The Challenge

HubSpot's homepage needed to better communicate its value propositions to diverse audiences while improving conversion rates. The existing design lacked visual hierarchy and failed to guide users effectively through the product ecosystem, resulting in lower engagement and unclear next steps for potential customers.

• Inconsistent messaging across product tiers

• Complex navigation is overwhelming users

• Low click-through rates on key CTAs

• Poor mobile experience is impacting 40% of traffic

The Solution

A data-driven redesign focused on hierarchy, clarity, and conversion optimization through iterative testing and refinement.

• Simplified navigation with clear user paths

• Component-based design system for consistency

• Mobile-first responsive framework

• A/B tested layouts validated with real user data

Key Deliverables

Design Solutions

Homepage Hero

Redesigned the hero section to immediately communicate HubSpot's core value proposition. The new design features a clear headline hierarchy, compelling product imagery, and prominent CTAs that guide users toward conversion.

The hero was optimized through 12 rounds of A/B testing, ultimately achieving a 34% increase in click-through rate compared to the previous design.

Key Improvements

• Simplified messaging hierarchy

• Dynamic product visuals

• Dual CTA strategy tested

• Mobile-optimized layout

• Reduced cognitive load

Before & After

Three-Card Value Proposition

Designed a three-card module that breaks down HubSpot's platform into digestible value propositions. Each card uses visual storytelling, clear hierarchy, and strategic CTA placement to guide users deeper into the product ecosystem.

This component became a reusable pattern across the marketing site, maintaining consistency while allowing for contextual customization.

Design Principles

• Scannable content structure

• Contextual product imagery

• Consistent CTA patterns

• Responsive grid system

• 28% conversion increase

Before & After

Feature Showcase Module

Created alternating left-right image-text layouts that maintain visual interest while presenting complex product features. The asymmetric rhythm prevents monotony and creates natural reading flow.

Each module includes strategic white space, progressive disclosure patterns, and secondary CTAs that allow users to explore at their own pace.

Notable Features

• Asymmetric layouts

• Progressive disclosure

• Contextual animations

• Flexible content grid

• Cross-browser tested

Before & After