How to create a smart Call-to-Action (CTA)

Last updated: March 7, 2018

Available For:

Marketing: Pro, Enterprise
Sales: N/A
Service: N/A

A call-to-action (CTA) is a button or link on your website to drive prospective customers to convert to leads through landing page forms.

Smart CTAs allow you to display a different button to different types of visitors based on the data stored in their HubSpot contact record. Smart CTAs are available to Marketing Professional and Enterprise customers only.

Types of smart CTA rules

Any of the following can be used to configure your CTA smart rules:
  • Contact's list membership: Select one or multiple lists.
  • Contact's lifecycle stage: Select one or multiple lifecycle stages.
  • Visitor's device type: Select from mobile, tablet, or desktop.
  • Visitor's country: Select one or multiple countries.
  • Referring source of visit: Select a referring source of the first website visit.
  • Visitor's preferred language: Select one or multiple languages.

Navigate to Calls-to-Action

In your HubSpot account, navigate to Content > Calls-to-Action.

Create a smart CTA

Find the CTA you want to use in the CTA dashboard. This CTA will be the default content that a visitor sees. To configure a smart CTA, select ActionsCreate smart version.

Which type of smart CTA do you want to create?

In the sidebar window, select the type of smart rule you'd like to create. Use the dropdown menu to configure your smart CTA rules, then click Next.

Edit your smart CTA content

In the Design window, customize the CTA content that you want to show contacts based on the smart rules you just put in place. Once you've finished your design, click Next to configure your smart CTA Options.

When you're finished with your smart CTA, click Save. Select Finish or Add another smart version if you wish to create an additional smart version of this CTA using a new set of criteria. If you have at least two smart rules and you would like to reorder them, click Reorder rules.

View the smart CTA rules

In the CTA dashboard, click ActionsEdit to view and edit any versions of the smart CTA in the right sidebar editor. In this screen, hover your mouse next to any smart version and EditClone, or Delete it.


Analyze the performance of your new smart CTA

In your CTA dashbaord, click Actions > View details to see the performance of your smart CTA. Alternatively, click the name of the smart CTA to access this information.

You'll see the number of views and clicks on each CTA as well as the various metrics percentages and the number of submissions the CTA led to. Additionally, you'll see the overall performance of your smart CTA button group.

The performance of each CTA will also be shown, broken down by the content it lives on by clicking the down arrow

Marketing Enterprise users can also run an A/B variation test. Learn more in this guide.

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