# Lead Capture Setup [Image] This experience sits at a moment where speed matters. People are trying to shape a landing page that’s already in motion, making small but important changes without losing momentum. For the business, this kind of setup work supports faster campaign launches and keeps teams inside the product instead of reaching for workarounds. We tested HubSpot’s lead capture landing page editor by asking participants to imagine creating or refining an event landing page. They were asked to locate and use common editing actions, like removing a section, rearranging content, and adjusting a countdown timer. Usability, effort, and intent metrics were used to understand how easily people could find controls, how much strain the experience created, and whether they felt comfortable continuing their work. This type of testing helps surface where confidence forms and where it briefly breaks down during setup. These moments matter because small pauses can slow decisions, especially when teams are working under deadlines. Understanding how people move, hesitate, and commit in this flow gives designers and product leaders clearer signals about where the experience supports momentum and where it quietly asks users to think a little harder than they want to. * * * ## **User Needs & Business Goals** This experience balances speed and control by letting users make meaningful page changes while staying oriented and confident. Users want to adjust sections and settings without fear of breaking anything, while the business aims to support faster launch cycles and consistent lead capture outcomes. **Audience** This concept was tested with marketers and growth-focused professionals, primarily based in the United States, who regularly work with landing pages. Participants reviewed HubSpot’s landing page editor and were asked to imagine creating or refining a live event page by locating and using common editing actions like removing sections, rearranging content, and adjusting settings. **User Needs** In this moment, users are focused on making practical changes quickly, without second-guessing where controls live or what impact their actions will have. - The experience should feel easy to move through, with controls that behave the way users expect **(intuitive).** - The experience should make common editing actions simple to complete without extra steps **(usable).** - The experience should help users quickly locate the right control when they have a specific task in mind **(findable).** - The experience should feel dependable, so users trust that changes will apply as intended **(reliable).** - The experience should reinforce that the tool is built for real-world marketing workflows, not edge cases **(useful).** Together, these needs support a sense of steady progress, where users can make decisions and keep moving without unnecessary friction. **Business Goals** From a business perspective, this concept supports outcomes tied to adoption, efficiency, and long-term product trust. - **Increase Editor Adoption** – Encourage more teams to actively use the landing page editor rather than relying on workarounds. - **Reduce Time to Publish** – Help users make changes quickly so pages can go live sooner. - **Strengthen Product Confidence** – Reinforce trust that HubSpot can handle real marketing tasks without complexity. - **Improve Retention for Core Users** – Keep marketers engaged by supporting repeat, everyday editing needs. - **Support Scalable Content Creation** – Enable teams to manage and update multiple pages without added support cost. Together, these goals help the business grow usage and loyalty while giving users a tool that fits naturally into their day-to-day work. * * * ## **Choose Metrics to Test Your Lead Capture Setup** This concept focuses on a lead capture setup experience where people are editing a landing page that already exists. A design stack of UX metrics was selected by mapping core user needs to observable signals in the editor. The metrics used in this test were Usability, Effort, and Intent. **Usable → Usability**
 In this moment, users are trying to complete common editing tasks without friction or second-guessing. Usability is the right signal because it captures whether people can actually carry out actions like removing sections or rearranging content. The metric reflects how smoothly the interface supports real work once users engage with it. **Intuitive → Effort**
 Users want to feel oriented and confident, not slowed down by searching or uncertainty. Effort captures how hard people feel they have to work to find and use controls in the editor. When effort stays low, it signals that the experience aligns with user expectations, even if discovery takes a moment. **Useful → Intent**
 At the end of setup, users decide whether to keep working or move on. Intent helps reveal whether the experience feels worth continuing with or if it creates hesitation. This metric captures the handoff between understanding and commitment, showing whether the editor supports momentum beyond the initial tasks. Together, these metrics reflect how well the experience supports fast action, low strain, and confidence to keep going. * * * ## **Establish Hunches to Direct Your Testing** Starting with hunches helps teams name uncertainty before it turns into opinion. These hunches capture where confidence might break down or where momentum could stall during setup. Each one was used to shape a clear question that could be tested directly with users. **Example: HubSpot lead capture landing page setup**

Hunch

Question

UX Metric

Some editing controls may feel familiar to experienced users but hard to spot for first-time editors. If actions rely on recognition instead of visibility, new users may pause before acting.

When editing this landing page, how easy or difficult is it to find where sections can be removed or rearranged?

Usability

Key configuration settings, like the countdown timer length, may not be immediately obvious within the page layout. This could increase mental effort even if the action itself is simple.

How easy was it to locate where you could change the countdown timer settings on this page?

Effort

Users may feel more comfortable making small edits to existing content than adding or restructuring new elements. This could influence whether they choose to continue working in the editor.

After making these edits, how would you choose to continue working on this landing page?

Intent

The editor may feel efficient once users understand it, but that confidence might not be immediate. Early hesitation could affect how quickly users feel in control.

At this point in editing the page, how confident do you feel about continuing to make changes?

Effort

Together, these hunches aim to understand how clarity, confidence, and momentum form during setup, and where small moments of uncertainty can influence whether users keep moving forward or slow down. * * * ## **Turn Hunches into Test Questions** Turning hunches into concrete questions helps remove guesswork from testing. Pairing each UX metric with a specific question type makes the signals easier to interpret and repeat across similar experiences. **Usability (First-click test)**
 *Question type:* First-click test
 *Example:* Click where you would go to remove the countdown section on this landing page. **Usability (First-click test)**
 *Question type:* First-click test
 *Example:* Click where you would go to re-arrange one of the page sections further on this landing page. **Usability (First-click test)**
 *Question type:* First-click test
 *Example:* Click where you would go to change the length of the countdown timer. **Effort (Likert scale)**
 *Question type:* Likert scale (1–7)
 *Example:* On a scale from 1–7, how difficult or easy was it to find these actions on this page? **Intent (Multiple-choice)**
 *Question type:* Multiple-choice
 *Example:* How would you choose to continue editing your landing page? * * * ## **Calculate UX Metric Scores from User Feedback** This concept examined HubSpot’s lead capture landing page setup experience, focusing on how people edit and adjust an existing page. Participants were asked to find and use common editing controls while imagining real setup work. The design stack included Usability, Effort, and Intent, combining behavioral signals with attitudinal responses to understand both action and confidence. - Very Good = 90% and above - Good = 70%–89% - Average = 50%–69% - Poor = 30%–49% - Very Poor = below 30% **Usability (92% — Very Good):**
 Most participants clicked the correct controls quickly when asked to remove sections, rearrange content, or adjust settings. Where hesitation appeared, it was brief and tied to confirming location rather than confusion about what to do. This suggests the editor supports clear execution once actions are recognized. **Effort (95% — Very Good):**
 Participants reported low perceived effort when finding and using editing actions. Even when users paused to scan the interface, they did not describe the experience as mentally taxing. This indicates that the layout and control patterns align well with user expectations. **Intent (95% — Very Good):**
 After completing the tasks, most users indicated they would continue editing rather than stop or avoid further changes. This reflects a sense of confidence and safety when working within the editor. The experience supports momentum beyond the initial setup steps. [Image] Taken together, the scores point to a strong, efficient setup experience that rewards familiarity and supports steady progress. The main tension is not in execution, but in early recognition, where confidence builds quickly after a short moment of orientation. Overall, this is an experience that feels capable, reliable, and ready for real marketing work once users get moving. Click here to check out the [raw survey data and UX metric scores for Hubspot’s landing page setup.](https://my.helio.app/report/01KEJD95BJV9TY53YTC574CA07) * * * ## **Draw Signals from Your Design Stack** Here’s how signals were surfaced from HubSpot’s lead capture landing page setup test results by following five steps: **1\. Focus on poorly scoring or imbalanced metrics** [Image] The overall test score landed at 94% (Very Good). Usability and effort were the strongest signals, with most people completing tasks quickly and with little strain. The weakest area, by contrast, showed up in moments where actions depended on prior familiarity rather than visible cues.
Signal: The experience is fast and capable, but first-time clarity relies more on recognition than guidance. **2\. Identify patterns across metrics** [Image] Usability and effort reinforce each other. When people knew what they were looking for, they moved with confidence and speed. Where hesitation appeared, it wasn’t due to interaction difficulty, but interpretation. People paused briefly to confirm they were in the right place before acting. This reveals a tension between efficiency for experienced users and immediate clarity for newer ones. **3\. Determine if user needs are being met ** [Image] - Intuitive: Partially met — Most actions make sense once discovered, but not all controls are obvious at first glance. - Usable: Met — Core editing tasks are easy to complete once users engage with them. - Findable: Partially met — Common actions can be located, but sometimes require scanning or prior knowledge. - Reliable: Met — Users trust that changes will apply correctly and without surprise. - Useful: Met — The editor supports real, everyday landing page work without feeling overbuilt. **4\. Compare outcomes to business goals** - Increase Editor Adoption: Supported — High usability and low effort lower the barrier to regular use. - Reduce Time to Publish: Supported — Most users move quickly once oriented. - Strengthen Product Confidence: Partially supported — Confidence grows after first interaction rather than immediately. - Improve Retention for Core Users: Supported — The experience clearly favors repeat and experienced users. - Support Scalable Content Creation: Supported — The editor handles common changes without added complexity. **5\. Surface signals & establish a direction** Signals derived from the data: [Image] - People complete common editing tasks quickly once they know where to look. - Effort stays low, even across multiple actions in the same session. - Short pauses happen around discovery, not execution. - Familiarity noticeably improves confidence and speed. **Direction based on business context:**
 The evidence points toward an experience optimized for momentum once users are oriented. It performs best as a repeat-use tool, where speed and control matter more than step-by-step guidance. The main opportunity lies in reducing early hesitation without slowing down experienced workflows. This is a strong, efficient editing experience built for real marketing work. Its core strength is speed after recognition, with clarity being the primary point of tension for newer users.