pardot elevate 2011 (slides): building a landing page engine with pardot and wordpress (by...

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