The Engagement Studio really is the pièce de résistance of Pardot and landing pages play a huge part in enabling you to treat every single prospect differently, according to their behaviour. You’ll be able to incorporate certain triggers into your program to create a truly bespoke nurturing track.
What happens to prospects who viewed your landing page vs. those who didn’t? Prospect who viewed the page and converted, against those that didn’t? These actions can be built into your Engagement Studio so you can nurture prospects based on engagement. This helps you to keep making sensible data-driven decisions.
Incorporating landing page triggers contributes france phone number towards a remarkable customer experience and promotes the concept of talking directly to the end user, as opposed to the mass marketing approach. Being able to use these insights can really help you drive conversions.
“Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time.” – Ann Handley
Retargeting
Driving traffic to your landing page is half the battle. The second half is converting them. You may have spent a significant amount of your marketing budget and put in a copious amount of woman/man-hours, so it’s crucial that you make the most of every prospect that hits your page.
With the Engagement Studio's built-in functionality, you’ll be able to add logic that segments anyone who viewed the page but didn’t convert. What do you do with them after that? Send them an offer, direct them to a shorter landing page or add them to a call list? There are so many options and as you now have this insight, the choice is yours.
This article on retargeting in the Engagement Studio focuses on this in much more detail.
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No design limitations
A bad landing page can ultimately be the difference between an excellent ROI or campaign failure. You can’t fall at the final hurdle. This is why so much emphasis and energy is put into creating compelling pages that drive conversion.
From speaking to countless businesses about Pardot, the feedback often includes hesitation about what can be achieved in Pardot hosted landing pages. However, after we demonstrate and show some examples of what can be done, the mood often changes.
The landing page editor in Pardot comes with its own templates, but the real benefits come when you build the pages yourself. When you customise the code, you have the absolute freedom to design whatever you like. Custom fonts, images, button/form behaviour, 3rd party integrations and responsive elements can all be integrated. If you can build it on a website, you can build it in Pardot.
Another great feature is the ability to control content regions within the template. Regions can be limited to change image only, script only, hyperlink only etc. This is great because it mitigates mistakes and it actually makes life easier for team members who might not be so confident with HTML. Here's an article on Pardot content regions.
Easily produce new landing pages from your templates
As marketers, we are no strangers to tight deadlines. A quick turnaround is paramount to the team's success and how the rest of the organisation perceives us as marketers (we care about that, and rightly so!).
With Pardot, there’s good news. Once you’ve designed a beautiful new page with all of the features that you wanted to add, you can create your landing page template using the design. The best part about this is that you will be able to create as many landing pages as you want from this master template, with minimal effort.
Using Pardot’s built-in WYSIWYG editor, even the most inexperienced members of your team will be able to update pages as and when you need them. Just create a landing page, use this template, edit and voilà.