A call-to-action (CTA) is an engaging button or link that you place on your website to drive prospective customers to convert to leads through landing page forms. There are many different types of CTAs. They range from offering a free download to linking to a document to enticing you to fill out a form.
There are many ways to analyze the results of your CTAs. You can:
- create an A/B test (available for Enterprise customers only, read this guide to learn how)
- see the number of clicks and views of your CTA
- see the percentage of views that lead to clicks
- see the percentage of clicks that lead to landing page form submissions
Read the following steps to learn how to analyze your CTA results.
1. Go to Content > Calls-to-Action
From the dashboard, navigate to Content > Calls-to-Action.
2. Analyze results on the dashboard
The CTA dashboard provides you with metrics on your CTA button's performance.
On the toolbar you'll find:
- Status: The activity level of a CTA. The bright green circle means that the CTA is live and indicates how many pages the CTA is on. The faded green circle means that there are no recent views. The grey circle means that there is no data available for this CTA yet.
- CTA: The name and a visual preview of what each CTA looks like, so that you can easily distinguish among your other CTAs.
- Updated: The date that the CTA was last modified.
- Views: The number of times your CTA has been seen by visitors.
- Views -> Clicks -The percentage of views that lead to clicks of your CTA.
- Clicks -The number of clicks the CTA has received.
- Clicks -> Submissions -The percentage of CTA clicks that lead to form submissions on the associated landing page.
- Submissions - The number of form submissions on the associated landing page that were completed after the CTA was clicked on.
You can sort your filtered views by clicking on the headers of the CTA, Updated, Views, Clicks, or Submission columns. While all metrics are useful, Views -> Clicks metric is usually the main gauge as to the effectiveness of your CTA at generating traffic to your landing page.
3. See information about individual pages
You can see what HubSpot COS hosted content your CTAs are embedded on by clicking on the icons depicted below:
- 1. Pages - includes both Site Pages and Landing Pages
- 2. Landing pages
- 3. Emails
- 4. Blog posts
After clicking one of these icons, you'll be able to see all the content of that type that features this CTA.
4. Chart CTA performance
You can chart the performance of any CTA or set of CTAs for the selected time period, by clicking the graph icon below the CTA name.
You can toggle which metric is used on your chart, by selecting an option from the dropdown. In the example below, click through rates are compared for CTAs to "Join the Beta program" and "Complete Beta Survey"
5. Display in-depth analytics
You can click on the Details link to display the full analytics for a particular CTA.
Click the + icon to see the CTA's metrics broken down by the URLs the CTA has had views on.
Understanding the performance of CTAs on different areas of the website proves critical for increasing click through and submission rates. It is possible that a CTA has a stellar performance on one page but doesn’t do well on another page. Being able to understand what pages work with what CTAs give marketers the insight to understand what drives conversions. Please note that the in depth look at a CTA's performance is not affected by the timeframe on the main CTA dashboard.
How to tell if your CTA is performing well
To see how well your CTA is performing, take a look at the metrics on the CTA dashboard. The following are specific aspects to look at.
Views > Clicks
View the percentage here to see how many people who viewed the CTA actually clicked on it. In the example below, you can see that the view to click rate is high for the second CTA. For 71,140 views the CTA has received, it has gotten 3837 clicks. That means that 5.39% of the people that viewed the CTA clicked to get the ebook offer. You may want to benchmark this click through rate against other CTAs and/or the historical performance of your CTAs. If your CTA has a higher click-through-rate than your other CTAs, you will want to assess the reason behind the CTA's success.
You will want to determine whether it was the design of the CTA, the placement, the offer itself, or a combination of all of these factors that helped contribute to the CTA's success. Comparing performance of the same CTA on different pages and placements can help determine which factors are leading to a CTAs success. You can use A/B testing (Enterprise only) to further analyze the cause of a particular CTAs success.
Clicks > Submissions
View the percentage here to see how many people who clicked on the CTA actually submitted a form upon clicking the CTA. In the example below, you can see that the click to submission rate is high for the second CTA. For the 80 clicks the CTA has received, it has gotten 49 form submissions. That means that 61.25% of the people that clicked the CTA submitted a form. Once again, you will want analyze this CTA in comparison to your historical performance, and try to identify what lead to its success.