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Project overview
Re-design the HubSpot website with the aim to improve user journey, segment customers and reduce bounce rate.
Collaborating with an external HubSpot design agency to complete the dev work, and internal Digital Marketing Specialist to refine the user journey, copy, SEO and messaging framework.
Goals:
✦ Reduce bounce rate of visitors to the website
✦ Improve the user journey - develop a website structure to serve a host of different customer types
✦ Create visual cohesion across all areas of the website and marketing campaigns
100%
closed won rate on all leads generated 30 days after go live
40%
reduction in bounce rate in the 3 months following launch
4
languages versions launched - English, French, German and Spanish
The details
To re-design the website, I worked with the internal marketing team to develop a project scope, develop content and copy, and align with company and marketing goals. I collaborated with an external website design agency to develop the HubSpot website, designing modular components and directing the brand application across the website.
Key improvements implemented:
✦ Improved user journey across customer types - optimising content, structure and journey dependent on user
✦ Development of extensive illustration and animation library for use across the website and other materials
✦ Visualisation of complex product tools, for improved customer understanding and education
See the homepage below, or visit the live website here.
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