pardot elevate 2011 (slides): building a landing page engine with pardot and wordpress (by...
TRANSCRIPT
Elevate 2011:Building a Landing Page Enginewith Pardot and Wordpress November 15, 2011 Michael CohnTaylor Gould
Agenda
● Who are the Cloud Sherpas?
● Challenge - what were we trying to solve?
● Solution - how we solved it
● Results - what we're seeing
● Next steps - what we want to do next
is the world's leading Google Apps cloud service provider
500+ services customers20,000+ product customers
Thousandsof companies
Millionsof users
Go More Google with us
1 million mailboxes migrated3.5 million SherpaTools users
110+ countries
Cloud Sherpas is a founding member of the Google Apps Partner Advisory Board, headquartered in Atlanta with international offices in Sydney, Brisbane and Wellington.
We've helped migrate over 1,000,000 users to Google Apps from some of the world's leading companies.
We've developed best practice deployment methodologies in Manufacturing, Retail, Government, Real Estate, Healthcare, Education and other
industries.
MQL
B2B Marketing at Cloud SherpasRevive Campaigns
(Old/Open Leads)
Events
Downloads(White Papers, etc.)
Webinars
App Installs
Search (SEO)(Contact Us, Sales Line)
Paid Search (SEM)(Landing Pages, Sales Line)
Marketing Qualified LeadEnters the Sales Funnel
After we deployed Pardot...
PPCLandingPages
NurtureCampaigns
1000's of keywords
10's of ad groups
3 landing pages
Managing 10s of landing pages in Pardot was a challenge. Scaling to 100s would be difficult.
● Difficulty making changes in layout template/landing page framework○ %%content%% - how do we standardize layouts inside the tag
○ problem compounded by more complex landing page designs
● Needed to streamline PPC processes; allow PPC Manager to make landing page changes○ "Let's test a new image this week" shouldn't require HTML/CSS guru
Project goal: create alanding page engine
● Separate content from the presentation layer
● Implement new landing page design
● Continue to use Pardot forms (vs. Form Handlers)
● Provide PPC Manager the ability to rapidly produce landing pages for new campaigns...
...without marketing tech support
Redesign Landing PagesOptimize for Conversion
Multi-step formAsk qualifying
questions first, then contact info
Call or Submit
Browse to content w/o
leaving page
Browse to content w/o
leaving page
psd2html.comcut-up/WP theme creation service
Custom Post TypesEasy to manage variations on the core design
There are many ways to create a Custom Post Types:
1. Use a plugin
2. Register it in the functions.php file
3. Create a custom plugin
Create Custom FieldsCustomize landing pages to improve relevancy score
Headline
Subhead
Body
Image
Tabs
Form headline
Multi-stepPardot form
Other template widgets
Submit button
Create Custom FieldsMake it easy for your content managers
More Fields from More PluginsGreat plugin for managing fields
More Fields plugin Landing Page edit screen
Integrating the Pardot FormPass customizations to Pardot via iframe params
More Fields pluginlooking at Form Options Landing Page edit screen
<iframe id="formFrame" src="<?= $frame_source ?> ?mode=html&step_1_submit=<?= $step_1_submit; ?> &step_2_submit=<?= $step_2_submit; ?>" width="225" height="443" type="text/html" frameborder="0" scrolling="no"></iframe>
Creating a multi-step formUse a javascript framework like jQuery
check out the jquery
The resultManaged easily by the PPC Manager
google apps setup
Process Improvements
● Much easier to create new landing pages○ Created 20 new landing pages in 2 days for a new
campaign in APAC ● Easier to test the specific elements within
the landing page (image, headlines, etc.), by simply editing text fields
● Yet - our non-technical staff can still edit the
forms and their fields in Pardot, huge benefit
PPC Results
● Creating highly relevant landing pages increased our Quality Score (and reduced CPC)
● All of the sudden, saw conversions in ad
groups we hadn't seen before ● Increased budget significantly, and ultimately
generated more leads and more business
Results
Most importantly - increased conversion rate by.....
77%!
What's next
● Better tracking of what's coming in on the Sales Line
● Better end-to-end conversion metrics
● Iterate on the landing page design