Case Study: HubSpot achieves faster, higher-converting homepage redesign with UXPin

A UXPin Case Study

How Hubspot Redesigned Their Homepage

HubSpot, whose homepage attracts over 4 million visitors monthly and serves 18,000+ companies across 90+ countries, needed a fast, strategic redesign as it expanded from a private company into a multi-product public organization. With just 1.5 months to deliver a new homepage timed to a major product launch at INBOUND, UX designer Austin Knight led a small core team (plus cross-functional collaborators) to tackle conversion issues identified in analytics and user behavior.

They followed a Lean UX approach—combining analytics, heat maps (25,000-user samples), session recordings, customer and stakeholder interviews, multivariate testing, and iterative lo‑/hi‑fi prototyping—to build a modular, accessible, personalized homepage and rigorously QA the code across devices. Launched at INBOUND, the redesign boosted engagement with CTAs and navigation, increased trial signups, made ongoing iterations easier, and reduced team stress (specific metrics withheld under NDA).

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