HubSpot Knowledge Base

A/B test your calls-to-action (CTAs)

Written by HubSpot Support | Nov 7, 2018 5:00:00 AM

You can run an A/B test with multiple variants of your CTA to help measure the effectiveness of different designs and text.

Please note: each CTA has a limit of 50 variations for multivariate testing.

  • In your HubSpot account, navigate to Marketing > Lead Capture > CTAs.
  • Hover over the CTA you want to create a multivariate test for and click the Actions dropdown menu, then select Create multivariate test. 

Please note: when running an A/B test, it is recommended to only change one variable between versions so that you can more easily determine which factor caused more visitors to click on the CTA.

  • Click Next.
  • Set up your CTA options. 
  • Click Finish or Add another variation if you want to test more than two versions of this CTA.
  • You will now see the original CTA labeled as a Multivariate on the dashboard. Hover over the CTA and click Preview to view all variations of this CTA.

Measure the results of your A/B test

You can view the results of your test on the CTA's details screen.

  • In your HubSpot account, navigate to Marketing > Lead Capture > CTAs.
  • Hover over the multivariate CTA and click the Actions dropdown menu, then select View details.
  • Once you have gathered enough results to achieve statistical significance in your A/B test, you will see a banner alert at the top of the details screen. If a winning variant has been identified, click Only show this version so only the best performing variant will display. 
  • If your test is still running, you can track the performance of each variant over time.
    • Click the Show dropdown menu to filter your chart visualization by clicks, views, or submissions.
    • Use the Date Range dropdown menu to analyze the CTAs performance across a specific time range. 
  • Below the chart visualization, view a count of total clicks, views, and submissions over the specified time range. 
  • At the bottom of the details screen, view a breakdown of each variant's performance. To sort your data by a specific metric, click on that column heading. Click a content type in the top-right corner to see a detailed breakdown of that variation's performance by specific content types.  

If you want 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 Finish.
  • To completely delete the variation, click Delete. Then click Finish.
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