Calls-to-action (CTA), are a vital part of every website. A CTA is essentially a button with a short, clear statement that encourages users to take action, enabling you to link your web pages or blog posts to relevant content offers. The aim is to guide the visitor through your website to your landing page, so they ultimately convert into leads.
What’s the difference between a normal CTA and a Smart CTA?
A standard CTA just consists of one button, with one message and one link. These are great to use at the bottom of blog posts, or within thank you pages.
A smart CTA in HubSpot is CTA with two or more variations, allowing you to display different buttons linking to different blogs, landing pages or web pages to different visitors, based on the data from their contact record. This data can range from what they've viewed previously, to which country they are in, and what size device they are viewing on.
You can build out smart CTAs in HubSpot if you have a Professional and Enterprise licence.
What’s the purpose of a smart CTA?
The purpose of a smart CTA is to optimise the user experience by customising the content offer they can click on when they visit your website or read your email.
For example, you might have a CTA at the end of your blog that links to the landing page of your eBook ‘Content Creation for B2B Lead Generation’.
The user will see this banner:
Now, for someone who has already downloaded this particular eBook, the CTA is not very relevant. Instead, you might want to guide him towards a different content offer on your website. Therefore, you could create smart CTA and set up a variation of your banner for an eBook about Growth-Driven Website Design.
Anyone who has already downloaded the Content Generation Guide will then see this CTA:
This is just one of many options to customise your CTA. To find out more about the other types, let’s take a look into how to create a smart CTA in HubSpot.
How can I build a smart CTA in HubSpot?
To build your smart CTA, you’ll need to go to:
Content – Calls-to-action – and the click on the button to ‘Create a new CTA’.
First, you have to define the content and style of your default CTA. This can be a simple button, as shown here, or an image (like the banner image for the Growth-Driven Website Design eBook above).
2. Then, you have to create an internal name, and choose a link for your CTA. You can select ‘COS website page or blog’ to choose one of your existing pages from the drop-down menu, or you can add a link to an external website. You can also attach your CTA to a HubSpot campaign.
3. Once you have completed these steps, click on ‘create smart version’. (Note: You can also create a smart version of any existing CTA, simply by clicking ‘Actions’ – ‘Create smart version’ next to your CTA.)
4. Now you must select a rule for your smart CTA. There are several options you can choose from:
- - Contact’s list membership (e.g. a smart list of contacts who have already downloaded an eBook, so you can show them a different content offer)
- - Visitor’s device type (e.g. to create a variation of your CTA for mobile in a different format)
- - Referring source of visit (e.g. to show a different CTA to users who have come to your website via social media, paid search etc.)
- - Contact’s lifecycle stage (e.g. to direct users to different offerings based on their buying signals so far)
- - Visitor’s country (e.g. if you have different offerings for UK and US customers)
- - Visitor’s preferred language (e.g. if you have eBooks in different languages)
- 5. After configuring your display rules, you’ll need to create the smart version of your CTA. That’s the CTA that will be shown to users or contacts who meet the criteria you just set up, for example every contact who is a marketing qualified lead. First, choose the design and button content.
7. …and that’s it! You’ve created your smart CTA in HubSpot.
You can now add your smart CTA on any of your blogs, landing pages, web pages and in emails.
Analysing the performance of your smart CTA
You’ve deployed the smart CTA on your website or in an email, and now it’s time to analyse its performance. In HubSpot, you’ll see the following statistics:
- - Views: Number of users who have viewed your CTA
- - Click rate: Percentage of views that lead to clicks
- - Clicks: Number of users who have clicked on your CTA
- - Submission rate: Percentage of clicks that lead to landing page form submissions
- - Submissions: Number of landing page form submissions that came through your CTA
To understand whether your CTA is performing well or not, look at different CTAs across your website, and compare their click and submission rates. The click rate is the percentage of users who viewed and clicked on your CTA; the submission rate is the percentage of users who clicked on your CTA and the submitted the landing page form.
Now you can determine how your best performing CTAs look like, and how to optimise conversion of your CTAs that don’t perform so well. What format do they have, what design and what message did you use? There’s no standard approach that works best for every website – so we’d suggest trialling different variations of your CTA to find out what works best for your audience.
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