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A
Anonymous
March 27, 2014
Question

Best practices for landing page management

  • March 27, 2014
  • 2 replies
  • 1335 views
I am trying to clean up our approach to landing pages.  We've got 300+ pages in Design Studio now and it seems like there must be a better way.

A typical scenario is a Webinar coming up.  A landing page is created for the Webinar to sign-up and then a confirmation page.

This seems like it could/should be done in a template fashion with dynamic information populating the areas that change rather than the approach of cloning and copy/paste reuse.

I haven't found any articles that really articulate a strategy for this kind of scenario using Marketo.

Requirements would include:
Must display the appropriate dynamic information in the landing page and Confirmation page.  Could be query params?
Must be able to discern the results in Google Analytics or Marketo Analyitics between various "pages"
Must register people for the correct event.

I'm sure there are others that aren't rolling off the top of my head.  This seems like a segmentation problem, but I'm new to Marketo and looking at this with the eyes of an Engineer.  I don't want to make life more complicated, but 200 copies of the same basic page just feels wrong.
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2 replies

A
Anonymous
March 27, 2014
If these are all in the Design Studio, then this isn't following a basic best practice of keeping the landing page local to the program that uses is. I would suggest (at a minimum), moving these landing pages into their appropriate programs in Marketing Activities. For example, a registration page and confirmation page for Webinar A would be kept in a folder in the Webinar A program that tracks registrants, attendees, no-shows, etc.

The design studio should basically be where example landing pages live, which are then cloned into individual programs. This approach helps keep the system more organized.
    Dory_Viscoglio
    Dory_Viscoglio
    Level 10
    March 27, 2014
    To add to Jackie's comments, by keeping the landing pages in their respective programs, you can utilize tokens which will auto-populate the information that you're referring to in the landing and confirmation pages. You can also use a hidden field on forms with a string attached to the URL if, for example, you currently have two different URLs that point to identical pages and you just need to know where they came from.

    We have our template landing pages in the design studio, but in the Marketing Activities, we also have template programs (standard programs, we've just labeled them as templates so that we know they are content-free) which contain a landing page, thank you page, flow campaigns, progression campaigns, the tokens with a descriptor of how they must be filled out, etc. To create a new event, we just clone the template event, update the tokens and anything else specific to the event, and then we're set. Much faster, more efficient, and less chance for error in my opinion!
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