Category: Editor’s Pick

Editor's Pick

How to Audit and Clone Your HubSpot Workflows

Over the past year, HubSpot has made substantial updates to their workflows. The latest update extends to their contact workflows, creating a consistent, powerful workflows tool throughout your portal. You can learn more about it here.

But this announcement, while exciting, requires some homework on your end. That’s because workflows (contact workflows; others have already been slowly moved over) built on the old system will be disabled on January 8th, 2021. HubSpot plans to automatically migrate your old workflows to their new system but can’t guarantee that all your specific workflows will make it over.

Here is specific advice from HubSpot on reviewing and cloning your workflows for the new engine:

Cloning Contact Workflows

“If you have an old contact workflow that is already turned off, you will no longer be able to turn it back on. Clone the workflow to continue using that automation.

If you have an old contact workflow that is on, but does not have any enrolled contacts, turn it off and clone the workflow to continue using that automation.

If your old contact workflow has contacts actively enrolled, we recommend you follow these instructions to safely clone your workflow:

  • Clone the old workflow and save it with a new name.
  • Revise the old workflow to trigger manually so your current contacts can continue without interruption.
  • Enable your new cloned workflow; do not enroll existing contacts.
  • Delete the old workflow when there are no longer any active contacts enrolled.”

-HubSpot team

Auditing Current Workflows

With this announcement, it may be a smart idea to review your other workflows to make sure they’re actively being used. Here are some suggestions on reviewing your workflows:

Export Them to a Google or Excel Spreadsheet

You have to see all your workflows in one place. Doing it in Excel or Google lets you make notes, highlight, or mark off the ones you’ve reviewed so you don’t get overwhelmed (which can happen if you have a lot!)

Make a “Clean Up” Column in Your Spreadsheet

With these columns, you can mark what workflows need to be looked at. You can also make filters or labels such as Active, Unused, and Unnecessary.

Get Buy-in From Your Team

Before you deem anything unnecessary or unused, get with your team to try and figure out who made it, why it was made, whether or not it needs to go or if you can make adjustments to make it successful once again.

Delete the Unnecessary Ones

It’s scary, but if you haven’t used a workflow for more than six months and no one in your organization needs it, then it’s safe to delete it. Your portal will be easier to go through if you only have what you need! If you do think you’ll use any workflow again, mark them as inactive.

Organize Your Remaining Workflows

When going through your workflows, pay special attention to your naming convention. Is it standard or out of control? If it’s the second, gather your team to create a naming convention that works for everyone. Try to include a persona, a topic, and a goal. Whatever you land on, it needs to make sense throughout your company, so everyone’s on the same page!

Rejoice – You Have a Clean Portal with Workflows on a New Engine!

HubSpot workflows are a critical component of your sales and marketing, which is why it’s essential to audit them regularly. Not to mention, you may need to consider HubSpot is deleting old contact workflows come January 8th! If you need help with anything, or want advice on your workflows, drop us a line.

Editor's Pick

16 KPIs to Measure Chatbot Effectiveness

According to industry research, 85% of customer interaction will be handled without human agents by 2021 — which, if you haven’t noticed, is next month. Crazy, we know!

One of the most widely used tools to enable this kind of customer service is the chatbot. We’ve all likely seen and used one, but how many of those experiences were good? What about your chatbot? How would you rate it on a scale of 1-10? How do you even know where to begin? Are you tired of questions?

If you are a chatbot user or considering adding on to your marketing stack, there are specific KPIs you can look at to measure your chatbot effectiveness. Here are our picks from some of the most important metrics to examine if you plan on regularly utilizing a chatbot to supplement your customer support efforts.

Total Number of Users

This KPI represents the total number of users (new, returning, engaged) who have used or are using your chatbot. Typically, if this number is low, there may be something off with your chatbot. It could be anything from page positioning to the number of pages to how slow it loads.

Engaged Users

Engaged users are significant because they represent people who have repeated sessions in a short period – daily or weekly, for instance. If you use a chatbot internally or have one set up to answer simple demo or billing questions, you want this number to be higher.

New Users

Equally important is the amount of new users your chatbot receives. The more new users you engage with can be an indication that your chatbot is popular.

Chat Volume or Sessions

Chat volume refers to the number of sessions or successful conversations your chatbot has over a given time. You can set the time period yourself. Monitoring this KPI shows an adoption rate over some time, and if it’s low, you may want to reexamine parts of your bot.

Conversation Duration

Your conversation duration may depend on what your chatbot’s intention is. For example, if you have a chatbot to guide someone to a demo request quickly, a short duration is good. It shows your chatbot understands what was needed. A chatbot that’s programmed to handle support questions related to your products or services may have a longer average duration.

Average Daily Sessions

This one is pretty self-explanatory. It merely tells you how often users (new, returning, or engaged) are starting a conversation with your chatbot each day. You ideally want a good number of daily sessions to show your chatbot’s effectiveness.

Total Conversations

Total conversations are the number of conversations your chatbot can handle in a day. As you grow your user base, this number will grow as well. If they don’t go up in tandem, this could be a sign that something is off somewhere.

Completion Rate

The completion rate of your chatbot refers to the success rate of a defined action your chatbot performs. If it’s to guide people to your services page and it does that, it’s completed its goal. If it’s set up to handle simple customer support questions and free up a support agent’s time, it’s also achieved its goal. Again, the higher the rate, the better here.

Bounce Rate

Like a bounce rate on your website, this metric shows how many people entered your site without using your chatbot or seeing it. In this scenario, the higher the percentage, the worse!

Fallback Rate

If your fallback rate is skyrocketing, then you need to restructure your chatbot. That’s because a fallback is defined as the number of times your chatbot cannot understand what the user needs and can’t complete the task or redirect properly.

Activation Rate

Have you ever interacted with a chatbot, finished your initial conversation, only to keep going because the bot engaged you with a new prompt? Then you contributed to its activation rate – or the metric that shows the number of users who engage in more tasks.

Chatbot Response Time

This shows how quickly your chatbot can start responding to your user. When your response time starts to slow, it’s an indication something could be wrong with the backend.

Human vs. Chatbot Interaction

A chatbot can’t answer all questions, and your bot should be able to pick up on that. The human vs. chatbot interaction rate will show you how efficiently your chatbot is routing conversations to a human agent.

Ticket Deflection Rate

If you’re using your chatbot to reduce your customer support agents’ workload, then look closely at ticket deflection rates. This shows the average number of tickets your team has had overtime due to your chatbot.

Most Frequently Asked Questions

You can dig into your chatbot’s metrics to see which questions are being asked and what paths are being taken most frequently. Data like this can show whether your chatbot is set up to answer your customer or prospects’ concerns or if you need to make some tweaks.

Customer Satisfaction Rate

Some chatbots end with a simple question: “How would you rate your service today?” Collecting this information results in a customer satisfaction rate or how happy your users are with your chatbot’s abilities. Lower rates indicate a misstep somewhere in the chatbot experience. You can follow up with a simple, “Why?” to discover the reason.

Chat With Us

Chatbots are extremely popular in today’s marketing landscape, but they’re relatively new in the grand scheme of things. Determining your chatbot’s effectiveness means looking at a score of KPIs, including the ones we outlined. But these are just a sample of what metrics to measure. To go over more, or for a fuller description of individual KPIs, feel free to reach out.

Editor's Pick

ICP vs. Buyer Personas- Why Both are Important for…

Ideal client profiles. Buyer personas. If you’re in marketing, you’ve heard both terms. You know they sound similar, and you recognize they’re both critical to your marketing strategy. But they are indeed different, and understanding the two’s subtleties can accelerate your account-based marketing growth.

What is an Ideal Client Profile?

An ideal client profile, or ICP, is the “perfect” customer for your organization’s solution. It’s not necessarily one person, but rather, a semi-fictitious company that embodies all the qualities that you believe make them a good fit for your services. For instance, do you enjoy diving headfirst into a complex challenge? If so, a business with pressing, unique challenges may be a part of your ICP.

ICPs help you develop target accounts based on specific characteristics (like the made-up scenario above), so you can focus on actual, individual companies in your marketing campaigns. That is, in essence, ABM, after all!

The characteristics that help carve out an ICP can include:

  • Budget
  • Company size
  • Industry
  • Geography
  • Legality
  • Service limitations
  • Their customer bases
  • Their annual revenue
  • Their technology stacks
  • And more

What is a Buyer Persona?

Like an ICP, a buyer persona is another semi-fictional representation. Yet, instead of a company, a buyer persona is a generalized representation of your customer(s) that account for personal demographics, career goals, motivators, needs, and challenges they’re facing in their roles and companies. If an ICP is a target account, then a buyer persona would be a target audience member.

You create buyer personas based on real research and interviews with your current customers. The characteristics you should look for to develop a buyer persona are:

  • Age
  • Income
  • Education
  • Hobbies or interests
  • Home and work location
  • Job title and function
  • Challenges at work
  • Frustrations and successes at work
  • Decision-making status
  • And more

How Do They Correlate?

ICPs and buyer personas are linked, and having both in place can help flesh out the other and move your ABM campaigns forward. You’ll want to ensure your ICP informs your marketing and sales teams on the accounts they should be targeting. Your buyer personas should advise you on the type of individuals that they’re creating content for – whether they work in one of your target accounts or not. By doing this, you can also help your sales team better prospect and prepare for consultations and demos.

Your ICP can also help your sales executives initially qualify leads. With a type of account they should focus on, they’ll know not to waste their time on an organization that’s too small or too big or another precipitating factor.  You can then look at your buyer personas to see if there is an individual within your ICP that you should sell or market to. An ICP is vital for company and customer happiness – but an actual person within a business will eventually sign off on buying your service!

Other Notes

It’s always important to remember that neither your ICP nor your buyer personas are set in stone. They’ll grow alongside you, and it’s frankly best to revisit them from time to time. You may discover that a piece of your ICP no longer makes sense and uncover a new target account that has a buyer persona you’ve actively been creating material for. Or, you may discover that your buyer personas are too broad and could use some optimizing. No matter the case, always make an effort to revise because when you have solid ICP and buyer personas in hand, you can narrow down exact accounts and wow specific users with great content and more.

Need help building out either? We’re here! Reach out for a consultation.

Editor's Pick

5 Ways to Leverage HubSpot with the Wix app

Looking to align your Wix site data with HubSpot better? With the HubSpot + Wix integration from SyncSmart, you can. The app allows users to get the critical data they need from Wix form submissions to elevate their HubSpot sales and marketing efforts by tapping into the automation platform’s tools. How? By allowing you to better market to leads through list segmentation, eliminating manual work, and using HubSpot reporting tools.

Here’s a more in-depth look at the ways you can leverage the app.

Better Lead Nurturing

When a contact fills out a form on your Wix site, that information automatically syncs to HubSpot. Examples of field mappings that sync over include first name, last name, city, zip, country, phone number, and email address. You can even segment by drilling down to the contact source: the Wix integration.

With this form submission data, you can segment your email lists and market to relevant users with relevant content. For example, depending on what form they submitted their information to, you can build a list and only send bottom-of-the-funnel content.  In fact, you can get creative with it and create as many lists as you need within your HubSpot portal!

Build Out More Targeted Content

After digging into the form submission data from Wix, you’ll likely form a better understanding of who’s visiting your site. When you know more about your audience, you can craft content that they’ll enjoy instead of writing generic copy or material. Then you can include these pieces into your segmented email marketing campaigns.

Tap into HubSpot’s Capabilities

As noted, every time a Wix contact is created or updated, it will sync automatically to HubSpot contacts. The integration matches by email address. If the contact is new, the integration will create it for you based on the address entered in the form. This event will be logged onto their timeline. Then, that contact and their form data will be in your HubSpot portal for good, and everything moving forward with that contact will be automatically updated. You can track their lifecycle stage, what interactions they’ve had with your company, and more. All this data can be pulled into your sales pipeline or marketing dashboards so you can keep a pulse on what’s happening with these contacts.

Build Workflows

If you’re tired of manually hunting down contacts from your Wix site and enrolling them into HubSpot workflows, you’re about to sigh from relief. HubSpot’s automation capabilities allow you to enter your Wix contacts into HubSpot workflows based on the form they filled out.  So, if someone fills out a blog subscription form on your Wix site, you can use the enrollment trigger to start a workflow that will send them new articles based on your publishing cadence. You can use this enrollment trigger for all kinds of lead nurturing campaigns tied back to your Wix forms. As we mentioned before, get creative!

Optimize Efforts Through Reporting

After downloading the app, the HubSpot tracking code will be installed on every page of your Wix site – meaning you can monitor form data, website traffic, and analytics in HubSpot. You can utilize the reporting tools to build a dashboard to see the health of your Wix site. If a form isn’t getting enough submissions, you can see that and make adjustments. Likewise, if a page has a high bounce rate, you’ll be able to see information like that to optimize your Wix site for a higher impact. Whatever you need to monitor, you’ll be able to!

Work with a Partner

If you’ve downloaded the Wix app and need help brainstorming through any of these ideas, or coming up with new ones, reach out. If you haven’t downloaded it yet, you can here

Editor's Pick

How to Tell if Your Website is ADA Compliant

In 1990, the American with Disabilities Act was put into law to protect people who require physical accommodations in indoor and outdoor facilities. When it first passed, websites were a new phenomenon, and no one considered the possibility of digital assets needing to be accessible.

However, there have been multiple cases of companies’ websites being considered not accessible in recent years. This has brought the idea of an ADA compliant website to the forefront. But there are no real federal regulations on the books, begging the questions: How do you know if your website is ADA compliant? What can you do about it?

Keep reading for some history and general guidelines. Please note, we are not authorized to provide legal advice, and we are not attorneys. If you have any questions regarding anything we outline below, please consider contacting legal counsel.

How Can the ADA Apply to Websites?

An ADA law may require an entrance and exit ramp or a certain number of elevators in a building. That is clearly defined in the act. A website with hard to see colors and fonts can discriminate against those with visual impairments or those with no option to read text aloud. As noted, there are no federal guidelines for website compliance under the ADA. Yet, recent lawsuits have concluded websites are considered “public accommodations” covered by Title III of the ADA and, therefore, must be accessible. So, like a public building needing a ramp, a website needs to be publicly available as well — it’s just a highly different approach.

The Department of Justice (DOJ) has contemplated adopting a new rule to outline how private companies’ websites can comply with the ADA. But in 2017, the department decided to halt its proposed rule-making activity. Although the DOJ failed to issue guidance on website accessibility requirements, the World Wide Web Consortium has published coding standards for accessibility, the Web Content Accessibility Guidelines often referred to as WCAG 2.1 AA or simply, WCAG. The WCAG highlights different criteria for making websites more accessible to people with disabilities, including captions for audio content and using high-contrast color schemes, or ones that consider color-blindness.

It’s important to note that legal repercussions shouldn’t be the only reason to consider making your site accessible. It can help expand your user base by opening it up to more people, and site functionality that’s good for accessibility generally triggers higher SEO and code quality.

How Do You Make Your Site ADA Compliant?

Your website should comply within reasonable standards of the WCAG to be considered ADA-compliant and potentially avoid a “demand letter” (or a complaint that comes with penalties). You can do things, both on the backend and frontend, to make your site and its content accommodating to more people. Again, we are not substitutes for real legal advice, but we recommend*:

  • Getting your developer or development team involved. They can check on your website’s more technical, structural components like ARIA labels, navigation, head sequencing, and more.
  • Provide text alternatives for non-text content, like images, so people with visual impairments can better understand the graphic. While it may seem simple, alt-text can become nuanced, so we further recommend referring to a web accessibility tutorial.
  • Offer alternatives for time-based media, such as audio or video. This can include captions for pre-recorded audio or live audio.
  • Test your site’s colors with a tool that assesses the color contrast ratio of text on backgrounds. This is important for visual impairments.
  • Make sure content is readable and the foreground contrasts sufficiently with the background.
  • Avoid referencing the visual presentation of your site as best as you can by eliminating copy with commands like “click the green button” or
  • Ensure audio can be paused, stopped, or volume-changed for hearing impairments.
  • Ensure your copy is both readable in size and content (i.e., accessible to most reading levels or plain language). This is an important component to remember because accessibility is not just related to design and development. A lot has to do with your writing and content – making accessibility an ongoing project.
  • Don’t use any functionality, like flashing animation that could cause a seizure.
  • Make all your functionality available from a keyboard. This is important for people who may have motor disabilities and can’t rely on a mouse as much. Try doing some tasks on your site with just your keyboard, and ask yourself if your site layout makes sense still if you removed all the graphic or visual content?
  • Be sure all interactive elements include distinct focus states, so keyboard users can tell where they are on the page
  • Always help users navigate, find content, and determine where they are through purposeful links, a sitemap, clear headings and labels, and visual indications.
  • Don’t add any unpredictable functionality to your web pages, like automatic form submissions, opening tabs in new windows, or switching focus abruptly throughout the page.

*These are a few examples of what can be done to ensure your website is accommodating. Continue reading to see how we can further assist. 

How We Can Help

Though we’ve mentioned we’re not legal representation, we can still help because we understand the importance of ADA compliance in websites. We also know it’s a lot to check on and implement, so we offer quarterly audits to look for ADA compliance issues and provide solutions to resolve them. As the head of our web services puts it:

“Our clients increasingly see ADA compliance not only as a legal requirement but also as an extension of the user experience that supports a strong brand expression on the web. This can be a tricky task – but we’ve sought to simplify this for our clients. Revising your site is just the beginning – from a legal standpoint, we recommend our clients actively audit their site just as they would audit for SEO issues.” – Samantha Winski, Optimization Director, Lynton

By regularly checking to see if your site complies with general guidelines, you’ll be able to provide a good experience for everyone who visits your website – regardless of who they are. As suggested, it shouldn’t just be a legal concern, but a desire to support everyone’s needs as they interact with your brand. Reach out to discuss more.

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