(This article is part of my comprehensive Ultimate Guide to Efficiently Setting Up Your HubSpot Portal, a step-by-step resource to make the most of your HubSpot setup for effective lead generation and conversion.)
HubSpot’s Call-to-Action (CTA) feature has evolved beyond simple clickable images or banners. Now, CTAs include more dynamic tools, such as pop-ups, slide-ins, and banners, designed to guide visitors towards conversions. These CTAs can redirect visitors to targeted landing pages or even allow direct conversions with embedded forms—turning passive website interactions into actionable lead opportunities.
CTAs play a vital role in lead generation by bridging the gap between content engagement and conversion. In a typical conversion funnel, visitors are attracted through various channels—SEO, ads, or social media—and led to landing pages where they can convert via forms. Strategically placed CTAs help direct visitors along this journey, increasing the likelihood of conversion by offering them timely and relevant options.
For instance, if you have a lead magnet, like a downloadable guide, placing a pop-up CTA halfway through a related article can significantly improve conversions. Similarly, an exit-intent CTA on a pricing page can engage visitors before they leave, offering a special discount or an invitation to connect.
Access the CTA Tool: Go to Marketing > Lead Capture > CTAs and click Create. You’ll have options to start from a template or build your CTA from scratch.
Choose Your CTA Type: HubSpot offers several types of CTAs:
For a balanced approach, consider using a Slide-in Box, which engages visitors without being overly intrusive.
Customize the CTA Content: HubSpot’s drag-and-drop editor allows you to add and arrange modules, like text, images, videos, and buttons.
Design and Styling: In the Design tab, you can adjust style options like color, fonts, and positioning. For slide-ins, you can even choose the side of the screen it appears on.
Setting up the appearance conditions is crucial to ensuring your CTA is shown to the right visitors at the right time. HubSpot offers several options:
When: Choose when the CTA should appear during the visitor’s journey. Options include:
Where: Select specific pages or exclude pages where you don’t want the CTA to appear. For example, show it only on the pricing page but exclude it from blog posts.
Who: Target all visitors, filter by segmented CRM lists, or choose criteria such as device type or geolocation. However, for accuracy, use segmented CRM lists for more reliable targeting.
Frequency: Control how often the CTA is shown. For recurring visits, space out its appearance to avoid overwhelming regular visitors.
After your CTA is published, monitoring its performance is key. HubSpot provides metrics such as:
For a quick overview, the main CTA dashboard shows all active CTAs with core performance metrics, allowing you to compare and optimize as needed.
CTAs are a powerful way to direct visitor engagement and enhance your conversion strategy on HubSpot. To dive deeper into maximizing HubSpot’s features, explore my Ultimate Guide to Efficiently Setting Up Your HubSpot Portal for a complete approach to a high-performing HubSpot environment.