Run an A/B test with two variants of your CTA to measure the effectiveness of different designs and text. After creating and publishing an A/B test, visitors will be split 50/50 for each variant of the CTA.
Understand limitations and requirements
A/B test a CTA
To A/B test your CTAs:
- In your HubSpot account, navigate to Marketing > CTAs.
- In the table, hover over the CTA you want to create a test for and click the Actions. Then, select Run a test.
- In the dialog box, you can customize the names for your CTA and CTA variant. By default, the variation will be called [CTA name] (B).
- At the bottom, click Save. You'll be automatically directed to the CTA editor.
- In the top left, click the dropdown menu to switch between the two variants.
- Continue editing your CTAs.
- After editing your CTAs, in the top right, click Review and publish or Review and update.
Review your A/B test results
After setting up your A/B test, you can review your test results and pick a winning variant. Data for your CTA variant will only appear in the different reports after receiving clicks or views. If there is no data displayed for the variant in the Test Results section, it is possible that the variant has not received clicks or views yet.
- In your HubSpot account, navigate to Marketing > CTAs.
- In the table, hover over the CTA you want to create a test for and click the Actions. Then, select View performance.
- At the top, click the Test Results tab.
- In the top left, click Date Range to filter your A/B test performance data by a specific date range.
- Review the following reports:
- Summary: review a summary of your A/B test results, including the count of CTA clicks, the count of CTA views, and the Sum click rate for each variant.
- Clicks: review the CTA clicks over time for each variant. You can hover over a data point in the report to view a breakdown of metrics.
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- Views: review the CTA views over time for each variant. You can hover over a data point in the report to view a breakdown of metrics.
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- Submissions: review the associated form submissions for the CTA over time for each variant. You can hover over a data point in the report to view a breakdown of metrics. This report will only appear if a form has been added to the CTA.
Select a winner for your A/B test
After reviewing your A/B test results, you can manually select a winning variant.
- In your HubSpot account, navigate to Marketing > CTAs.
- In the table, hover over the CTA you want to create a test for and click the Actions. Then, select View performance.
- At the top, click the Test Results tab.
- To select a winner, in the top right, click Select a winner.
- In the dialog box, select your winning variant. Then, click Yes, select winner.
- Moving forward, only the winning variant will appear.
- It is not possible to change the winning variant after selection.
Cancel an A/B test
- In your HubSpot account, navigate to Marketing > CTAs.
- In the table, click the name of the CTA.
- In the top left, click the dropdown menu and select Manage Test.
- In the dialog box, click Cancel Test. The CTA variant will be deleted and only the original CTA will remain.
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