Replace text, links or images is an action that finds something on your page and puts something else in its place, for the visitors your campaign targets. It works by what the page says rather than by where things are: one rule can change a phrase on every page it appears on, re-point every link to a certain address, or swap a banner picture wherever it is used. The replacement can be fixed words, or something about the visitor — their first name, their city, their offer.
Add the action
In the campaign’s Content step, Add action → Most popular (it is also under Change page content or look) → Replace text, links or images. In a new campaign’s empty Content step, under What should it show?, it is the picture Replace words and images.
The editor’s steps: Set it up (the rules below), then When and where — Restrict to, to limit it to a page group — and Track & follow up.
Rules
Under What to swap out each rule is a numbered card. Its header keeps reading found → replaced when the card is collapsed, so a long list stays readable. Add new find and replace adds a rule.
A rule has three parts:
- Find — Where to look, How to match, and the text to find.
- The replacement — what goes in its place.
- Try it — a test box, never saved.
There is no clicking on the page to pick an element: you paste what the page says, or part of an address, and every match is found. Rules run top to bottom over the whole page, so the order matters. The editor warns when one rule’s replacement is matched again by a rule below it (Rule 1 feeds rule 2), and when two rules look for the same thing, so the second can never match.
What can be replaced
| Where to look | What it finds | What replaces it |
|---|---|---|
| Text on page | Visible text anywhere on the page, and an element’s tooltip. Text inside a script, a style, a text box or a dropdown is not touched. | Replacement text or HTML: plain words, or HTML whose tags build the page. An empty replacement deletes every match, and the editor asks if that is what you meant. |
| Link URL | The address (href) of every link. The visible link text is left alone — that needs a separate Text rule. | URL: a whole new address. Or URL parts: change only the Protocol, Host & port, Path, Query parameters (Add URL parameter, Remove existing URL parameters) or Hash, keeping the rest of each address it matched. |
| Image URL | The address of every image, including the responsive versions in a picture element, and a picture set as an element’s background. | New image URL, typed or picked from your media library, with a thumbnail that shows a typo or a missing file before a visitor does. Or URL parts, as for links. |
URL parts is what lets one rule move every link to a new domain, or add a ?ref= parameter to all of them, without knowing any single address.
How to match
| Choice | What it matches |
|---|---|
| Text match | Wherever the text appears, even inside a longer word. |
| Whole words | Only when it stands alone: “cat” does not match “category”. |
| Word boundary on the left | Only where the text starts a word: “cat” matches “cats”, not “bobcat”. |
| Word boundary on the right | Only where the text ends a word: “cat” matches “bobcat”, not “cats”. |
| Regular expression | A JavaScript regular expression. The replacement is inserted as written: $1 and $2 are not capture groups here. |
Link and image rules offer Text match and Regular expression. Capitals never matter, and a space you type also matches a line break or several spaces on the page.
Personal replacements
- Insert variable puts something known about the visitor into the replacement — “Free delivery to {city}”. See Inserting CRM variables for dynamic content. An image address with a variable cannot be previewed, and the editor says so.
- Variations gives the replacement a different value per audience, with a default for everyone else.
- Languages (optional, above the rules): on a page in another language the words to find are in that language too. + Add a language, then give each rule what that page says and what to put instead; a rule left empty uses the main words. Translate with AI fills the replacements. See Languages.
Where it applies
- On every page the campaign targets, over the whole page, every time it loads. Limit it further with Restrict to in When and where.
- It keeps watching: content your site adds after the page loads — a product grid, a cart drawer, a section that appears on scroll — is replaced as it arrives.
- The action counts as viewed once a replaced piece is on the visitor’s screen, not merely when the page loads.
- Nothing is written to your site: the change is made in each visitor’s browser.
Related
- Live (WYSIWYG) Editor — change one element by pointing at it
- Content & Design — every kind of action
- Inserting CRM variables — visitor data in the replacement
- Languages — the words per language
- Page Groups — Restrict to