Recently I wrote a blog post about how dynamic websites with frequently updated content are rapidly replacing legacy “corporate brochure” sites. This trend has never been more evident than after hearing the announcement by HubSpot at Inbound 2012 that they are moving to a more personalized visitor experience.
During the Keynote at Inbound 2012, Brian Halligan, announced several of these new dynamic content modules that will be available with the newest upgrade of HubSpot (HubSpot 3).
The two HubSpot 3 updates that I am looking forward to most are: Dynamic Calls to Action and Dynamic Contact Form Fields.
Dynamic Call to Actions (CTAs)
During Brian Halligan’s Keynote at Inbound 2012 it was made clear to everyone in attendance that one of the inspirations for the dynamic content within HubSpot 3 came from Amazon’s Recommendation Engine. This recommendation engine is what allows Amazon to recognize past customers and recommend new items for purchase. Currently, once a CTA is added to a blog post or page, the offers don’t change except for showing A/B variations of the same CTA. This made me think of how annoying it would be if you went to your favorite clothing store where you just bought a new pair of jeans and every time you come back they show you the same item that you just bought.
With the new dynamic CTAs, visitors are no longer shown the CTAs that they have acted on. So in the example reference above, the salesperson would stop showing you the same jeans you just bought last week and offer you something new each time you come in. Or at least they won’t continue to show you the same product you have already bought.
Dynamic Contact Forms
What is the significance? Well, if you have ever been on a HubSpot (or a HubSpot partner site) and provided your information in a contact form, you will notice that every time you come back to download another piece of content you are asked the same questions. HubSpot currently has the functionality to prefill these questions for repeat visitors but it doesn’t change the fact that it’s the same questions over and over again. What is gained by asking the same questions over and over again? Very little, if any, after the first time a visitor enters the database.
With HubSpot 3, all of this has changed. Questions included in the Contact Forms are now dynamic, and you can have new questions added to the contact form each time a visitor fills out a new form.
For instance. the first time a visitor fills out a form, you can capture all of the basic information: Name, email address and company they work at. The next time that visitor downloads a form the questions that were previously displayed will change to include phone, title and Twitter handle. In this dynamic model, each time the visitor returns and fills out a new form, there are additional questions added to the forms, allowing you to build a detailed profile of your contacts.
If you had asked all of these questions the first time a visitor filled out a form, you would scare them away. By adding questions over time in a dynamic fashion you can craft an in-depth profile of your leads in a non obtrusive way.
With the addition of personalization to HubSpot 3, I am certain that conversion rates will increase and visitors will start to feel less “marketed to” when on platforms powered by HubSpot.
If you are interested in learning more about HubSpot and these new personalization tools, sign up for a free demo.
Brian Hasenbauer is an Inbound Marketing Consultant at The Center for Sales Strategy.