Landing Pages should play a critical role in your marketing activities. Globally, Eloqua users create more landing pages than they do emails. What about you? What are your peers seeing that perhaps you don’t? Read on…
There’s much to discover, the Q&A this month was excellent, thank you for your participation.
The questions were broad and many this month. So much so we’ve captured a few below that we committed to providing more details about. Eloqua Landing Pages play a critical role in our overall marketing. You’re missing an opportunity to deliver a far more personalised CX is you’re not including Eloqua Landing Pages in your campaign mix.
Enjoy the webinar replay as well as the additional information below. You’ll also find a number of links to additional resources that you will find helpful.
Landing Pages are not designed to replace your CMS/website.
Eloqua Landing Pages can be used for a wide range of applications, however, thinking of Eloqua Landing Pages as a CMS is a flawed idea. Don’t do it. Your CMS has a key set of functions as do Eloqua Landing Pages. They complement one another.
The primary purpose of Eloqua Landing Pages is as a Lead Capture tool. Your Landing Pages should look like your website/CMS, but present less information and focus people’s attention on the form. For example:
- Remove the top-line menu navigation typical to most websites. Perhaps move the Contact Us to the footer area of the landing page
- Don’t confuse the page visitor with links to blog articles, other products or services. Stay focussed on the offer and form conversion.
Push back on those who say, “But that’s the way we’ve always done it”.
Your website/CMS and Eloqua serve two very different purposes. Don’t let I.T. push you to use the CMS, give you timeframes of weeks and possibly thousands in internal cross-charging.
Move over I.T., we’ve got this covered.
Your Eloqua Landing Pages are live in minutes, can be edited in seconds and taken down in a heartbeat when a campaign ends or an offer expires.
Do you need a microsite for your next annual conference? It’s sitting there in Eloqua ready and waiting. Don’t outsource it. You have the Source (HTML) and Design (drag & drop) Editors to choose from. You can create whatever you want with your Eloqua Landing Pages.
Key benefits of Landing Pages
Globally, Eloqua users create many more Landing Pages than they do emails.
- Personalisation. Add Field Merges to Landing Pages as you do to emails.
- Dynamic Content. Shape your CX with personalised imagery & copy based on Contact & CDO data.
- YouTube/Vimeo embed. Don’t lose your buyers to endless cat videos on YouTube, focus their attention on your content.
- Pages live in minutes. With the aid of templates, you’re up & running much faster than you could with your CMS.
Eloqua Landing Pages offer a number of very specific advantages over your website/CMS.
When the discussion comes up, and the question is asked “Should we use the CMS or Eloqua Landing Pages?”, consider the following as a checklist for that discussion.
Qualifying questions to determine if your CMS can meet the demands of your campaign :
- Is the page/s required temporary in nature or campaign related?
- Will the CX be enhanced by the addition of personalisation to the page?
- Would the CX be enhanced with the ability to adjust imagery and copy based on the known profile of the page visitor?
- Do you see value in having a form pre-populate with the details of the visitor? It improves conversion rates BTW.
- Do we have limited time to get the page built?
- Are there internal charges from e.g. I.T. to build the page on the CMS?
- Do we require the ability to edit the pages during the course of the campaign? e.g. adding or removing content based on campaign targets or details around the primary call to action/offer?
- Do we need the ability to bring the page/s down in a heartbeat? e.g. at 10:45 pm on a Sunday night?
If you answered Yes to any or all of the above…
You should seriously consider Eloqua Landing Pages as the answer.
A variety of use cases, various ways we see Eloqua Landing Pages used by customers.
- Lead capture. Deliver unique leads to the CRM.
- Thought Leadership. Don’t give your thought leadership away, gate your content.
- Event Registration. Deliver an on-brand & personalised experience every time.
- Preference Centres. Improve your CX by inviting buyers to share what interests them.
- Microsites. Temporary, specific & tailored sites for a range of purposes.
Take a look at these Eloqua Landing Pages, each with a specific purpose.
Each of these Landing Pages or Microsites (a series of Landing Pages grouped together via a common menu structure – specifically the Joint Campaign example) serves a specific purpose. Generally, they’re designed to be live for a limited period of time.
In 2020 we’re running a Webinar series with five webinars.
The purpose of this “splash page” is that it serves as a single place we can drive people to and contains links to each webinar that is yet to take place as well as past webinar replays.
CLICK HERE to view our 2019 “Lunch & Learn” webinar series replay microsite. An asset like this serves as a lead magnet and can be used in many future campaigns as long as the content remains relevant.
We use our CMS for all blogs, like this one you’re reading right now. However, this “blog post” was specifically written as part of our lead nurturing campaign for prospects.
The copy contains aspects of personalisation not possible using our CMS and has limited distractions so people can focus on the content.
This microsite served two purposes. Initially, it’s purpose was to serve as a registration page for an in-person event for Oracle Eloqua prospects. It had four pages. As you see the microsite today, it’s configured to serve the post-event resources for those who attended. Completion of the form provides access to webinar replays. COVID-19 caused this in-person event to become a webinar two weeks after the campaign went live.
Delivering a seamless CX is easy with Eloqua
The visual aspect of your assets plays a critical role in your campaign. Buyers should move seamlessly between emails, landing pages and your CMS with absolute confidence in how your brand presents itself. How your Eloqua assets ‘look’ is a big part of that experience. Two key considerations for your landing pages are CSS and SSL.
Alphabet (Google) has forced our hand, you need to add SSL certificates to your Eloqua instance.
SSL is a security layer added to your CMS or Eloqua Landing Pages that ensures the data entered into the form ONLY goes to the intended database/server.
It means that hackers can’t put nasty code on a page and, for example, capture all details entered into a form. This type of security is critical for e-commerce sites where credit card details are being provided by a buyer.
However, Google/Alphabet has applied this requirement to all websites, even websites that don’t have a single form.
In a nutshell, you need SSL on your Eloqua Landing Pages. Contact our Support Team for details.
By adding CSS (Cascading Style Sheets) from your website to Eloqua, you’re now easily on-brand.
There will be a little additional coding (CSS/HTML) required to provide Eloqua with the instructions it needs to ensure your Eloqua Landing Pages present Eloqua assets e.g. buttons, forms, form fields, drop-down picklists etc. to look the same as your CMS/website.
Once this is done, you don’t have to think about it again until you go through a “brand refresh”. Our Oracle Eloqua certified support team can assist you with these requirements.
Our Support Team can save you time and do it right the first time. Contact Us today for assistance.
Release 20B brings a range of enhancements to the Design Editors.
Release 20B could almost be referred to as a “Bumper” release. With the new Blocks feature, the ability to “Hide on Mobile”, the updated YouTube/Vimeo App as well as the ability archive Forms, each is a game-changer in it’s own way.
Each of these enhancements delivers value for the end-user. They are covered in more detail towards the end of the webinar.
“Blocks” will deliver a new experience in the way you build your emails & landing pages.
For organisations of all sizes, blocks will help speed email build time and deliver greater brand consistency. Careful consideration needs to be given to the use of Blocks, you don’t want to end up with 130 blocks in your library by July this year, with most never being used twice.
We’ll cover this in more detail during the May 2020 user group. Registration will be open next week.
What’s the difference between Blocks & Shared Content?
Initially, you might see Blocks as a new Shared Content, don’t make that mistake. Both are unique and offer different functions. Whereas Shared Content is a single asset and when added to emails or landing pages, nothing changes. Or, if you do make changes, those changes apply to every location Shared Content has been used.
Blocks are pre-built assets that can be added to emails or landing pages. However, once you add them you sever the connection from the master. Based on permissions granted to users from the Blocks Administrator, users can adjust copy, swap images, changes URL’s behind buttons etc.
Blocks will be a game-changing feature for this Eloqua client
“Blocks will be a game-changing feature for us, not only will it improve our brand consistency across the board. It will also really help to speed up our onboarding process for new users as they can now quickly build emails using a combination of blocks to form their emails and landing pages.”
Dan – Marketing Automation Specialist & Eloqua Administrator
Auckland, New Zealand
Working with the Eloqua Product Marketing team, we secured BETA access to Blocks for Dan and his team. Over the past 6-8 weeks he’s been developing Blocks and is keen to have Blocks roll out to the entire user community by mid-May 2020.
Blocks will change the way your Eloqua user community builds their emails.
Q&A – Your questions answered
“Hey Derek. What kind of apps are best for Event registrations based on what other users use?”
-Samantha, Toowoomba, QLD, Australia
The answer to your question may require a few more questions. For example:
- Are you just after ticketing?
- Is there a need for e-commerce e.g. are you selling tickets?
- Do you have a need to manage venue capacity?
- Do you require the ticketing data to flow into Eloqua e.g. to a Custom Data Object?
While Eloqua can easily manage event registration, the general reason we see clients looking at “Event” apps is that their needs sometimes extend beyond event registration.
If there’s no need for e-commerce, don’t underestimate Eloqua’s native/out-of-the-box ability to manage the entire event registration process.
Apps like CVENT are Eventbrite are popular. In addition, if you have a chosen Event Management application you use and it’s cloud-based, there’s every chance Marketing Cube could assist you to build an integration.
“Do you confirm registration details on the landing page – given you can use merge field to personalise the date/time based on the form submission or is it best practice to confirm via email confirmation to prevent competitor registration?”
-Helen, Heidelberg West, VIC, Australia
Preventing competitors from registering for your webinars, events or downloading your content is difficult. If they’re using their work email address, that can be blocked by Eloqua.
However, if they’re using e.g. a GMAIL account, it’s next to impossible to prevent them from completing your forms.
If you wanted to place your high-value content and/or events behind a secure login, there is an Eloqua Add-on called “Authenticated Microsites” that you can invest in to allow you to do that.
At least that way you can vet requests for access and deny those who use a free web-based email account if you wish.
“How can we personalise the content of the landing pages, i.e. have a paragraph of text depending on which segment they’re in?”
-Tim, Surry Hills, Australia
We clarified during the live webinar that Tim was referring to e.g. Industry segments, not Eloqua Segments.
In which case, Dynamic Content is the answer.
“Dynamic content and field merges both use Oracle Eloqua data to determine the output of content. Field merges display Oracle Eloqua data directly, whereas dynamic content uses the data to determine which version of the content to display. It is also worth noting that field merges can be included in dynamic content.
Dynamic content is conditional. As you create alternate versions of content for an asset, you also set the criteria as to who sees which version of that content. The result is a more versatile asset, with fewer overall assets to manage in your library. Instead of sending out 5 different-yet-similar email advertisements to different groups, you can create 5 different versions of an advertisement and place it in one sent email, thus reducing file management and clutter.”*
*SOURCE: Eloqua Help Centre
“Hi Derek – might be a question for later, but is it possible to have a ‘secure’ LP on Eloqua? To give people confidence when inputting sensitive info…”
-Trudi, Auckland, New Zealand
Yes, SSL can and probably should be added to your Eloqua Landing Pages. An SSL certificate is required for each subdomain. For example:
- events.marketingcube.com.au &
are two subdomains or, in Eloqua “speak”, two microsites. Each will require an SSL certificate.