Back to Learning Center
Subscribe
Join 40,000+ sales and marketing pros who receive our weekly insights, tips, and best practices.
Thank you! You have been subscribed.
Learning Center
Learning Center
Close
The IMPACT Learning Center

Free resources to help you master inbound marketing and They Ask, You Answer

Access the Learning Center

Access the Learning Center

Access the Learning Center
learning_center_grey__What is They Ask, You Answer-v2-black

What is They Ask, You Answer

What is <span>They Ask, You Answer</span>
Articles, Podcasts, & Updates

Articles, Podcasts, & Updates

Articles, Podcasts, <span>& Updates</span>
Free Courses & Certifications

Free Courses & Certifications

Free Courses & <span>Certifications</span>
On-Demand Keynotes & Sessions

On-Demand Keynotes & Sessions

On-Demand <span>Keynotes & Sessions</span>
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Services
Services
Close
Navigation_8_2021_taya

They Ask, You Answer Coaching & Training

They Ask, You Answer Coaching & Training
They Ask, You Answer Workshop

They Ask, You Answer Workshop

They Ask, You Answer Workshop
Navigation_8_2021_workshop

Inbound Marketing Services

Inbound Marketing Services
Navigation_8_2021_website design - monitor

Website Design & Development

Website Design & Development
Navigation_8_2021_hubspot implementation

HubSpot Training & Implementation

HubSpot Training & Implementation
Navigation_8_2021_virtual selling

Virtual Sales
Training

Virtual Sales <br>Training
Navigation_8_2021_swell - paid ads

Paid Search & Social Services

Paid Search & Social Services
Become a Certified Coach
Become a Certified Coach
Close
Conversion Rate Optimization

HubSpot Website Redesign Improves UX, Increases Conversions

By Vin Gaeta

HubSpot Website Redesign Improves UX, Increases Conversions Blog Feature

The Closet Works Inc. is a custom closet and organization solution company servicing the greater Philadelphia area. 

While their team had no issue delivering value to their clients with their top-of-the-line, custom solutions, their website was still failing to engage website visitors and convert them into leads. It was time for a website redesign.

The Challenge

Closet Works initially reached out to IMPACT in 2015 as they were ready to give their website a much-needed face lift using the HubSpot Website Platform.

That original design focused primarily on the products Closet Works offered and had numerous sections to guide the user through their journey -- but something felt off.

Overall website traffic and leads increased from their original design, but the site still didn’t feel “sticky” enough.

Users wouldn’t spend time browsing the company’s products, or reading and engaging with their content. A typical user would land on the site, browse aimlessly for a few minutes, and leave.

We knew something had to change.   

The Solution

Over the last two years, we made several iterative updates to the Closet Works website based on user data. The original goal was to improve the metrics on the website, but collectively we soon realized the site needed a full refresh.

In 2017, we began updating the overall design of the website and released new templates to help improve the user experience.  

We selected larger, brighter imagery, while also maximizing white space to allow the content to breathe, emphasize the products, and ultimately, guide the user through the website more naturally.

In addition to these changes, the color palette was shifted to appeal to a more feminine persona. This was in contrast to the previous strategy of seeking to attract a broader, more nebulous audience.

Homepage

On the homepage, we focused on creating a fluid user experience that would carry through the rest of the website.

new-closet-works-homepage.gif

The new design followed a single-column style, with client testimonial videos being a focal point. The addition of top, middle, and bottom-of-the-funnel offers aimed to attract and convert website visitors, regardless of where they stood in the funnel.

It was then collectively determined the other main areas of focus should be the showroom and the blog.

Showroom

The previous Closet Works' showroom felt clunky and cumbersome -- it needed its own redesign.

walkin-closet-showroom.gif

With the new Showroom, we focused on bigger, more vibrant images of each product. To complement each image, we also added a dedicated area for a brief description, as well as HubSpot CTAs to ensure the user always had a next step for their journey.

The addition of a larger social proof area was the final addition that gave the user everything they might need on the single page.

Blog

The blog underwent a much larger redesign, focusing  on readability and subscriber generation.

hubspot-website-redesign-3.png

We leveraged our Blog Optimization Package to ensure an optimized and readable experience for the users.

Because the original blog was built on the HubSpot Website Platform, we were able to easily go back and review the historical data to help see what the previous performance was, and make strategic improvements.

We also used Closet Works’ top-performing whitepaper as a “lead magnet” offer to entice blog subscriptions.

Style Quiz

To help generate more qualified leads, we knew there needed to be an engaging top-of-the-funnel offer that we could promote.

We created a Style Quiz to allow users to answer a few questions and see exactly what style system they should go with.

closet-works-style-quiz-website-redesign.gif

Once the user completes the quiz by entering their name and email in a HubSpot form, they’re given the style that best matches their taste.

Additionally, the information is logged as part of their lead's contact record in HubSpot. Closet Works could then segment those contacts (HubSpot smart lists) and implement campaigns (HubSpot email marketing) aligned with the interests of their new leads.

The Results

Since launching the new design in March 2017 we have seen promising increases across a wide range of metrics.

The Homepage

We primarily tracked HubSpot CTAs we had placed on the homepage, based on heatmap data from the previous iteration.

The data showed us that many people weren’t scrolling passed the first two to three sections of the page, so the decision was made to add an attractive top-of-the-funnel offer after the social proof section.

Before the redesign, we saw a Click-Through Rate (CTR) of .27%. After the redesign, the CTR jumped to .64% -- a .37% increase.

We also saw an increase in time on-page compared to the previous year. 

hubspot-website-redesign-results.png

The Showroom

Because the showroom is the cornerstone of the Closet Works website, we focused the redesign of these pages on driving conversions.

The focus metric here was also CTR. However, since most of the calls-to-action lead to a consultation request (their bottom-of-the-funnel offer), it was even more important.

For tracking metrics, we looked at their most popular product - custom walk-in closets.

The original design was generating a .18% CTR. After redesigning with the user in mind, adding bigger, more vibrant imagery, and streamlining the experience, we saw the CTR on the walk-in closet showroom page jump to .33%.

Screen Shot 2017-07-26 at 8.13.57 AM.png

The Blog

We saw the best results from the blog redesign.

Looking at the same time range of the original design (December 1, 2015 - July 20, 2016), the blog generated 2,203 views and 124 email subscribers.

After the redesign, however, we saw a tremendous jump in stats. Blog views grew to 13,359 -- a 490% increase -- and email subscribers increased to 626, a 404% increase.

The below is a snapshot of July 2017’s blog traffic compared to July 2016’s traffic -- a 396.35% increase in overall traffic.

blog-website-redesign-traffic-increase.png

Style Quiz

The last piece of the puzzle was the Style Quiz, which was built using HubSpot Website Platform pages.

The intent was to create an offer that would draw a lot of attention from the audience, help to generate new contacts, and get some style information about the users.

Since the quiz launched in March, we’ve seen over 9,418 views, 4,225 submissions, and 1,472 new contacts. The client was extremely pleased with the results, and we were even able to attribute two new customers to the style quiz.

style-quiz-results-hubspot-website-redesign.png

Featured Image created with Placeit.net.

Topics:

Conversion Rate Optimization
HubSpot
Case Studies
Website Design
Published on July 26, 2017

Recent Articles

ICYMI: Digital marketing news update for June 7, 2021

By Liz Moorehead on June 7, 2021
6 min read

ICYMI: Digital marketing news update for May 24, 2021

By Liz Moorehead on May 24, 2021
6 min read

ICYMI: Digital marketing news update for May 17, 2021

By Liz Moorehead on May 17, 2021
5 min read

ICYMI: Digital marketing news update for May 10, 2021

By Liz Moorehead on May 10, 2021
6 min read

88 compelling words and phrases to prompt website visitors into action [Infographic]

By Kaitlyn Petro on April 24, 2021
3 min read

14 tips for optimizing your business blog articles for conversions

By Kevin Phillips on April 12, 2021
10 min read

Should you still gate your content in 2021?

By Liz Moorehead on April 8, 2021
7 min read

What is conversion rate optimization? (definition, examples, and tips)

By Jolie Higazi on March 31, 2021
12 min read

What is a good average landing page conversion rate? (updated for 2021)

By Christine Austin on March 12, 2021
10 min read

5 effective strategies for decreasing bounce rates on a blog article

By Kevin Phillips on August 25, 2020
8 min read

The Selling 7: 5 best landing page video examples (updated for 2020)

By Zach Basner on August 18, 2020
7 min read

7 savvy tips to boost conversions in your retail e-commerce store

By Pratik Dholakiya on July 17, 2020
6 min read

6 most common lead generation website problems (and how to fix them)

By Jen Barrell on January 28, 2020
8 min read

Facebook ads help: Why are my ads not converting?

By Rachel Palmateer on January 20, 2020
5 min read

11 best examples of lead generation website designs

By Justine Timoteo Thomas on January 20, 2020
9 min read

New study reveals which Google My Business features boost conversions

By Jenna Ott on November 4, 2019
4 min read

"Reducing Time To First Purchase Ft. Jason Resnick" (Inbound Success Ep. 99)

By Kathleen Booth on July 15, 2019
29 min read

"How to 10X Landing Page and CTA Conversion Rates Ft. Shai Schechter of RightMessage" (Inbound Success Ep. 98)

By Kathleen Booth on July 8, 2019
25 min read

"How Audience Research Helped Rev.com Triple Landing Page Conversion Rates Ft. Barron Caster" (Inbound Success Ep. 94)

By Kathleen Booth on June 10, 2019
26 min read

What is Post-Click Optimization (& 5 Things Your Strategy Needs in 2019)

By Tyson Quick on April 25, 2019
9 min read

"How DigitalMarketer Increased Conversions With Freemium Ft. Justin Rondeau" (Inbound Success Ep. 86)

By Kathleen Booth on April 15, 2019
31 min read

What's Changed With Social Proof in 2019?

By Ben Johnson on March 29, 2019
4 min read

The Future of Internet Passwords & What "WebAuthn" Means For Businesses

By Tom DiScipio on March 6, 2019
3 min read

How IMPACT Increased 75+ Article CTRs by 20,000 Using ClickFlow

By Christine Austin on February 25, 2019
4 min read

What Really Converts? The Data Behind Landing Page Success [Infographic]

By Dan Tighe on August 25, 2018
2 min read