You can measure the effectiveness of different designs and text of your Call-to-Actions (CTA) by running an A/B test with multiple variants.
To run an A/B test for CTA
- Go to Marketing > Lead Capture > CTAs in your HubSpot account.
- Hover over the CTA name that you want to create a multivariate test for, click the dropdown Actions, and select Create multivariate test.
- In the right window, edit the CTA variant.
- Click Next.
- Set up the CTA options.
- Click Finish or you can also Add another variation if you want to test more than two versions of this CTA.
- Now the original CTA will be labeled as a Multivariate on the dashboard. Hover over the CTA name and click Preview to view all variations of this CTA.
To view the results of your A/B test
You can view the results of your test on the CTA's details screen.
- Go to Marketing > Lead Capture > CTAs in your HubSpot account.
- Hover over the CTA with a multivariate label and click the dropdown Actions and select View details.
- If the tests are running, you can track the performance of each variant over time.
- Click the dropdown Show to filter your chart visualization by clicks, views, or submissions.
- Use the dropdown Date Range to analyze the CTAs performance across a specific time range.
- Once there are enough results to gain statistical significance in your A/B test, you will see an alert at the top of the details screen. If a winning variant has been identified, click Only show this version so that only the best performing variant will display.
To manually choose a winning variation at the end of the test
- In your HubSpot account, navigate to Marketing > Lead Capture > CTAs.
- Hover over the multivariate CTA and click the Actions dropdown menu, then select Edit.
- In the right panel, hover over the variation you want to disable and click - Turn off.
- Click Close.