In Nov, HubSpot formed a new growth team. This team was just Alex Cook for a while and more recently in Jan he teamed up with one of HubSpot's top engineers, @tpetr.
One of Alex's favorite pieces of advice to new growth teams is from Andy Johns (@ibringtraffic):
"Find an easy win, that’s non-controversial, that adds loads of value"
Alex took Andy's advice and pushed what was a really simple change that ended up having a big impact: a 15% lift on our trial landing pages. This change ended up being rolled out company wide and they are seeing similar lifts across the rest of their funnel.
Alex didn't write the above blog post, but he might put together something more detailed soon. For now, he's happy to answer questions here on GrowthHackers.
One thing to clarify. The original test added a 14.75% lift to overall submissions and a 21.3% to new customer rate (basically, new leads submitted at a rate above 14.75%).