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Brian and Kate Burger
Gathering the ingredients for a successful landing page
Designing guided landing pages for Marketo Engage encompasses both strategic planning and creative execution. It’s crucial to have a clear understanding of your target audience and the action you want them to take on your landing page. This might involve signing up for a newsletter, downloading a white paper, or registering for a webinar. The design should be user-friendly and enticing, using compelling and concise text, high-quality images, and infographics to effectively convey your message.
A strong call to action (CTA) is a cornerstone of successful landing pages. It should be placed prominently on the page, preferably above the fold, using contrasting colors and large fonts to draw attention. This single, clear directive is the primary driver for conversions. It’s also crucial to limit the number of actions a visitor can take on a landing page to prevent them from becoming overwhelmed and leaving the page.
Personalization is another key element in designing guided landing pages for Marketo Engage. With Marketo’s dynamic content feature, you can display different content to different visitors based on their past behavior, preferences, or demographic data. This allows you to tailor your message to individual visitors, increasing the relevance of your content and the likelihood that visitors will engage with your offer. For more information about how personalization works within marketo guided landing pages, refer to this adobe experience league page.
Finally, always make sure to optimize your landing pages for mobile devices. With the rise in mobile browsing, it’s critical to provide a seamless experience across all devices. Mobile optimization not only enhances the user experience but also improves your search engine ranking, making your landing page more likely to be found by potential customers.
Pro Tip:
When creating landing pages be sure to follow a process that enables success.
Check out this proven process flow
Clean code is critical for long-term success with marketing teams
Writing clean, structured code for your landing pages is paramount in providing a seamless user experience and optimizing your page’s performance. Well-structured code ensures that your landing page loads quickly, avoiding visitor drop-offs due to delayed load times. Loading speed is not just a user experience concern; it is also a critical factor for search engine ranking. Clean code makes it easier for search engine crawlers to understand and index your website, thus improving your landing page’s visibility in search engine results.
Low-code SaaS products like Webflow offer an intuitive, visual platform for HTML and CSS markup, which eliminates the need for extensive coding knowledge. This empowers designers and marketers who may not be familiar with coding to build and manage professional-grade websites. Furthermore, Webflow automatically generates clean, semantic code as you design, ensuring that your website remains streamlined and SEO-friendly. This platform also boasts dynamic content capabilities, allowing you to build custom, SEO-optimized database-driven content structures with ease. Additionally, Webflow’s in-built responsiveness ensures that your website will work seamlessly across all devices, reducing the need for manual adjustments or additional code. Lastly, Webflow supports third-party integrations, which means you can connect your site to a myriad of marketing tools, CRM systems, and more.
Not only does clean code enhance website performance and SEO, but it also simplifies maintenance and updates. With clean, well-commented code, developers can easily find, fix, or update sections without having to comb through a messy codebase. This leads to increased productivity and efficiency within your development team as they can quickly identify components and understand the structure of your landing page. This is especially crucial when building landing pages with Marketo Engage, as you’ll need to regularly update and tweak your pages based on user behavior and campaign results.
Clean code allows for better cross-browser and cross-device compatibility. Given the wide variety of devices, operating systems, and browser versions your visitors may use, it’s crucial that your landing page performs consistently across all possible user scenarios. Building your landing page with clean, modern, standards-compliant code ensures your content will render correctly regardless of how or where your audience accesses it, making for a more inclusive and effective user experience.
Pro Tip:
When testing the landing page for errors and cross-browser and device compatibility, be sure to use the “generate preview” feature under preview actions. This will provide a temporary URL that can be visited by any browser or device inside or outside your network.
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Knowing how and when to use Marketo editable elements
The incorporation of editable elements into the design of guided landing pages is pivotal for the dynamic nature of marketing campaigns. These elements, such as text blocks, images, forms, and CTAs, that can be easily modified, allow marketing teams to swiftly adapt to changes in marketing strategies, update campaign-specific content, or tailor messaging for different audience segments. The editable regions are created by using the marketo attributes supported for elements and variables. For more information on how to declare objects or strings visit this link. With this flexibility, teams can launch new campaigns or update existing ones without requiring extensive development resources or time, enhancing campaign efficiency and enabling a faster response to market changes.
Editable elements empower marketing teams to conduct A/B testing, crucial for optimizing landing page performance. By tweaking elements like the CTA, headline, or featured images, marketers can compare variations of the landing page to determine which resonates most with their audience. This iterative process of testing, learning, and refining helps improve conversion rates and achieves better campaign results. Ultimately, building guided landing pages with editable elements equips marketing teams with the agility and control they need to succeed in today’s fast-paced digital landscape.
What about free form landing page templates?
Free-form landing pages have their place but are only ideal when you require greater flexibility and customization in your design. These landing pages allow you to place elements anywhere you want on the page, enabling you to create unique and creative layouts that are not confined to the predefined structure of guided landing pages. If you’re planning a campaign where the visual aspect is distinctly crucial, or if you want to experiment with unconventional layouts to stand out, a free-form landing page can be the perfect platform. However, it’s worth noting that this flexibility comes with a greater need for design and coding expertise to ensure the page renders correctly across different devices.
Plan. Execute. Measure.
Creating Marketo Engage landing pages that perform well involves a blend of strategic planning, technical precision, and dynamic capability. By ensuring clean, structured code, marketing teams ensure quick loading times and heightened SEO. This, in addition to mobile optimization, enhances user experience and findability. The utilization of editable elements equips teams with the agility to swiftly adapt to changes in marketing strategies and audience segments. When flexibility is paramount, free-form landing pages come into play, offering unparalleled customization. Platforms like Webflow further democratize this process, allowing individuals with limited coding knowledge to develop sophisticated, responsive websites. A well-performing, easily managed landing page strikes a balance between technical acuity, design flexibility, and strategic adaptability.