How you can A/B test your Call-to-Action (CTA) in HubSpot

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.