Best Practices for Building & Testing Landing Pages

August 5, 2021 Stan

There are many things to consider when building effective and appropriate landing pages for your campaigns. Luckily, Oracle Eloqua has built-in tools to help you implement industry best practices and save time. These tools will enhance the value of your content and complement your customer campaign journeys.

If you don’t have a web designer at your organization, one way to utilize industry best practices and create responsive, clean landing pages is using the Design Editor. Eloqua has a number of pre-installed templates that marketers can choose from as the base layout to create landing pages, as well as a blank drag-and-drop interface that allows the builder more freedom to choose what elements to include on pages.

It is also possible to create custom configurations of content on a design editor landing page and save them as a template.

Three Questions

Aside from creating a responsive page, here are three important questions to ask yourself when creating a landing page:

Is this content or form relevant to the customer journey? Why?

There are two reasons to create a landing page: to present information or content that will provide value to the contact within the flow of the customer journey and to collect more information about new contacts. Thinking about the context of their journey as these contacts arrive at your landing page from, will help you decide what type of landing page to create. Was the contact directed to visit the page to download a white paper from an email? Did they fill out a native social form to access the page? Is this landing page linked to the home page of your organization’s website?

Depending on where a contact comes from, or what the customer journey is, different content on a page will be appropriate (this includes imagery as well). In some cases it may be appropriate to ask contacts to fill out a form with their contact information. For instance, when they are a net new contact and they are downloading something of value, like a playbook or white paper. In other situations, this request might seem redundant. For instance, when directing known customers with robust contact record data to view a new infographic your organization has published.

Is it easy to engage with this content?

Having compelling content is good, but organizing it in a way that makes it easy for contacts to engage is essential to creating a strong customer journey. Depending on the stage of the sales funnel you’re targeting, it may be helpful to include more content. That content might include brochures, infographics, or even video content. But for those contacts who are more advanced in the buyer’s journey, it may be prudent to offer much less content. But at this important stage, work to ensure your offered content is highly valuable and informative.

Does the landing page make sense at this point in the customer journey?

There is nothing worse than getting dumped off on a landing page that is completely off-topic or a dead-end to the customer journey. If your customer journey is expected to continue after download, make sure the contact has a clear and easy path to continue. Easing navigation to additional website and related content will enrich the experience. If your journey is focused on a specific product, ensure your links relate to that product.

Once you have created your landing page, make sure to view it in several different screen sizes and several browser clients to be sure everything is looking and working as expected.

Creating your own checklist for landing page creation and QA is a great idea. For more inspiration, search blogs from Email on Acid, Litmus, and Campaign Monitor. Eventually, you will be able to compile a checklist that meets your organization’s needs and ensures your landing pages are campaign ready.

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