Last updated: October 13, 2020
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.
- In the right panel, edit the CTA variant.
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.
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.