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 their membership in your various contact lists. Smart CTAs are available to Professional and Enterprise customers only.
Common Use Cases
- Create different messages for prospects, leads and customers: Your contacts' needs change over time, and your marketing should reflect and respond to those changes. Smart CTAs allow you to design different messages based on an individual's lifecycle stage. Early-stage CTA buttons can focus on top-of-the-funnel offers, and then evolve to direct the lead to demos or sales consultations down the line.
- Tailor messages by industry, marketing persona, interest level, geography or any other contact property: At the Professional and Enterprise levels, you can assign Smart CTAs based on their inclusion in a contact list. Smart contact lists are created by using a wide range of criteria that can include any property in the contact profile. That means that if you serve multiple industries with different marketing personas, you can adapt your site to reflect what you know about each persona's specific set of interests. If you offer a special service to leads or customers in a particular geographic area, you can change your message to be specific to those contacts. If you want your most engaged customers to see different offers than others, you can make that happen too.
Read the following steps to learn how to create a smart CTA based on a contacts list.
1. Go to Content > Calls-to-Action
From the dashboard, navigate to Content > Calls-to-Action.
2. Create a smart CTA
Click on the down arrow on Create a smart CTA button and choose Create a Smart CTA.
3. Which type of smart CTA do you want to create?
In the window that pops up, click on the Contact List button to create a CTA based on a visitor's inclusion on a contact list. Then select the Create Smart CTA button to complete the process. Read this guide to learn how to create a smart CTA based on a contact's lifecycle stage.
4. Select a default smart CTA
In the next pop-up window, choose the CTA that you would like to use as the default CTA. The default CTA is the button that will be displayed to visitors who do not match any of the criteria that you set. If you do not see an existing CTA that you want to use, select Create a new CTA. When you have chosen your CTA, click on the Use Selected CTA button. If you would like a refresher on how to create a CTA, click here.
5. Add smart rules
Now you will add a smart rule for your CTA so that your CTA is displayed to a contact who is on a certain contact list. To do so, click on Add a Smart CTA Rule.
Choose contact lists that you want to include in this rule from the drop-down menu. In this example, both lists are smart lists. Feel free to add as many as you like.
When you are done selecting contact lists, click the Create Smart Rule button.
6. Select a CTA for your new rule
Choose which CTA button you want to use for visitors who fit the new rule you assigned. Again, if you do not see an existing CTA that you want to use, select Create a new CTA. When you have chosen your CTA, click on the Use Selected CTA button.
7. View the smart CTA rules
Phew, you are just about done. Take time to review the Smart CTA Rules that you set up. The Smart CTA will be displayed when a contact is on a contact list that you set as a rule. So, visitors to your webpage who are on a leads or weekly subscriber contact list will see the Watch the webinar CTA. The default CTA will be displayed when a contact does not match any of your Smart CTA Rules. That means that every visitor who is not on either of those two lists will see the default Get the Checklist CTA.
From the Smart CTA Rules page, you can:
- add a rule
- edit the CTA
- swap the CTA button for another button
- delete the existing smart rule
8. Set the priority of CTA buttons in the smart CTA button group
You can drag and drop your smart CTA rules to form a hierarchy of the rules.
9. Analyze the performance of your new smart CTA
Click on the Details link to see from your main CTA Dashboard to see the Performance of your Smart CTA.
You can see the number of views and clicks on each CTA as well as the various metrics percentages and the amount of submissions the CTA lead to. You can also view the overall performance of your smart CTA button group. If the performance is low for various rules, consider editing or swapping out the CTA button. You can also see the performance of each CTA broken down by the COS content that it lives on by clicking the + icon. Enterprise customers can run an A/B variation test. To learn how to create an A/B variation test, follow this guide.
You can also Edit Smart Rules from the CTA dashboard.