How To Analyze Your Marketing In HubSpot

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What is Happening?

Step 1

Log into HubSpot and go to your Marketing Dashboard.

This displays the most top-level information,giving your team a quick glance at how your website isperforming.
Step 2

Focus on your Visit-to-Lead and Lead-to-Customer conversion rate.

Compare your marketing performance to:
  • Your previous month
  • Your three month average
  • Your goals
  • HubSpot’s Top 25% & Median
Step 3

Identify which conversion rate is seeing the most success and which you need to improve upon.

ASK YOURSELF: Has one conversion rate been on a downward trend? Is onefarther from the goals you’ve set? Is there one much further below theHubSpot median?
*If you don’t have any previous data to refer to, in general your website shouldbe converting at least 1-2% of traffic into leads.
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I need to improve my Visits-to-Lead conversion rate

Why is this Happening?

Step 1

Go to your Sources Report.

While the Dashboard gives you a high level overview, the Sources Report gives you an in-depth look at which channels are generating traffic, new contacts and customers.
  • Change the time period criteria to “All Time” or “Rolling Date Range of the past 6 months”
  • Check off “Show Visits-to-Contacts” rate
Step 2

Compare conversion rates for individual sources to your overall average. We are looking for outliers.

ASK YOURSELF: Which source(s) has a below average visit-tolead conversion rate?
WRITE DOWN: Top two sources that are generating traffic, but not converting visits into leads. Then, find that source below to learn what you can do to improve this.
*Note: If you want to improve the overall conversion rate of your website, start with Organic Traffic.

Does Organic Traffic Have a Below Average Visit-to-lead Rate?

Yes
No
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Does Social Media Have a Below Average Visit-to-lead Rate?

Yes
No
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Does Email Marketing Have a Below Average Visit-to-lead Rate?

Yes
No
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I need to improve my Lead-to-Customer conversion rate

Why is this Happening?

Step 1

Go to your Contacts and Lists tools. Evaluate the quality of your leads.

If you’re converting visitors into lead, but not converting leads into customers, it could be that you aren’t attracting the right contacts.
Step 2

Go to your Workflows tool.

ASK YOURSELF: Do you have lead nurturing workflows set up to help move your leads down the funnel? Are your workflows converting contacts to your Goal List?

Are You Generating Qualified Leads?

Yes
No

Do You Have Nurturing Campaigns?

Yes
No

Are Your Nurturing Campaigns Converting Leads Into Qualified Leads And Then Customers?

Yes
No

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