🙅🏽‍♀️ Don’t put this on your landing page

This week in the Inside Scoop, my colleague Curt sleuthed out the reason that HubSpot earned a spike in paid ad performance. And of course he’s got the step-by-step, so you, too, can wow your friends and regale your co-workers with this bit of conversion rate magic. 🪄

In today's email: 

• What we didn’t do to boost conversion rates by 11%
• 3 tips on using short-form videos to generate leads 
• ICYMI: How one CEO sextupled his company’s growth in under a year

🕵️ INSIDE SCOOP 

Each week, our colleague Curt del Principe gets the inside scoop on real tactics that HubSpotters use to drive real growth.

Our CRO team made a change that lifted the performance of our paid ads by almost 11% — and they didn’t have to make any deals with supernatural beings to do it.

So while I’m a little bummed that I don’t get to use my Ouija board, the good news is that you’ve already got everything you need to try this out for yourself.
In fact, this tactic is all about what you don’t include on the landing page. I chatted with our sorceress supreme of conversion rate optimization to find out what that cryptic advice actually means.

📚 WHAT WE’RE READING 

• 🦸🏼 What’s the most underrated power in the CMO toolkit?
• 📈 The evolution of search: 5 SEO trends in 2024 and 2025 [+ New Data]
• 📝 Write content that AI search engines will cite 
• 🌐 Maybe Friend wasn’t crazy for spending $1.8m on a domain after all
• 🌟 Use freebies to get more leads

✨ THIS WEEK'S MUST-READ 

Why Short-Form Video is the Future of Lead Generation 

The competition for keywords is fiercer than ever. It’s more difficult and more expensive to rank and drive traffic.

When HubSpot started growing back in the early 2000s, the core strategy for primary lead generation was organic search optimization. It worked incredibly well for HubSpot (and many other businesses), helping us grow into the company we are today.

But times have changed.

HubSpot marketing execs Kipp Bodnar and Kieran Flanagan have more, including three pro tips on how to use video for lead generation.

👀 ICYMI 

Last week, my colleague Caroline Forsey talked to Wistia CEO Chris Savage about how he sextupled — that’s 6X — his company’s growth in under a year. 👉🏾 Read “How Wistia achieved absurd growth with two-pizza teams”

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