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

Last updated: February 12, 2018

Available For:

Product: HubSpot Marketing
Subscription: Professional & Enterprise

A Call-to-Action (CTA) is a button or link that you place 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 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.


Read the following steps to learn how to create a smart CTA.

Navigate to Calls-to-Action

From the dashboard, 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 that appears below 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, then 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.

View the smart CTA rules

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

The smart CTA rules and content will be listed in the same order they were originally created. If a visitor meets the criteria of multiple rules, they will see the smart content for the smart CTA that was created first. 

Analyze the performance of your new smart CTA

Click Actions > View details to see the performance of your smart CTA. You can also click directly on the Name of the smart CTA to access this information.

You can 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. You can also view the overall performance of your smart CTA button group.

You can also see the performance of each CTA broken down by the COS content that it lives on by clicking the down arrow

Enterprise customers can also run an A/B variation test. To learn how to create an A/B variation test, follow this guide.

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