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

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 50 variations for multivariate testing.

• 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 Actions > View 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. You can choose to set this 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 Actions > 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 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 disable a variant, hover over the variation and click Turn off.

• • 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.