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Create smart button calls-to-action (CTA)

Last updated: January 19, 2023

Applies to:

Marketing Hub Professional, Enterprise
CMS Hub Professional, Enterprise

With smart button CTAs, you can display a customized button to your different visitors based on the following criteria on your HubSpot pages or on your external website pages

Over time, you can analyze your smart button CTA's performance and make any adjustments to ensure you are successfully tailoring content to your different website visitors.

If you're a Marketing Hub Enterprise user, you can also A/B test your smart button CTAs to determine which one is performing the best. 

Please note: button CTA variations do not display on posts when AMP is enabled. If you have used an A/B test button CTA or a smart button CTA, the default version of your button CTA will appear on the post.

Smart button CTA criteria types

You can base your smart rules on the following criteria types:

  • Country: display content to your viewer based on their country. The country is determined by the IP address of the visitor.
  • Device type: specify which device this smart content is centered around (mobile, tablet, or desktop). HubSpot looks at what is called the user agent of your visitor’s browser to determine their device type. Since this can sometimes be changed on the device, we cannot always guarantee accurate segmentation. 
  • Referral source: show visitors your smart content based on how they found your site.
  • Preferred language: personalize your content based on the language set within the user's web browser.
  • Contact list membership: show a contact in your HubSpot database certain content dependent on whether or not they're a member of one of your HubSpot lists.
  • Lifecycle stage: this will look at the lifecycle stage property of a contact in your HubSpot database and display the relevant content based on the value of this field.

Create a smart button CTA 

To create a smart button CTA: 

  • In your HubSpot account, navigate to Marketing > Lead Capture > Button CTAs.
  • Hover over the CTA you would like to edit and click Actions > Create smart version. This CTA will be the default content that a visitor sees if they do not meet any of your smart rule criteria. 
  • In the right panel, select the radio button next to the criteria you want to base your smart rules on. 
  • Click the dropdown menu to configure your smart CTA rules. For example, if you select Contact's lifecycle stage as your rule type, select the lifecycle stages you would like to target in the dropdown menu.


  • At the bottom left, click Next
  •  Continue creating your button CTA
  • Click Save to complete creating your smart button CTA.  
  • Review and manage your completed smart button CTAs:
    • To add a new smart button CTA, click Add another smart version.
    • To reorder your smart rules, click Reorder rules.
  • When you're done, click Finish.


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