
buyer’s journey. @iliyanastareva

32. Questions?
Thank you!
@IliyanaStareva