Hubspot uses a 6-month testing period to measure the performance of Smart CTA(Call To Action) - CTA that is personalized and tailored to each individual. The result is impressive: compared to typical CTAs, smart CTAs convert 202% better. Based on data from Hubspot, a total of 30,000 CTAs have been monitored and tested during the six months.
How smart CTAs create personalized experience
The main idea of Smart CTA is to personalize the copy and link of CTA based on the various segmentation of visitors.
The visitors can be segmented according to their location, browser language, device, etc. Then a personalized CTA and user experience can be set up for each segment.
For example, a new user may look for marketing knowledge. They may see a CTA to HubSpot Academy for learning inbound marketing, while Hubspot may show the returning visitor the CTA directed to a free tool.
Performance of smart CTA
In this experiment, Hubspot compared smart CTA with multivariate CTA and basic CTA. The CRO of smart CTA is 202% higher. Here multivariate CTA means different variants of CTA created for the same traffic for the A/B test. On the other hand, basic CTA offers the same CTA for each visitor without any segmentation.
The performance of smart CTAs is 202% better.
You may find details about this case study on Hubspot.