Campaign-specific Eloqua Landing Pages will increase Form conversions
November Eloqua User Group Webinar
Image Credit: Photo by Dan Roizer on Unsplash
Overview
Globally, Eloqua users create more Landing Pages than they do emails. If you’re not using Landing Pages as a key component of your campaigns, you have to ask why.
We asked webinar attendees, “What’s your #1 objective for 2023?”
I was thrilled to see the use of first-party data to better tailor campaigns come out on top at 31.3%. Closely followed by the need to deliver an increased number of Marketing Qualified Leads (MQL’s) to the sales team.
These responses will help share future user groups, but also give you an idea of what your peers are seeing as a priority as we head into 2023.
Why this topic?
Eloqua Landing Pages are a great way to ensure that your campaign’s conversion goal is met.
Your website might not be the right place for prospects who get distracted by other content, but with Eloqua landing pages they’ll stay focused and interested in what you’re offering.
When combined with paid advertising campaigns as well as event marketing efforts – all Eloqua users can quickly build on-brand, fully responsive, HTML-free landing pages.
Poll responses are shown as a percentage of total responses.
want to use their first-party data to better tailor campaigns.
want to deliver an increased number of MQL’s to the sales team.
want to improve the personalisation of their campaigns.
see integrating Eloqua with their CRM as a #1 priroity.
The same number want to improve the integration between Eloqua & their CRM.
You’re only limited by your imagination
Your landing page should have one goal – conversion. From a lead perspective, this means you need people to complete and submit forms with your desired outcome being their contact information so that they can get in touch later on down the road when it comes time for them to do something about what brought them here first – buying!
No matter how many fields there may be on any given form or webpage (depending entirely upon what made sense based on input), Eloqua’s pre-population of known data values reduces clutter by requiring fewer responses during the conversion process.
Eloqua Dynamic Content and Field Merges are your two key tools to drive personalisation. It’s these two functional areas of Eloqua that are often why the decision is made to produce campaign content in Eloqua and not on a CMS.
Common use cases we see clients using Eloqua Landing Pages
- Lead Capture: From advertising, online or offline
- Event Registration: Deliver an on-brand & personalised experience every time.
- Microsites for Content: A place to present thought leadership or video content e.g. webinar replays. Click here to see how we combined a 3 episode series of Eloqua User Group webinars into a microsite for people to access.
- Post Event Surveys is another great use for Eloqua Landing Pages
- Thought Leadership: Don’t give your thought leadership away, select appropriate content to gate.
- Preference Centres: Improve your CX by inviting buyers to share what interests them.
- Microsites: Temporary, specific & tailored sites for a range of purposes.
Your Landing Pages can look the same as your CMS
A little CSS (Cascading Style Sheets) magic can be added to your Eloqua Landing Pages to mimic your CMS.
CSS is the process your CMS uses to look the way it does. The assignment of fonts, font sizes & colours to H1, H2, H3 etc are drawn from your CSS. The way buttons look, how Forms present themselves etc is all drawn from the CSS.
In general, you probably want your Landing Pages to look identical in many ways, but perhaps not in every way.
Why we chose Eloqua Landing Pages over our CMS/website
3 use cases for Eloqua Landing Pages
We could have used our CMS to present the content on these landing pages. We’ve explained below why we chose to use Eloqua Landing Pages instead.
Morph Webinar Series registration assets into a webinar replay library.
We chose to use Eloqua Landing Pages for a few reasons:
- Smarter forms make signing up for live webinars easier for our audience and capture better-quality first-party data.
- As each webinar in this 5-part series passed, we altered the call-to-action button to say “Access the Replay”.
- If you had reached this page in February 2020, you would have seen a form to register for the series and then just headlines and bullet points for the remaining webinars.
- Once the series was complete, we’re left with a lead capture asset built and ready to be used in various campaigns.
Presenting thought Leadership to a targeted audience.
This page and its’ content serve a very specific requirement. Access to this page is generally restricted to people progressing through our top-of-funnel lead nurturing campaign.
It’s topical based on the content delivered to those making their way through our nurturing campaign.
We all know email “opens” are really a vanity metric, it’s really all about the click.
It’s not gated, campaign members can reach it with a single click.
Notice there are opportunities for people to access additional gated content on the page.
A joint campaign with a business partner, co-branded & more.
This was a joint campaign hosted with Oracle which meant both organisations directed prospective registrants to this one registration page.
The Eloqua Form played a critical role in what happened once people registered for the webinar.
Confirmation emails were co-branded.
However, reminder and post-event communications came from either an Oracle or Marketing Cube salesperson.
Notice the navigation below the hero image “Registration” and “Speakers”.
This creates the illusion of a single page, however, it’s not…
Do you have any questions about these examples?
Achieve greater personalisation with Field Merges & Dynamic Content across both editors.
Personalisation takes on two forms, one where you display specific data e.g. The First Name Contact field contains “Derek”. So you can begin your email or landing page with “Hello Derek”.
The other is where you use known data to Segment your target audience or to drive Dynamic Content. e.g. Derek’s Contact contains the value of “Germany” in the Country Contact field. This allows you to create a Segment of just Contacts based in “Germany”. You could also use the Country field value to display appropriate imagery, perhaps a banner on a landing page of the Berlin skyline.
Don’t put the “cart before the horse”
We’re all guilty of wanting to “play” with the technology and use a particular feature because it’s “cool”.
The smarter approach is to build your audience based on both profile and engagement data.
From there, you can take a closer look at the data. From Segments, you can “View Contacts” and adjust the Contact View to get a clearer view of the actual data you have.
By looking at the data you can then determine how Eloqua can help you present a more personalised experience.
For example…
You may have a segment of 2,000 Contacts. When you look closely at the data you see the following Industry breakdown:
- 850 Contacts in Financial Services
- 340 Contacts in Higher Education
- 2 Contact in Mining
- 808 Contacts in a variety of other industries
If I had the above numbers, I would most likely create specific content for Financial Services and Higher Education contacts and “default” content for the remaining group.
Eloqua asset templates are your best friend if you want to quickly, easily & consistently create on-brand assets.
Templates also help you deliver a far more consistent experience for your audience. In addition, they save time and help newer Eloqua users get up to speed faster.
Use the ‘Preview’ function to confirm your personalisation is displaying as expected.
“Eloqua provides a rich suite of tools that you can use to build, preview, and test your landing pages before you publish them.
The preview feature lets you view your page as your contacts will see it, including any field merges and dynamic or cloud content. [This is not something that’s available in many similar platforms]
This way, you can be sure that the personalisation features you’ve used in your landing pages will display properly when a contact visits the landing page.
The preview window also lets you view the asset as it will display in a desktop/laptop browser, on a tablet, or on a smartphone, letting you test responsiveness across device types.”*
What’s new? What’s coming soon?
Release 22D is the fourth and final release for 2022. Release 23A is due in February 2023. Release 22D delivered a range of new Insight reports to help you better understand your overall database growth and the impact of Auto Opens and Clicks. The Contact Field Analysis report helps you determine the quantity of your data completion.
Release Highlights
- 3 new Oracle Insight reports have been to help you better analyse your data.
- A “Home” Option was added to the navigation menu in Dashboards to help you move back and forth more easily.
- Salesforce App integration users can configure the App import to automatically split a very long value of Salesforce Account object Billing Address into multiple Eloqua Account object Address fields.
- Cisco has launched an updated Webex App that supports Cisco’s new Webex Webinar offering. It also supports all functions of the existing (classic) Webex Meeting and Events app.
- With 22D, the EloquaService SOAP API will be deleted. As a reminder, support for the EloquaService SOAP API ended on April 1st, 2017.
What do our clients say?
“A massive THANK YOU for all of your amazing efforts with the successful marketing automation program for Open Day.
The day was a huge success and your work played a critical role in not only driving registrations but also with on the day attendance.
Well done ☺
Thanks again Marketing Cube for continuing to demonstrate what a valuable partner you are to VU.”
– Claire | Director, Brand & Marketing | Victoria University | Australia
And that’s a wrap for 2022, we’ll see you again in February 2023.
Thank you for your support in 2022.
We hosted 20 Eloqua User Group webinars this year. With LIVE webinars catering to the AsiaPac region along with a second monthly LIVE webinar for the Americas, Europe, the Middle East and Africa – EMEA.
We closed out the year with 1,100+ active subscribers, hundreds of whom joined us LIVE with others accessing replays from our blog.
It’s summertime “down under”, so we’re taking a break from the User Group in December & January. The office is open across this period and the next Eloqua User Group with be held on Valentine’s Day for the AsiaPac region and then on February 15th for the Americas & EMEA.
Subscribers will receive details prior to the end of this year.
Marketing Automation Agency Services
Since 2007, Marketing Cube has been a trusted partner for marketing automation clients, specialising in Eloqua. In 2018, we expanded our expertise to include services for Salesforce Marketing Cloud clients. Our team excels at implementing your chosen platform and providing comprehensive agency services.
With a track record of assisting nearly 150 customers across diverse industries and geographies, we offer traditional application support and efficient help desk services.
If you’re seeking agency services, such as strategic guidance, end-user coaching, training, campaign support, and more for Oracle CX Marketing or Salesforce Marketing Cloud, reach out to us today to discuss how we can best assist you.
