Choice Architecture

Build a Website on HubSpot Using Choice Architecture

HubSpot’s CMS offers flexible tools for web design, content creation, and analytics, allowing you to easily implement choice architecture principles. Let’s go through each principle with specific tips for building a website on HubSpot.

1. Simplify Choices with Clear Navigation

Too many choices can overwhelm users, leading to decision fatigue and potentially causing them to leave the site. Keep your navigation streamlined and focused, making it easy for visitors to find what they’re looking for.

HubSpot Tips:

• Use the HubSpot Menu Builder: Create a simple navigation menu with primary categories and minimal submenus.
• Implement Search Filters: Use HubSpot’s search and filtering tools to allow users to find relevant content quickly.
• Design a User-Friendly Homepage: Place key services or product categories front and center to reduce the need for extensive searching.

Example: Limit the number of primary navigation items to 5–6, and focus on guiding users to your most popular or high-conversion pages.

2. Use Defaults to Guide User Behavior

Setting up defaults helps steer users toward desirable actions. For example, making an email subscription checkbox selected by default encourages users to opt in without requiring additional effort.

HubSpot Tips:

• Set CTA Defaults: Use HubSpot’s CTAs to pre-select options that guide users toward favorable actions, such as a "Request a Demo" button.
• Create Pre-Filled Forms: If a user has interacted with your brand before, use smart fields in HubSpot forms to pre-populate information, reducing friction in the conversion process.
• Use HubSpot’s Personalization Tokens: Personalize the website experience based on user behavior, such as showing them relevant product categories by default.

Example: If a visitor has already engaged with educational resources on your site, present them with a demo or consultation option next, defaulting to the next logical step in their journey.

3. Frame Information to Emphasize Value

How you present information can significantly impact user perception. Framing involves emphasizing key benefits, using positive language, and visually highlighting important elements.

HubSpot Tips:

• Leverage HubSpot’s Drag-and-Drop Editor: Use the editor to place key information, like pricing or benefits, in prominent positions on your page.
• Add Testimonials and Social Proof: Use HubSpot’s modules to display testimonials, reviews, or client logos, helping to build trust and reinforce the value of your offerings.
• Implement Smart Content for Personalized Framing: HubSpot’s smart content tool enables you to show targeted messaging to different user segments, framing your offerings in a way that resonates with specific audiences.

Example: Use smart content to present different value propositions to new versus returning visitors, such as focusing on pricing for new visitors and personalized recommendations for returning users.

4. Break Down Complex Actions with Micro-Interactions

Complex actions, like filling out lengthy forms, can deter users. Break down these actions into small steps or "micro-interactions" to guide users through the process smoothly.

HubSpot Tips:

• Use Multi-Step Forms: HubSpot’s form builder allows you to create multi-step forms, which can help reduce perceived effort by presenting questions one at a time.
• Design Step-by-Step Conversion Paths: Guide users through the conversion process with HubSpot’s workflows, nurturing them with emails and reminders if they don’t complete the process in one go.
• Utilize Pop-Up Forms and Slide-Ins: HubSpot’s pop-up forms can capture leads at the right moment without interrupting their experience.

Example: Instead of a lengthy demo request form, break it into two steps—first asking for basic contact information, then requesting additional details.

5. Encourage Progress with Clear CTAs and Visual Cues

People are more likely to engage when they know they’re making progress. Use visual indicators and CTAs to guide them along the desired path.

HubSpot Tips:

• Add Progress Bars in Forms: Show a progress bar in multi-step forms to keep users motivated and informed about their position in the process.
• Use Breadcrumbs for Navigation: HubSpot’s page design tools allow you to add breadcrumbs, which help users understand where they are and encourage them to keep exploring.
• Optimize CTAs Based on User Actions: Customize CTAs based on where users are in their journey. For instance, a first-time visitor may see “Learn More,” while a returning visitor sees “Get a Quote.”

Example: Place progress indicators at the top of multi-step forms or a series of steps in the onboarding process, showing users how far they’ve come and encouraging them to continue.

6. Leverage Analytics to Refine Your Choice Architecture

Choice architecture is an iterative process, requiring adjustments based on user behavior. HubSpot’s analytics provide insights into how users are interacting with your site and where they may be dropping off.

HubSpot Tips:

• Use Heatmaps to Analyze User Behavior: HubSpot integrates with tools like Hotjar to provide heatmaps, helping you understand where users click, scroll, and spend the most time.
• Analyze Conversion Paths: HubSpot’s analytics tools allow you to track the most common paths users take through your website, highlighting opportunities to improve their journey.
• Run A/B Tests on Key Pages: Use HubSpot’s A/B testing to experiment with different layouts, CTAs, and framing strategies, continuously refining your choice architecture.

Example: If a CTA is underperforming, test alternate language or colors to improve engagement, then use analytics to confirm which version yields better results.

Conclusion

Building a website with effective choice architecture on HubSpot allows you to create a seamless, user-centric experience that guides visitors toward meaningful actions. By simplifying choices, using defaults, framing information, and encouraging progress, you can significantly enhance user engagement and conversion rates. HubSpot’s powerful CMS tools make it easy to implement and refine these strategies, setting your website up as a growth engine for your business.

Choice architecture is not just about design; it’s about understanding human behavior and creating a journey that feels intuitive and rewarding for users. Start applying these principles to your HubSpot website and watch your engagement and conversion metrics rise!