Create a Likert-scale lead magnet with HubSpot workflows

Generating ultra-qualified contacts with a Likert scale questionnaire

A questionnaire has always been a powerful conversion medium, gamifying the completion experience with the user. The automated Likert scale approach innovates this format, the quality and volume of data collected becomes phenomenal.

Likert scale: the opportunity marketers need to seize on HubSpot

What is a Likert scale

Also nicknamed "attitude scale" or "satisfaction scale", this methodology owes its name to a famous American sociologist: Rensis Likert. He developed this approach in 1930, with the aim of analyzing questionnaire responses more precisely. Questionnaires have always been a powerful conversion medium, enabling the user to gamify the completion experience. The automated Likert scale approach innovates this format, the quality and volume of data collected becomes phenomenal. 

A Likert scale offers a set of response options, numerical or verbal. Together, these cover a range of opinions on a specific theme. This series of questions is always employed with closed questions, i.e. the response choice is predetermined.

Each Likert scale is structured with five or seven response options. Together, these cover the entire spectrum of opinions. Moving from one extreme to another, not forgetting a moderate or neutral option. When it comes to measuring opinion, perception or behavior, this mechanic is a reliable tool.

Why include it in your marketing acquisition strategy?

For your company, using a Likert scale offers several benefits:

• Get nuanced and accurate opinions
• Optimize surgically the understanding of feedback
• Easily identify areas for improvement in a product or service

Often used to measure customer and user satisfaction, it's possible to adapt this format to turn it into a marketing acquisition asset. The key is to start from a strong issue, encountered on a daily basis by your priority business target.

Example of an HR business issue: my employees and teams lack efficiency, our internal functioning is not optimized.

This unexpected challenge can slow down your target audience's day-to-day activities, complicate the achievement of a business objective and generate a great deal of frustration. Opposite this perilous situation are your company's services and products. You're convinced that you can solve their problem, only your target audience still has a long way to go to get to the bottom of it.

The priority is to accompany this prospect in his education, so that he can identify you as the ideal ally in solving his problems. Proposing an assessment of his situation, then suggesting the levers to activate to help him, is a powerful way of positioning your services and products.

The priority is to help this prospect educate himself, so that he can identify you as the ideal ally in resolving his problems.

Example of a Likert scale for this business issue: HR Diagnosis: how can you become more efficient at work?

This type of lead magnet is like an astonishment report giving the right reading keys when faced with a challenge. Combining this content with consistent marketing automation delivers a memorable conversion experience. Workflow, follow-up email and CRM connection... let's see how we go about creating your own conversion asset.

Two challenges to building a marketing Likert scale

First of all, we've identified the methodological and tooling challenges we're facing:

1. How to adapt the Likert format into a coherent lead magnet
.
2. How to use HubSpot CRM to render personalized results?

Some research and solid monitoring later, enabled us to list our certainties in order to overcome them:

• A Likert scale is a questionnaire, each answer to a question can be saved in a contact property in HubSpot. This is a native feature of the CRM platform.
• When a contact property is added or modified in HubSpot, we can use this element as a trigger in a workflow.
• From HubSpot CRM, each contact property can be used as a customizable token, also known as a "token". These tokens are interpretable in web page URLs.
• Relying on a contact property in a landing page URL, allows it to be leveraged with code. Then render different variants to customize its content.

Thanks to this method, we're able to generate a landing page version, for each combination of contact properties identified upstream. In order to render each personalized response with an evocative design, we relied on the diagram format, conforming to each weighting calculated from the user responses. Now that the sketch of this conversion fits on paper, let's move on to its actual construction.

How to use HubSpot workflows to develop a Likert scale

To materially bring Likert scales to life, we use HubSpot's Marketing Pro Hub forms:

• Each Likert scale question is set up to become a contact property in the HubSpot portal. Allowing them to be dragged and dropped into a marketing form dedicated to the theme.
• Then a workflow whose mission is to calculate the Likert scale based on the results submitted by the user is created.
• For each question, we find the following weighting according to the user's answers:
  
  Never = 0 points
  Sometimes = 1 point
  Often = 2 points
  Very often = 3 points
• Always for each question, a "dimension" is attached according to the theme evoked. Here's a concrete example for our Likert scale "HR Diagnosis: how can you become more effective at work?"
  
  1. Conflict management :
  appears 4 times in this diagnosis, maximum score of 12 pts.
  
  2. Cooperation :
  appears 3 times in this diagnosis, maximum score 9 pts.
  
  3. Work organization :
  appears 4 times in this diagnosis, maximum score 12 pts.
  
  4. Innovation support :
  appears 4 times in this diagnosis, maximum score 12 pts.
  
  5. Psychological support :
  appears 3 times in this diagnosis, maximum score 9 pts.
  
  6. Communication :
  appears 3 times in this diagnosis, maximum score 9 pts.
  
  
• When the form is fully completed, then the workflow has calculated the user's score entirely, a follow-up email is sent to the lead. This automated message contains the link to the landing page URL, as well as its personalized results.

With the automation functional, all that remained was to create the design to deliver the calculated results with maximum clarity. Our choice fell on a radar chart, the subtleties of which we reveal below.

Customize a radar chart in your HubSpot tracking emails

In order to render responses with excellent readability, we opt for a radar-shaped visual. This type of graphic is ideal for showing multiple data values and the variation between them.

This allows us to translate each Likert scale dimension into a branch from this graph. In our example "HR Diagnosis: how can you become more efficient at work?", this radar is made up of 6 branches. Each branch contains a score ranging from 0 to 9 or 12 points, depending on the user's answers. Let's take a look at how we innovated this automated deliverable.

For the visual aspect of the radar chart, we relied on the Chart.js Javascript library and its Radar Chart. This draws the chart according to the HubSpot contact property values. Then our web design department takes care of customizing the graphic identity according to the company's web style guide.

Once this design layer has been provided, HubSpot software allows us to implement Likert scale logic outside the code. In this way, each diagram value is saved within a contact property. Thanks to the HubSpot API, we can call up and interact with this data. This enables us to render these metrics visually via a web module, such as a landing page developed on the HubSpot CMS. Finally, all this logic is automated thanks to the workflow functionality.

Our bonus tip? Consider integrating a block dedicated to inbound blog articles that you recommend to the user based on their results. A great way to deliver your high value-added content, directly addressing the business issues identified in the questionnaire responses. Since this conversion is directly linked to the HubSpot CRM, you'll be able to identify in real time the content your lead is consulting. This is a goldmine for anticipating future sales contacts.

Now that your user has converted, it's the start of a healthy marketing relationship with them. You can continue to nurture him based on his results, enrolling him in a lead nurturing workflow. Or turn the completion of this form into a positive attribute to flesh out your lead scoring. Which path to automation marketing will you choose? Our experts are here to guide you.