The first HubSpot site in Northern Europe launched on React technology

With the launch of a new website and onboarding flow, Denmark's largest payroll solution provider, DataLøn by Visma, has set new standards for efficiency and user experience. Built on HubSpot CMS and featuring integrations such as CVR lookups, MitID validation, and direct data transfer to a custom CRM, the solution lays the foundation for future growth and innovation—a milestone already earning both conversions and praise.

Digital transformation delivers results

With a strong focus on automation and user-friendliness, DataLøn by Visma has made significant strides with their new HubSpot CMS platform and onboarding flow. The starting point was a need to simplify a complex sign-up process and create a solution that combines high flexibility with precise data integration.

Leveraging React technology and integrations like CVR lookups, MitID validation, and direct data transfer to a custom Microsoft Dynamics CRM, both customers and the sales team can now navigate the onboarding process effortlessly. The tailored setup enables DataLøn to manage customer data more intelligently, reduce manual workflows, and ensure a more efficient sales pipeline.

The onboarding flow sets new standards for the digital user experience

To ensure a seamless and intuitive sign-up process for DataLøn by Visma, a new onboarding flow has been developed, combining efficiency and flexibility. Designed with the customer experience at its core, the flow features tools such as a progress bar, providing users with a clear overview of the process.

The flow also manages essential steps, including account and registration number input as well as MitID verification, while company details are automatically retrieved via the CVR system. This ensures that company information is verified with high security. All data is transferred directly to DataLøn's custom CRM, enabling the sales team to monitor real-time activity and maintain a clear view of the pipeline and deals. This has significantly reduced time-consuming internal workflows.

Built using React technology and HubSpot modules, the solution empowers internal teams to easily adjust fields, map data, and build integrations without relying on external developers. This tailored setup allows DataLøn to adapt the flow to future needs, making the onboarding of new customers faster and more efficient.

The final stage of the flow is built on a HubSpot form, ensuring that new customers get the best possible start with DataLøn. The form includes fields that support onboarding and equip customers with the knowledge they need to get up and running smoothly.

As the first company in Northern Europe to launch a site built on HubSpot React CMS, DataLøn has created a foundation that breaks free from template limitations and enables the development of a fully customized solution tailored to their needs. This has not only enhanced the customer experience but also set a new benchmark for flexibility, marketing, reporting, and forecasting.

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When we decided to migrate our website to HubSpot CMS, we were looking for a partner with solid experience in HubSpot. We found that – and much more – with MCB, an agency that not only specializes in HubSpot CMS but also excels in everything else HubSpot has to offer.

It has been a pleasure working with Martin and Dennis, who are not only experts but also ensure that we can grow into experts ourselves in our daily work with HubSpot.

Martin and Dennis consistently found solutions to our challenges during the migration process and helped us develop a future-proof onboarding flow. This flow allows us to make adjustments and improvements on our own without requiring coding skills, while also enabling us to A/B test our hypotheses for continuous optimization.

NANNA FLORANG

Marketing Tech Consultant at DataLøn by Visma

From fragmented systems to a unified platform

DataLøn by Visma faced several challenges that made it necessary to rethink their approach. The old CMS was outdated and no longer maintained, which limited both functionality and scalability. At the same time, the company’s data and systems were scattered across multiple platforms, making administration and processes unnecessarily complex.

When Visma, the parent company, chose HubSpot as their official web partner, it became a natural decision to migrate DataLøn’s setup to the same platform. HubSpot offered the opportunity to integrate sales, CRM, CMS, and automation into one unified system, creating a strong foundation for both optimization and growth. With HubSpot, DataLøn gains a unified platform where all systems communicate seamlessly—from customer information to internal workflows.

During the migration from the old CMS to HubSpot CMS, it quickly became evident that an experienced partner was required. With a range of custom modules and over 400 pages on an Episerver site that needed to be transferred without manual copy-pasting, MCB was selected as the partner. MCB not only provided a technical solution that enabled the entire website to be transferred via the HubSpot CMS API but also developed custom modules built on React technology to meet DataLøn’s unique needs.

Beyond the technical solution, MCB has trained DataLøn’s team to use HubSpot CMS and its new features. Through ongoing consultation, the company has gained the necessary tools to independently manage and further develop the platform.

Greater transparency and increased efficiency

DataLøn's new onboarding flow has already delivered noticeable results.

The enhanced transparency makes it possible to identify where users might drop off, enabling targeted efforts to ensure more users complete the flow. The goal is to minimize drop-offs and maximize conversions. The focus is therefore on ensuring that customers who start the flow also finish it, while simultaneously inspiring more customers to begin the process.

There is a clear expectation that the flow will boost the conversion rate. The solution is designed for continuous improvements, allowing for maximized efficiency and even better results over time.

From implementation to operational use – the next phase

Following the successful implementation of HubSpot, DataLøn by Visma is now focused on optimizing the platform's day-to-day use. With all systems consolidated in one place, teams can work efficiently and benefit from features like A/B testing and data-driven pages.

The next step in the process is to introduce a sales flow based on the same technical setup as the onboarding flow. Here, sales representatives can manually initiate the flow, for example, with leads from HubSpot or via a phone call. This enables them to guide customers through the process while maintaining high security, including MitID verification.

Who is DataLøn by Visma?

DataLøn by Visma is part of the Visma Group, renowned for delivering essential software solutions for business operations, such as payroll and financial systems. DataLøn operates as a separate entity within the group, focusing on providing payroll solutions to small and medium-sized enterprises in Denmark.

With over 500,000 Danes receiving their salaries through the system every month, DataLøn is Denmark’s largest payroll solution provider. The company’s primary customer base consists of businesses with 0-4 employees, though the solution can handle up to 100 employees.

DataLøn also encompasses ProLøn, which specializes in industry-specific solutions for professions like hairdressers, bakers, and members of trade associations. This flexibility makes DataLøn a preferred partner for businesses with both standard and customized needs.

Operating exclusively in Denmark, the company has established itself as a benchmark for payroll administration in small and medium-sized enterprises through its broad customer base and innovative solutions.