5 Golden Rules to Make the Most of Marketo Landing Pages

The beauty of Marketo landing pages is that a new lesson follows with creating a new page each time owing to a plethora of factors to consider, choices to make, and tools to take into account in the process.  Marketo has launched a host of new features and functionalities to its landing page program. What follows are five of the best practices we have followed through years of providing landing page design services for our clients.

1. Which Marketo landing page?

The marketer can choose from three types of landing page options with Marketo:

a. Marketo-Hosted Pages with Marketo-Hosted Forms –

This is one of the best options we recommend to most of our clients based on their marketing objectives, primarily for the ease of use, both in getting started and in maintaining the page. Moreover, these landing pages are easy to repeat and clone with scopes for optimization too.

Another reason why this page is highly recommended is because marketers do not need any support from IT or developer specialists in the ongoing process of maintaining these pages. Another great perk of selecting Marketo-hosted pages with Marketo-hosted forms is that these pages, being dynamic in nature, can vary depending upon whom is the targeted audience visiting the page.

On top of that, the Marketo form associated with the Marketo page can incorporate progressive profiling of the form and social marketing features to improve relations with leads and buyers.

b. Own Website Pages/CMS with Marketo Hosted Forms

For clients who want to maintain the consistency in all of their webpage assets from websites to landing pages, we suggest that they use this configuration for their Marketo landing pages – Marketo hosted forms with their own webpages and CMS. Marketers just need to get the form code, and position it anywhere in the page they want.

One drawback of this option is the clients’ limited accessibility to Marketo’s features and functionalities (except major functionalities) and loss of efficiency to some extent. However, many companies embrace these limitations in order to ensure that website changes are included in their main framework of their website CMS.

c. Custom landing pages

Though this ‘Something Else’ option brings adequate opportunities for customization by incorporating custom coding, it also takes in a considerable amount of campaign time and professional support for creating these pages.  If the client wants to make posts on Marketo and some other system, then this Marketo landing page option fits their needs perfectly. However, many times, marketers need to depend on developers and their coding services, which may not turn out as planned by marketers.

2. Landing page templates

After you have chosen the right type of Marketo landing page, you need to decide on the right template. There are two types of Marketo landing page template options you can choose from – the guided landing page or responsive landing page template and free-form templates. The free-form templates come with a drag and drop page editor, whereas the guided/responsive template provides an editor with full-fledged customization options.

3. Get more information from pages

We recommend that our clients leverage hidden fields with their Marketo landing pages, to be able to capture more details on your prospects and leads. Marketo allows capturing various landing pages, more than most users are aware of,  including web ads they have clicked to enter the page, key phrases used by visitors while entering the landing page, the search engine where they found your landing page among others. Users can make use of the ‘Click Paths’ option to trace information on these areas as well as the industry they deal in by adding some list of suggested industry names they can click as a navigation. When they click on those specific industries, you can redirect your users to a more personalized landing page for them with the kinds of deals and details they want.

4. Content for landing pages

By content we mean both the textual and the visual content to be used in Marketo landing pages. While graphics or visual content works in enticing your targeted audience, textual content plays a significant role in keeping your leads and prospects engaged with the right information, message, tips on usability of the products or services and personalized offers.

Remember that graphics attract users more to click any link – so make the graphics hyperlinked and add a brief description or image caption to describe the usefulness of the graphic. If you are offering an ebook, whitepaper or case study to download from the landing page, make sure you take the screenshot of the cover page of the gated content that you are offering for download. That way, your visitors will be able to see what the content is about.

At the same time, you should provide enough detail about the content to be downloaded, preferably in bullet points. The more your landing page content can be easily scanned, the more you will be able to give away the copies – webpage visitors have shorter span of attention, the faster they can comprehend the benefits of downloading your content, the faster decision they make. You can also associate the textual content with short video to ease them into consuming your content.

5. Landing page testing

Testing your Marketo landing page is a must, but remember you do not need to spend too much of your resources in testing too much. The main areas where you need to emphasize for testing Marketo landing pages are captions for graphic elements, main headline of the page that serves as the preface of the page to generate interest of visitors, as well as other essential elements such as image size and loading time, form length, call-to-action (CTA) button. Take the test once a week while keeping tabs on the number of conversions that are being generated from the landing page every week.

Do you find these tips useful? In case you need professional support for Marketo landing page creation and optimization, then get in touch with our professionals at  (408) 502 6765 or by sharing your requirement below or through our social channels – Facebook, Twitter, and LinkedIn.

5 Dimensions of Designing a Landing Page That Converts

Landing pages are often the first medium of interaction with potential leads and are instrumental in lead generation process. Good landing pages entice potential visitors, deliver what they want, collect their details, and establish thought leadership in your niche. There are other reasons why you need landing pages along with an existing website.

What are they?

Landing pages give you the flexibility to experiment with design, messages, offers and discounts, call-to-action phrases, optimizing to targeted occasions and seasons unlike homepages or internal pages of your corporate website, where you need to maintain consistency. After all, can you alter webpages to mirror the look and feel of your social or online banner ads? That’s why you need landing pages as they can be tailored to your ads and deliver solutions to visitors that they came looking for by clicking on ads.

Designing a landing page that converts usually takes a lot of considerations, experiments, A/B testing, analysis, and consistent trial and error exercises until you know you are on the right track. However, this following checklist of 5 design essentials can help you cut short the long-drawn procedures and build landing pages which will bring leads to your business.

1. Landing page form elements –

The key to get visitors sign up and get information is to keep forms minimal. Pages that throw several questions in the face of visitors on sign-up forms often dissuade them from filling up forms, despite a good content or offer in place. Follow these best practices of landing page form design:

  • Less is more – so, emphasize on and limit to how much users’ information you actually need. Do not overwhelm your visitors with too many questions.

  • To facilitate them in revealing more information, you can ease their tasks of input by including checkboxes, drop-down menu, or radio buttons with readily available options to choose from – the lesser they have to type, the more you can encourage them in filling up forms.

  • Also, consider selecting the right-alignment for field labels to ensure better readability.

2. Great offers –

The offers on your landing pages must be the most sought after materials and must be more than what your webpages offer. After all, it’s the promise of the type and quality of offers that drive traffic to your landing pages and it’s the deal that gets you visitors sign up for you and share information you need. Offers that mostly work a great deal in filling up web forms are whitepapers, e-books, free demo, free trial at home, free consultancy, infographic and other content that your leads are mostly browsing online.

3. Compelling call-to-action –

Give your visitors ideas on what they are going to download with a combination of compelling call-to-action (CTA) phrase and the snapshot of the downloadable content. Your visitors will know what they will get after signing up on landing pages – thus, you can increase the odds of signup and conversion.

Though there is no such definitions of call-to-action phrases that will win you more conversions, but following tricks will be handy to avoid common CTA blunders –

  • Straight to the point – Simple, easy to follow and clear instructions will get you more clicks compared to complex CTA instructions that often confuse or annoy your visitors. When they don’t know where to click and what to do, they leave your page without taking any action.

  • Make it noticed at the first glance – In addition to clear instructions, you need to go an extra mile to make it accentuated and stand out. You can simply choose a slightly larger font size, experiment with different colors, images or graphics to make it noticeable – impossible to miss out.

  • Leverage social media – Link your social media profiles/pages to the call-to-action phrases to encourage them to engage with you on social media. Make sure you give them something extra for liking or following your page, such as an offer they cannot resist. Once they start following your social accounts, you can follow them up for social ad campaigns.

  • Get CTA in both image and text – Many email clients disable image displays and also, images often don’t get loaded owing to network glitches and for other reasons. Hence, make sure a textual call-to-action phrase cohabits with visual ones to prevent risks of losing conversions.

  • Some more CTA hacks: keep it short, simple and not more than four to five words. Remember, you are giving clear instructions, not bossing around – so, refrain from making your CTA sound as if you are ordering them.

4. Mobile optimization –

While you are running A/B tests on your landing page, make sure you have tested and your page looks great on smartphones and tablets. With greater rate of content consumption through mobile devices over desktops and laptops, you surely do not want to miss readers accessing your page on their smartphones and tablets. Test your landing page to sidestep major blunders such as, distorted looks, loaded with missed elements, call to action or significant buttons which lead to high bounce rates.

If you are not applying responsive web design (which create pages optimized to varying screen sizes of desktop and mobile devices), then try these: your landing page design must include larger and easier-to-tap buttons and there is nothing is ‘above the fold’ since you are unaware of where the fold will lie on different screen real-estates.

5. Your credibility –

When it comes to branding and promoting, slight, informative bragging will not annoy your readers for sure. Rather, you must establish credibility in your marketto make it easier for your leads to trust you. That’s why you need to elucidate a few pointers supported by actual data such as, existing clients’ logos, their testimonials, ratings from trusted organizations e.g., BBB rating (Better Business Bureau), awards and achievements won, industry standard badges, site security badges, inclusion of your business in major listings and other significant industry recognitions.

Try these above mentioned tricks in building your landing pages in ways that improve the responsiveness and productivity of your landing pages for the next marketing campaign. At the same time, continue monitoring and measuring traffic, clicks, engagement, bounce rates and signup data to find out what content and design click among your audience and which landing page converts more. And yes, don’t forget to share your views, opinions and queries with us – we are all ears for you!