How to Perform a B2B Website & CRM Experience Audit | RevOps Framework - Class 4.2

Summary

The presenter demonstrates how to audit a B2B website and CRM experience by following real user journeys—from website forms and follow-up emails to records in HubSpot. The goal is to understand both how the experience feels to a user and what happens to their information behind the scenes. Auditors should document their findings first, then use them alongside other research to shape a broader RevOps strategy.

Audit the front-end experience

Start with prominent website conversion points, such as a Contact Us form. Experience each page as a first-time visitor and consider:

• Is the form clear, concise, and quick to load?
• Is it obvious what information is expected and what will happen next?
• Are any restrictions or required fields likely to prevent someone from submitting?

Question the reasons behind form rules. For example, RevPartners forms reject personal email addresses. Consider whether this is appropriate for each use case—especially softer conversions, such as PDF downloads, where someone might be researching independently or between roles.

Review the number and types of fields:

• Required fields increase the effort a user must make.
• Dropdowns can be easier to complete and more consistent to report on than open-ended text fields.
• Standardized options support segmentation and reporting. Free-text answers can be vague, overly detailed, or difficult to categorize.
• Consider mobile usability: long written responses can be especially burdensome on a phone.
• Open-ended fields can be useful for giving users space to add context. Consider whether the question is clear and whether the field needs to be required.

Check that the landing page sets accurate expectations about the content or offer. Users should be able to make an informed decision before sharing their contact details; pages should not mislead or “clickbait” them.

Test every branch of a conversion journey

Submit a test form and examine what happens next. For example, a form may offer an immediate scheduling option rather than requiring the user to wait for a response.

Look for repetitive data entry across steps. In the Contact Us journey, the scheduling step asked for a website URL that had already been entered. Repeated fields can cause fatigue and frustration; note whether information should carry over or be removed.

Test all available paths, not just the initial form:

• Submit the first step but do not schedule.
• Submit the first step and schedule immediately.
• Follow up later, such as scheduling after a subsequent email.
• Stop partway through a flow and observe what happens next.

Allow time for follow-up messages and sales outreach to arrive. Assess their timing, appearance, wording, personalization, and cadence. Check whether a nurture sequence eventually starts or the conversation simply stops.

For a soft conversion, such as downloading a PDF, check whether:

• The download is available immediately.
• A copy or link also arrives by email.
• The email provides a useful next step.
• A nurture sequence or other follow-up is triggered.

Use clearly labeled test records

Make test submissions easy for colleagues to recognize:

• Use a test email address where possible.
• Include “test” in the name or another suitable field.
• Keep the record clearly labeled as a test throughout the audit.

This helps prevent unnecessary sales follow-up and makes test data easier to identify and clean up later. Be careful when testing: subsequent submissions may overwrite or change contact details, so verify that the record remains clearly marked.

Audit the CRM and operational follow-through

In HubSpot, inspect the submitted record and verify:

• Which form fields were captured.
• Whether written responses were saved as expected.
• What tracking information, such as UTM data, came through.
• Which properties changed and whether those changes were intentional.
• Whether the contact’s lead status or other operational properties were updated.
• Whether the contact was enrolled in a sequence or workflow.

Open sequences and workflows to understand what should happen, but also check the messages that actually arrive in the user’s inbox. The intended setup and the lived experience may differ.

Compare the expected next step with what occurred. In the PDF-download example, the user received the asset on the web page and by email, but the presenter found no nurture-sequence enrollment in HubSpot. This was flagged as a possible missed follow-up opportunity requiring further review.

Document findings before making changes

Keep notes on friction, unclear questions, restrictions, repeated information, unexpected CRM updates, and missing or confusing follow-up.

Do not immediately fix every issue discovered. Except for urgent failures—such as a form with no submit button or a workflow that has accidentally been turned off—document findings and wait.

Evaluate audit findings alongside the go-to-market survey and revenue mapping before changing systems. A workflow that appears broken or unnecessary might be removed once the broader strategy is clear.

A comprehensive audit takes time. Let emails and outreach run on their intended schedules, and test different paths over several days rather than trying to finish everything in one sitting.

Speakers and sources featured

• Speaker: One presenter/instructor; their name is not stated in the subtitles.
• Sources and systems referenced: The RevPartners website and its forms, HubSpot CRM, form-submission records, automated email and sales sequences, workflows, and the downloadable revenue performance model ebook.