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Case Study

Paper increases web conversion rate by 15% using HubSpot CMS Hub with a dynamic resource center

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15% increase in conversion rates

Increased scalability


Three month timeline

How a solid user-experience strategy can increase your conversion rates


The Client


Paper is an online tutoring SaaS company that partners with US school districts to provide unlimited access to trained tutors at no cost to students, families, or teachers. Their SaaS platform boasts unlimited, on-demand, one-to-one academic support and tutoring across 200+ subjects, 24/7.

The Problem

  • Abundance of helpful content but low conversion rates.
  • Lack of personalized content - the problem was not the content itself but in how it was delivered.
  • User experience concerns - Paper's all-in-one resource module made it unclear to the end user which content was designed for them.
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The Solution

  •  The project started with gaining an understanding of Paper's target personas.
  • Created wireframes to demonstrate and map out the end-user experience.
  • Utilized Custom Objects to allow Paper to collect data using contact records. 
  • Developed a new dynamic resource module that would display specific content to end-users based on their personas.
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The Outcome

After implementing the new wireframes, content map, and resource module, Paper’s conversion rate shot up to 20%, an increase of 15% since implementation. This represented a significant boost in lead gen for the organization and demonstrated the effectiveness of their content.

Furthermore, Paper now has a highly functional resource module that they can add to as they please without worrying about overwhelming complexity or misalignment. They can also collect and manage user data much more easily, enabling them to scale this aspect of their marketing program as much as they need.
Increased Conversion Rates
This project drove an increase in conversion rates by 15%.
Increased Scalability
Resulted in a highly functional resource module that also allows them to collect and manage user data much more easily, enabling them to scale as much as they need.
3 Month Timeline
The entire project took just three months to complete allowing Paper to quickly see results.

The Tools


Why Aptitude 8?
Companies turn to Aptitude 8 because we can offer bespoke HubSpot solutions that resolve their most pressing marketing challenges. However, they also choose us because of our ability to serve as long-term partners on many different types of technology initiatives.

Paper has been a long-time partner of Aptitude 8. We helped them build their website, optimize their content for SEO, and implement powerful forms of automation.

If you’re in search of a partner to help you get the most out of HubSpot and your other marketing technologies, contact us today to learn about our capabilities.

Want to learn more? 

About Aptitude 8

Implement. Integrate. Optimize.

Aptitude 8 is a technical consulting firm that helps companies make their business process, and the tools they use to deliver it, a competitive advantage. In today's business environment, the experience your customers have when buying from you is just as important as what you're selling. We build it better.


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