New HubSpot website reduces Learningbank’s website management by 20 hours a month

Learningbank has been pleased with its WordPress website for many years. They chose WordPress as their Content Management System because it was fairly easy to manage and develop. As Learningbank’s business and marketing team expanded, and more people were working on the website, they ended up in a situation where the website ran off in all directions.

“We are spending a huge amount of money on directing people to our website because it is the most important touchpoint in our business. As potential customers seek information about us on the website, it has to perform 100 percent, but we had ended up with a less streamlined design than what we needed,” says John Risør Hansen, VP of Marketing, Learningbank.

“WordPress is made up of many different plugins that can affect and even destroy other elements on the website if not maintained properly. That is why we spent about 20 hours a month on updates, bugs, and various changes to the website,” he explains and continues:

“At the same time, the WordPress website became very slow and our page speed dropped. It counteracted our chances of gaining a high rank on search engines. Although we could optimize the website, there were some clear limitations - unless you choose a custom solution, which we decided shouldn’t be WordPress.”

Building blocks and split testing can boost website performance

The need for a website that performs better and is easier to work with, led John Risør Hansen and his marketing colleagues to investigate the possibilities for a new CMS.

“Because we use HubSpot as a marketing automation tool, it has always been the most obvious choice. But in my opinion, HubSpot CMS has had some limitations in the past. However, they have definitely upped their game with the new CMS Hub,” says John Risør Hansen.

“It's easy to use building blocks in the form of modules and drag and drop them onto a web page where we can customize images and videos. When we build a landing page, we no longer have to find a form elsewhere in the system, copy a script, and navigate back to paste it onto the page. Now, we can choose the form directly on the landing page,” he explains.

Another HubSpot feature that Learningbank's marketing team has benefited from is the ability to easily perform split tests on various website elements such as landing pages, call-to-actions, pop-ups, and more.

“We didn’t do split tests very often, but now we are constantly running experiments and analyzing the results. It is an important part of creating an incremental lift, where we find the small percentages in the customer journey that contribute to boosting our overall website performance. An example could be to move the conversion rate on a landing page by one percent.”