My Work.

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Improving HubSpot’s Lead Form Experience.

Learn how I improved the user experience of filling out a 13-field, sales-qualifying landing page form in exchange for high-quality content. 

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Improving HubSpot’s Lead Form Experience.

 
 
 

About the Project.


The Next Five is a career assessment that helps users identify their focus for the next five years of their careers. The quiz asks 19 questions to help gauge users' interests, strengths, and working style. Once a user reaches the end of the quiz, they receive a “result,” which includes an in-depth, customized plan to aid career growth.

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Project details:

  • Company: HubSpot

  • Role: Content Strategist

  • Date: Q1, 2016

  • Project Type: Team

  • Goal: Lead Generation

 

I was 50% owner of this project, which included:

  • Project management.

  • Whiteboarding, sketching, and wireframing.

  • Determining and building out quiz logic.

  • Crafting conversational quiz questions and answers.

  • Building answer pages using HubSpot's CMS and pre-made style guide modules.

  • Writing, designing, and curating content.

  • Organizing and implementing a detailed campaign plan.

  • Measuring results.

 

The Problem.


 

Leads were down. Users were flocking to blog content to avoid filling out a form. 

 

So, how might we...

Create… a lead generating offer
For… young marketing and sales professionals
To… help them successfully navigate the next step in their careers
And improve… the user experience of filling out a 13-field, sales-qualifying landing page form in exchange for high-quality content.

 

As a Content Strategist at HubSpot, my goal was to generate leads. This often meant writing and designing a long-form piece of content (often an ebook or template) and gating it behind a form on a landing page. In order to download the content, a user had to fill out a 13-field form.

 

Here’s what HubSpot’s forms typically look like:

Note: HubSpot has since changed their form length from 13 fields to eight.

Note: HubSpot has since changed their form length from 13 fields to eight.

Leads were down. Users were flocking to blog content to avoid filling out a form. The lead form experience was fundamentally broken. 


The Solution.


My mission was to create an alternative, experimental lead generating offer where the form was part of the content itself. After a few brainstorms and whiteboarding sessions, we ended up on the concept of a quiz or assessment where sales-qualifying lead fields were sandwiched between quiz-related questions.

Once the user fills out the quiz, they receive one of nine results showing what the next step in their career should be. This result comes with a list of curated content and resources to support and promote career growth over the next five years.

Answer page example.

All potential results:

  1. Become a Manager

  2. Leave Your Company

  3. Start Your Own Company

  4. Step Away From Management

  5. Grow As a Leader

  6. Scale Your Team

  7. Pursue An Internship

  8. Expand Your Skillset

  9. Make a Lateral Move

In the end, we created a successful MVP quiz that generated leads in a fresh new way. This experiment moved HubSpot's Content Team forward and blazed a trail for future lead generating content.

 

My Process.


Explore

  • Identify the problem.
  • Brainstorm potential content topics and products.
  • Research and analyze competitive tools or pieces of content.
  • Empathize with and understand personas.
  • Iterate.
 
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Define

  • Determine goals.
  • Finalize direction, personas, and timeline.
  • Meet with stakeholders.
  • Iterate.
 
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Design

  • Brainstorm, whiteboard, and document.
  • Determine quiz logic.
  • Sketch.
  • Create a brief style guide for content consistency.
  • Wireframe.
  • Hand necessary pieces over to development.
  • Support development.
  • Design "result" pages in HubSpot's CMS.
  • Iterate.
 

Quiz logic was built out and tested in a Google Spreadsheet before moving to development:

 

Learn

  • User test quiz logic before designing.
  • User test designed MVP and collect feedback.
  • Iterate.
 
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Launch

  • Launch.
  • Promote.
  • Measure results.
  • Iterate.
 

Future Iterations.


 

Main takeaway:

Don’t ask users sensitive career questions ... and then also ask for the name of the company they work for.

After launch, the biggest piece of user feedback we received was in regards to the form. Users felt very uncomfortable answering the quiz questions honestly when it included required, sales-qualifying fields about the company they worked for.

 

Lessons for next time:

  • Make this quiz prospect generation-only (just email required) instead of lead generation (several fields required, including company information).
  • Build in more time for the design process and low-fidelity testing before moving to development.
  • Try this lead-generating quiz concept with a different content topic (not career-related).