AudioGO was inspired by the everyday entrepreneur, the small business owner, or the product manager who wants to scale their service without much. Traditionally, audio advertising has only been available to big brands or businesses with large available budgets, and AudioGO is here to change that: audio advertising needs to become democratized, affordable, and with no barriers.

What it does

With AudioGO anyone can sign up on the go, get a professional audio ad created for them, and start promoting their product, business, or service in minutes through very cost-efficient, effective, and engaging audio campaigns.

How we built it

Building AudioGO has been a joyride ever since day one. While it started as a bootstrapped presence in early beta - a couple of years ago - it has come a long way to today with many integrations, automated workflows, numerous AB tests that led to better and better experience and conversion rates. Both the website and the app played a crucial role in user onboarding, education, conversion to customer, and automated communication leading to repeat buys. The website is built atop of the powerful HubSpot CMS and is tightly integrated with the product, which is a SPA built with Angular on top of a Java-based backend.

Challenges we ran into

Soon after the initial beta release, we realized that most new customers did not have professional ads readily created, since we were targeting small businesses that did not have access to audio studios. We needed to counteract soon by partnering with a scalable service that could provide audio ads round the clock at affordable rates. This is where HubSpot played an important initial role, as the original ad request was a HubSpot built form with workflows associated for ad fulfillment.

Accomplishments that we're proud of

There is literally a ton of achievements that we're proud of and that all contributed to fast(er) time to market, improved user experience, conversion rate optimization, or simply - because they are so cool. To name just a few:

User sign-up

While users can sign-up through the web app, we've realized through AB tests that including the sign-up form on-page has a positive impact on the overall conversion. We soon integrated the sign-up endpoints within the websites' pages that are built with HubSpot's powerful CMS. Then, as the user progresses through the lifecycle funnel, the web app pushes each users' status to HubSpot's CRM, through API calls, so that we can run automated user onboarding lifecycles, just as well as website content personalization. One example of content personalization based on the lifecycle stage of a visitor is the homepage's CTA, which ranges from "Get Started" for visitors, to "Create your first campaign" for users that have signed up, to "Create a new campaign" for existing customers.

HubDB Help Center and Glossary of terms

These are two powerful tools that we've built using HubSpot's HubDB, and further using the HubDB query API, and custom HubL development. This combines the ease and convenience of HubDB editing, with the power of structured data, that can instantly power up your SERP which contributes to great SEO. To spice it up a notch, both tools are used and reused throughout the website's content, blog, and even the app through contextual help items that are shown to the user whenever they need a piece of advice. To create contextual links, we developed a special HubL tag that can be used with inline content to automatically generate a link and a pop-up window showcasing that particular content without needing to change the context. Example:

{{glossary_functions.glossary('utm-parameter', 'UTM parameters')}}

In-app searchable FAQ

Also using the functionality above, we were able to include the Help Center content within the app through a minimal integration with HubSpot's HubDB API. Moreover, the integration was done via JavaScript using a 3rd party tag manager, so the app's code has not been impacted at all.

In-app Help Center Module

In-app contextual help

Similarly to the functionality above, whenever there is a specific term or scenario we have content for, we're dynamically pulling content from HubDB in the app, where users can consult our glossary or help center, contextually - through a user-friendly pop-up window that keeps the engaged with the current context, like creating a campaign.

Landing page dynamic headers

When doing PPC campaigns we know that keyword optimization is key to ads' success. This is why we've created a set of landing page templates, that are powered by a HuDB table of keywords, such that when a user lands on the page from a specific keyword that is passed in the URL, the page's content can dynamically change to better suit that user's search phrase, thus resulting in improved conversion rates and in an increased ad score.

Personalized lead forms with custom tags

Lead forms are great, and there are certain scenarios (mostly around blog posts and landing pages) where a custom form is needed to gauge the user's interest in some sort of gated content. This is why we've created an easy for editors to bring up previously created HubSpot forms within plain content like blog posts, using a HubL tag that is so easy to use:

<dynamic-form form-id="xxxx-yyyy-zzzz">Download the e-guide</dynamic-form>

This translates into a Call-to-action button that swiftly opens a popup that loads the desired form and is ready to be submitted.

Smart emails

Making use of the CRM API extensively, we get to push a lot of information about each user's in-app activity into the CRM. This is why we're able to send them contextual emails through automated workflows that are designed for user engagement and repeat buys. An example is the "Campaign ended" email workflow that prompts the user to check campaign information right in the email and gives them an easy option to run the same campaign again.

Ad experience public preview

Our users can preview their ad experience within the app. But we soon realized that certain customers needed to share the ad preview with their clients. This is when we made use of HubSpot's power and flexibility once again, to re-create the in-app preview experience to a public URL, and allowing users to share a similar ad experience with the outer world, that just looks fantastic. Not to mention that mobile usability was kept paramount.

Public preview ad experience

What we learned

In one sentence, we learned that anything is possible with a bit of imagination and a problem-solving-oriented attitude. Many times, our intention seemed complex, to say the least, just to realize minutes later that with the right mindset, there are different solutions to a problem. We also learned that time to market is key and that many times prototyping a solution to a production-level detail can help you validate a hypothesis early in the process. Another important thing to note, is that there are many solutions out there pre-built, with creative thinking one can combine the best of those to create unique value-prop that are ready to impact the users' journey, usually in good to great ways.

What's next for AudioGO

AudioGO is just starting up. Seeing that we can get a product to thousands of active users, fuels our desire to improve, to experiment, and to build new blocks on top of existing ones each and every day. In the coming weeks and months we'll be experimenting even further with onboarding personalization, more custom-tailored content, and continue to innovate.

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