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CTAs

A/B test your button calls-to-action (CTAs)

Last updated: January 19, 2023

Applies to:

Marketing Hub Professional, Enterprise
CMS Hub Professional, Enterprise

You can run an A/B test with multiple variants of your button CTA to help measure the effectiveness of different designs and text. 

Please note: each CTA has a limit of 30 variations for multivariate testing.

To A/B test your button CTAs:
  • In your HubSpot account, navigate to Marketing > Lead Capture > Button CTAs.
  • Hover over the button CTA you want to create a test for and click the Actions Create multivariate test
  • In the right panel, edit the button CTA variant. 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 Close or Add another variation if you want to test more than two versions of this button CTA.
  • You will now see the original CTA labeled as a Multivariate on the dashboard.  To view all variations of this button CTA, hover over the CTA and click Preview.


Measure the results of your A/B test

You can view the results of your test on the button CTA's details screen:

  • In your HubSpot account, navigate to Marketing > Lead Capture > Button CTAs.
  • Hover over the multivariate button CTA and click the ActionsView details.
  • In the top right, click the Date Range dropdown menu and select a date range to analyze the button CTAs performance across a specific time range. 
  • In the first chart, in the top right, click the dropdown menu to filter your chart visualization by clicks, views, or submissions.



  • 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.  


Choose a winning variant for your A/B test

Once you've completed your A/B test, if you've collected enough data, a winning variant will be automatically selected. For accuracy, the different variants are compared only across the timeframe when all variants exist. The winning variant is selected based on click rate.

You can choose to set the winning variant as the only button CTA variant displayed. Alternatively, you can manually configure the button CTA to display only a selected variant. 

To choose a winning variant for your A/B test:

  • To automatically select a winning variant: 
    • In your HubSpot account, navigate to Marketing > Lead Capture > Button CTAs.
    • Hover over the multivariate button CTA and click the ActionsView 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 your test has not gathered enough data, this option will not display.
    • If a winning variant has been identified, click Only show this version so only the best performing variant will display. 
  • To choose a winning variation at the end of the test:
    • In your HubSpot account, navigate to Marketing > Lead Capture > Button CTAs.
    • Hover over the multivariate button CTA and click Actions > Edit
    • To completely delete the variant, hover over the variation and click Delete.
    • After turning off or deleting all other variants except your winning variant, click Close.


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