If you have a HubSpot Pro or Enterprise account, you can use Smart Calls-to-Action (CTAs) to personalise your messaging according to the visitor. This is called dynamic content (aka 'smart content' or 'adaptive content'), and typically improves conversion rates.
A Smart CTA consists of:
Using your contacts database, you can create a lifecycle stage Smart CTA that shows the visitor a CTA that relates to where they are in the buyer's journey. This increases the likelihood that they'll click through and continue down the sales and marketing funnel. For instance, you could create a lifecycle stage Smart CTA with:
Select Content > Calls-to-Action from the main menu.
Click the down arrow on the Create a CTA button, then click Create a Smart CTA.
Select Lifecycle Stage and click Next step.
Select the lifecycle stage(s) you want to create a rule for and click Next step.
If there isn't an existing CTA you want to use, click Create New.
Otherwise, select the CTA you want the contacts in your lifecycle stage rule to see and click Next step.
Select or create a new CTA you want to show visitors who don't meet the rule's criteria and click Done.
If you want to add another rule to your Smart CTA, click Add another. Otherwise, click Done.
You have now created a lifecycle stage Smart CTA! You can analyse its performance by clicking Details.
If a visitor fits multiple rules, they'll be shown the CTA of the rule that comes first. To see a Smart CTA's rule order, click Edit smart rules from the gear icon.
Lifecycle stage Smart CTAs are just the beginning of what you can do with dynamic content. HubSpot also has other smart features, such as forms, images, emails and workflows. What's more, as well as lifecycle stage, you can make smart rules based on:
With dynamic content, you can use your marketing data to target visitors with relevant messaging and thus maximise conversion rates. Give it a try!