Dynamic Marketing-Optimised Websites? Welcome to HubSpot COS

Ever wished you could change the content of your website depending on the person viewing it? Different text and images for different audiences – what kind of effect would that have on your conversions? Welcome to the new HubSpot Content Optimisation System (COS), a framework on which to build complete marketing-optimised websites. 

Unveiled earlier this week at Inbound2013, the annual HubSpot conference, the world of Inbound Marketing is abuzz with talk of this revolutionary new platform that blends together website creation, content management, a comprehensive blogging platform and landing page integration. 

As an Inbound Marketing agency and certified HubSpot partner, we’d like to give you an introduction to HubSpot COS by looking at some key features:

Responsive, mobile-optimised design as standard

With more than 60% of adults connecting to the internet on mobile devices, according to a recent survey from Pew, responsive design (click here to read more on the subject) has never been so important. Every aspect of COS has been designed with this in mind. The built-in Content Management System (CMS), blogging platform, landing page creator and email system all take into account responsive design straight out the box.

The COS built-in blog editor offers a mobile (responsive) preview.

Complete marketing integration

Every marketing tool contained within COS is linked either to the built-in contact list manager or a supported third-party Customer Relationship Management (CRM) application such as Salesforce. 

For example, if a new lead is captured whose email address corresponds to a LinkedIn profile, that will automatically show up in your contact database. The content they view and resources they download will also be logged against their name, allowing you to show them different content throughout your COS website the next time they visit.

Personalised, “smart” content

HubSpot introduced smart lists and smart Call-to-Actions (read What the Heck are Smart CTAs?) with the release of HubSpot 3, its flagship Inbound Marketing platform. In COS, the concept is further built upon.

Before, only CTAs and form fields could be cycled depending on the visitor and what they’d seen before. Now, personalisation is possible across web pages, landing pages and blogs.

Dynamic COS content is linked to the contact list or CRM application.

Fast load times and secure content delivery

All websites built on COS are hosted on HubSpot secure servers, ensuring fast load times and encrypted content delivery. A slow page load time can result in higher bounce rates (the time visitors spend on a website) and is even thought to affect search engine crawling and optimisation.

We’ll be covering more on website optimisation, including the impact COS will have on the industry and the services we offer, next week. Subscribe to email notifications (top right) or follow us on Facebook, Twitter, LinkedIn, Google+ or Pinterest.