Case Study: HubSpot Academy achieves 10% signup uplift with Hotjar Polls

How HubSpot Academy used Hotjar Polls to boost signups by 10%

HubSpot Academy, the global leader in inbound marketing and sales education (about 10k signups/month), faced a conversion challenge on its two-step certification signup flow. Although the pages were converting at roughly 9% from visit to registration, expanding to new languages and an increasingly dated, cluttered design created messaging confusion and form friction—especially for jobseekers or users without a company—which was driving visitors to abandon the registration page.

The team added a Hotjar exit‑intent poll to ask departing visitors why they were leaving, uncovering unclear value propositions and a registration form that assumed all users had company details. Quick fixes to page copy, a prominent “benefits of certification” section, clearer certification expectations, and an “I don’t have a company” form option were implemented, then rolled into a redesigned page and A/B tested. The changes delivered a 10% uplift in conversions on the English page and were extended to other languages, with the Hotjar poll enabling fast, low-friction insights and decisions.

HubSpot Academy

Eric Peters

Senior Growth Marketer