What? There was a gap between traffic growth and conversion rate — while traffic to the Forecast website grew, the number of conversions did not. This suggested that more meaningful CTAs needed to be added around the site.
Why? By updating all the existing pages to the new custom template and modules, the team can now make large and small changes more easily, without the need for a developer. They can test the impact of those changes using A/B testing tools in HubSpot, and ultimately improve their CTA conversion rate, generating more leads and sales.