Growth-Driven Design Case Study: Avanan

With the goal of evolving its digital presence to match organizational growth and targets, Avanan decided to transition its website to the HubSpot CMS while retaining Salesforce as its primary CRM.

Having completed their migration to the HubSpot CMS in early 2021, it quickly became clear that if the Avanan site were to hit the conversion targets that had been set — and their Salesforce instance were to function in the way that the organization’s accelerated growth trajectory demanded — there was significant work to be done on several key fronts.

The Salesforce <> HubSpot integration and sync needed to perform perfectly and provide clear sight lines into Attribution and Revenue reporting.

In addition to dynamic Salesforce reporting, the Avanan team recognized that their current reporting underutilized HubSpot’s extensive Marketing and Sales Funnel Attribution capabilities.

For its HubSpot and Salesforce instances, data hygiene — ranging from naming conventions to duplicate records — needed to be audited and updated, including implementation of new systems.

As for the site itself, despite steady multi-channel growth, conversion rates for the homepage and other key site pages were not meeting monthly targets for driving new trials and demos.

After consulting with Mole Street, Avanan decided to kick off what would become an 11-month engagement working with the Technical HubSpot Consulting and Growth-Driven Design teams.

To start the engagement, Mole Street completed a comprehensive audit of Avanan’s HubSpot portal and graded it against several critical factors, including total utilization, “data hygiene,” and overall portal health.

Once completed, the audit served as both the roadmap and gap analysis for Mole Street’s recommendations. Once reviewed, approved, and prioritized based on the needs of Avanan’s Marketing and Sales teams, work started with the highest priority item: the Salesforce to HubSpot integration.

For the Growth-Driven Design program, Mole Street began by redesigning the homepage based on Avanan’s existing brand guidelines and visual themes. As part of this process, the homepage was optimized for all aspects of performance, including UX/UI, conversion rates, and page speed.

Several discovery sessions resulted in alignment on the homepage's strategic vision and tactical goals which flowed into the wireframes, design, development, and QA process.

Once launched, Mole Street began to track and test the performance of the newly redesigned page against the established goals and benchmarks. As work on the homepage concluded, we collaborated to determine which additional site pages could provide the most value if given the same visual and conversion-minded refreshes.

Integration: Salesforce / HubSpot Enterprise Suite

Starting with the Salesforce integration, the efforts of the consulting team resulted in an immediate increase in visibility into attribution and revenue reporting, which historically had been messy, disjointed, and unreliable.

Building off the foundational CRM work needed to see the Salesforce integration running smoothly, the team turned its focus to leveraging HubSpot’s multi-touch marketing attribution and revenue reporting capabilities.

As design and development progressed, the Growth-Driven Design and HubSpot Consulting teams worked collaboratively to map and implement the reporting infrastructure needed to capture all available attribution and reporting data across both HubSpot and Google Analytics.

Mole Street worked within UX and CRO best practices when developing the homepage. Attention was paid equally to on-page conversion opportunities (e.g. CTAs) as well as overall behavior flow, secondary page paths, and historically relevant conversion paths.

“Pricing” and “Demo” pages were among those that benefited the most from this highly targeted approach. Both pages were recognized as two top performers for driving demos and trials.

Using the formula established during the homepage sprint, the Mole Street team systematically applied updates and reporting enhancements across 15 additional site pages and templates.

64%

The “Pricing” page has experienced a 64% increase in sessions from the homepage (YOY)

74%

The “Demo” page a 74% increase in sessions from the homepage (YOY)