HubSpot’s Workflow Conversion Reporting: From Guesswork to Guided Decisions

Imagine a busy marketing team struggling to track the performance of their email campaigns manually. Without clear insights, they often guess which steps are causing leads to drop off and where they're succeeding.?

Now, fast forward to a scenario where this same team has HubSpot's updated workflow editor at their disposal. This tool not only automates repetitive tasks but also provides a live, visual representation of how each component of their workflow is performing. This upgrade marks a shift from reactive adjustments based on hunches to proactive, data-driven decision-making that enhances efficiency and boosts outcomes.

With HubSpot's enhanced workflow editor, teams no longer sift through spreadsheets or compile reports from various tools. They can immediately see key performance indicators like total enrollments, completion rates, and detailed metrics for each action directly within the workflow diagram.?

Let’s explore how HubSpot's latest update can transform your business operations, making your processes smoother and more effective by turning data into actionable insights.

Understanding Workflows in HubSpot

A HubSpot workflow is a set of automated actions triggered based on specific criteria. These actions include sending emails, updating contact properties, or assigning tasks. Workflows are used across various HubSpot tools, such as Marketing Hub, Sales Hub, and Service Hub, to automate repetitive tasks and ensure processes run smoothly without manual intervention.

Workflows Conversion Reporting: New Update

The workflow editor in HubSpot has been upgraded to display aggregate conversion and performance data. This data is visualized directly within each workflow’s diagram, making it easy to view and analyze it directly from the workflow interface.

Why is it important??

This update provides valuable insights into workflow performance, enabling users to see the effectiveness of their automation efforts in real time. Understanding these metrics helps refine automation strategies, ultimately leading to improved business outcomes through more effective automation.?

It helps to display the following points:?

• Total Enrollment Count: Tracks the number of entries into the workflow.
• Percentage of Enrollments Reaching Each Endpoint: Measures the effectiveness of the workflow in moving enrollments to completion.
• Branch Action Performance: This shows the percentage of enrollments that proceed along each workflow path with branching actions.
• Unenrollment Metrics: Lists the number of unenrollments triggered by each specific action within the workflow.

This enhanced functionality is designed to make it easier for users to directly measure and understand the impact of their workflows, facilitating better decision-making and optimization of automation processes.

How to Access the Aggregate Performance Tracking in HubSpot Workflows

This update to HubSpot introduces a comprehensive method to track and analyze the performance of your workflows. Using the aggregate performance tracking feature, you can gain insights into the effectiveness of each section and optimize your automation strategies to enhance business outcomes. Here’s how to leverage this feature effectively:

I. Enabling Aggregate Performance Tracking

• Log in to your HubSpot account and go to Automations > Workflows.
• Select the workflow you want to track.
• Click on View > Aggregate Performance at the top of the page.

• In the right panel, toggle the Start tracking performance switch to on.
• Click the X icon in the top left to exit the aggregate performance screen.

II. Reviewing Workflow Performance

Once enabled, you can review the aggregate conversion and performance data, which will help you assess the effectiveness of your workflow. Note that this data begins accumulating only after you activate the tracking feature and does not include historical data.

To check the performance:

1. Navigate to Automation> Workflows in your HubSpot account.

2. Click on the name of your workflow.

3. Select View > Aggregate Performance at the top.

4. In the aggregate performance view, observe the following metrics:

• Total enrollment count.
• Percentage of enrollments reaching each endpoint.
• For branch actions, the percentage of enrollments following each path.
• Count of un-enrollments per action.

Due to the volume of data processed, there may be a delay in reflecting changes in the aggregate performance data.

This feature is designed to enhance your ability to monitor and refine your automation strategies, improving your business operations' efficiency and effectiveness.

An Example of the Aggregate Performance Tracking

Scenario: Email Marketing Campaign to Increase Webinar Sign-Ups

Suppose you manage automated email campaigns to increase sign-ups for an upcoming webinar. Your workflow involves several emails: an initial invitation, a reminder, and a last-chance email, each designed to move leads through the funnel toward registration.

1. Tracking Enrollment and Progress

• You've enrolled 2,000 contacts into the workflow at the beginning of the month.
• Aggregate performance tracking reveals that 70% (1,400 contacts) opened the initial invitation email, but only 40% (800 contacts) clicked on the registration link provided in the email.

2. Identifying Drop-Off Points

• Upon analyzing the next step, the reminder email, you observe that only 25% of the initial enrollees (500 contacts) clicked on the new link provided, which prompts an urgent call to action to register before the deadline.
• The data shows that while the overall engagement decreased, those who clicked the link in the reminder email had a high conversion rate, with 80% (400 contacts) completing the registration.

3. Making Data-Driven Adjustments

• Given the drop-off after the initial invitation, you should consider redesigning the first email to include a more compelling call to action or more direct benefits of attending the webinar.
• To enhance the reminder email's effectiveness, you might test different subject lines or send times to increase open rates and encourage more clicks.

This example demonstrates how the aggregate performance tracking feature lets you see which parts of your workflow are effective and which are losing contacts. By understanding where the drop-offs occur and the conversion rates at various stages, you can make informed decisions to optimize each step of your workflow, ultimately improving the overall effectiveness of your marketing efforts.

Are You Using Your HubSpot at Its Full Potential?

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