Conversion Rate Optimization specialist here. Our marketing team reports on every small effort that drives our bottom line. Because of this we use CTAs in email and on our flagship *not HubSpot pages* site. The new CTA tool is great, and the fact that it's getting smart content, is even better. However, while legacy CTAs still maintain the ability to create and manage multivariate test, if creating new Legacy CTAs will be going away then allowing multivariate testing on the new CTA tool is a must. JOIN NOW vs Join Now! vs Join (company name) vs Apply Now... etc... The ability to test these small variations for each audience type and optimize the CTA messaging (or dare I say it, button color), is vital. On larger embedded or slide in or pop up CTAs, getting these variations to perform as best as possible could impact applications submitted by roughly 10% (especially considering how many CTAs across all channels). It could be the difference between incentive or no incentive, success or no success. Please, please add multivariate testing into the new CTA tool so we can optimize to our hearts desire.
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