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Managing landing pages

NOTE: The landing pages feature is part of Ektron's marketing suite.

A landing page should accomplish a singular conversion goal of your marketing campaign, such as getting the contact information of your MQLMarketing Qualified Lead; someone who is more likely to become a customer versus others who are "browsing but not buying." MQLs can be identified through analysis of activity data.. A page layout should be concise, avoid scrolling, and keep important information near the top. You typically create a landing page before a CTACall to action; a user interface element that prompts a site visitor to touch or click it to proceed on a path toward conversion from site visitor to customer. For example, links that say "For more information...," "Add to cart," or "Buy now." because you will link the CTA to the landing page.

Launch the landing page app by clicking on the icon. Click Landing Pages in the toolbar to see the list of available landing pages. Using the pulldown menus on the list page, you can sort the list by type of data (date modified, title, status, date created, and first or last name of the last person to edit the page) or by order (ascending or descending ). Each landing page list item has a toolbar that lets you perform actions on the item.

Creating a landing page

Best Practices

Before you create a landing page, an administrator should set up the forms you will use, and map the form fields using DXH. For information about setting these up, see the following sections.

To create a landing page, click Landing Pages in the toolbar, then click Create New Landing Page. The new landing page form appears.

  1. Collaborate and Plan

    • Landing Page Name. Identify your landing page.
    • Success Criteria. Specify what this landing page should accomplish so that you can assess its effectiveness through analysis.
    • Notes. Specify information (up to 160 characters) that will show up on the landing page list with this landing page. (You can specify as much information as you want, but up-to-160 characters are displayed in the landing page list.)
  2. Update Web Address for Customers (Instead of Computers)

    • Create a customer-friendly Web address for the landing page. You also can choose the default address that is based on the landing page name, and is already loaded in the field.
  3. Select Layout

    • Layout Images. Choose from the available layouts by clicking on the template image. Ektron provides a Basic and Advanced template that you can modify.

      You can create your own landing page templates with PageBuilder and display it in the template list. See Setting up a landing page layout. For additional information, see Creating Web pages with PageBuilder.

      • Form Center. A visitor data form appears below the content.
      • Form Left. A visitor data form appears to the left of the content.
      • Form Right. A visitor data form appears to the right of the content.
      • Menu with Form. A visitor data form appears below a menu bar and above a footer on the page.
    • Form template. Choose one of the following. See also Editing the properties of a landing page.
      • Basic Form Template. The data capture form has First Name, Last Name, and Email Address.

      • Advanced Form Template. The data capture form has First Name, Last Name, Email Address, Company Name, Phone Number, City, State/Province, and Zip/Postal Code.

      • Form Title. Specify the title of the data capture form.
      • Button Text. Specify text to appear on the data capture form button (Get the eBook, Start the Webinar!, and so on).
  4. Select Form Template

    IMPORTANT: The following fields are hidden fields that let you collect data for Google Analytics. They do not appear on the landing page. After you have created a landing page, you cannot change the campaign attributes by editing the properties screen. However, you can modify (or add) these values from the landing page by editing the Form Block of the data capture form.

    • Campaign ID. Enter an identifier that associates the data capture form with a campaign. The ID determines which CTA was used to access this landing page, which helps you determine the best CTAs to use. If you leave it blank, the default ID is CampaignIdA1.

      NOTE: If you are using Salesforce with DXH, this field becomes a drop-down selector from which you can choose an available campaign. Each form can have its own set of campaign options based on what each has been mapped to.

    • with Campaign Member Status. This field appears only if you are using Salesforce with DXH. The drop-down shows the statuses established in the Salesforce account for a selected Campaign ID. It has a Cache Refresh time of 10 minutes. That is, if the end user edits a campaign in Salesforce and adds a new member status, it will get reflected in the new drop-down within 10 minutes.

      IMPORTANT: The following attributes are used by search engines for analytics and are replaced when a user comes from a call to action.

    • Campaign Source. Enter a search engine, newsletter name, or other source.
    • Campaign Term. Enter keywords for this landing page.
    • Campaign Content. Enter an identifier that differentiates ads or links that point to the same URL. (Used for A/B testing and content-targeted ads.)
    • Campaign Name. Enter a name for a specific product promotion or strategic campaign.
  5. Thank You Page
    • Create Page. Choose this option to create a new Thank You page. The page is created, associated with the landing page, and accessed from the landing page list.
    • Link to Page. Choose this option to specify a URLUniversal Resource Locator to an existing page.

    If you choose Link to Page, select an existing thank you page, or specify a path to a custom thank you page. See also: Editing an existing Thank You page and Creating a custom Thank You page.

  6. Click Save to save the landing page properties. Click Save & Go to Page to edit (and publish) the landing page.

    IMPORTANT: If you click Save & Go to Page, the page appears in a new window, unless you have pop-ups blocked. If the page does not appear in the new window, check your browser's security settings and allow pop-ups for Ektron sites.

After the page is created, it appears in the landing Page list. You can change its specifications by clicking Edit Properties.

Editing a landing page

There are 3 aspects to editing a landing page.

Tips

  • Keep important information high and avoid scrolling.
  • Keep information brief and focused. Avoid overloading the reader.
  • Represent your brand (logo) consistently
  • Make your landing page consistent with your call to action so that a site visitor correlates the CTA to the landing page.
  • The Thank You (or response) page reinforces the site visitor's action. You can place additional CTAs on the Thank You page.

Editing the properties of a landing page

To edit the properties of a landing page, click Edit Properties on the Landing Page list page.

The properties of a landing page are described in Creating a landing page. Because of the set up that occurs when you create a landing page, if you edit a landing page or its properties, be aware of the following effects.

  • If you want to change the Layout of a landing page (from Form Center to Form Left, for example), you will have to re-edit your landing page because the PageBuilder format cannot be automatically re-adjusted; you must do this manually. Any widgets that you have already placed on the landing page will be moved to column 1 where you can place them again on the modified landing page.
  • After you create a landing page, you cannot change the campaign attributes from the properties screen. However, you can modify (or add) these values from the landing page by editing the form template of the data capture form.

Editing content on a landing page

  1. Swipe Switch to Edit. Content view is the default, and the editable fields appear in the window.
  2. Hover over an editable area and click the menu (). An action box appears.
    • Edit in Context (where available) lets you modify the content on the screen. When done, click Save ().
    • Edit opens a content editor where you can add information such as summary, metadata, publishing schedule and so on. When done, click Publish.

Editing a PageBuilder template for a landing page or Thank You page

These instructions apply to landing pages and thank you pages.

  1. Swipe Switch to Edit. The editable fields appear in the window.
  2. Click Design. The PageBuilder menu appears.
  3. Choose Page Action > File > Edit. The page components become editable. For example, you can move a form from column 1 to column 2, or place widgets on the page. For information about widgets, see the Creating and using widgets.
  4. When finished, click Publish in the PageBuilder menu.

    See Setting up a landing page layout if you want to create additional landing page layout (you need administrator permissions). For information about PageBuilder, see Creating Web pages with PageBuilder.

Editing an existing Thank You page

A confirmation page (Thank You) reinforces the action that the user took. You can place additional CTAs on the confirmation page such as a way to share the experience with social media. Ektron provides a default Thank You page that you can edit.

  1. On the landing page list, click Go To Thank You Page for its associated landing page. The Thank You page appears.
  2. To edit the page, swipe Switch to Edit, and click on Content.
  3. Hover over an editable area and click the menu (). An action box appears.
  4. Choose Edit in Context (or Edit).
    • Edit in Context (where available) lets you modify the content on the screen. When done, click Save ().
    • Edit opens a content editor where you can add information such as summary, metadata, publishing schedule and so on. When done, click Publish.
  5. Make the modifications that you want and click Save () (from the File menu of the in-context editor).
  6. When you are finished editing the page components, choose Page Action > File > Save > Publish from the PageBuilder menu.

Creating a custom Thank You page

  1. Choose Campaign Management from the Ektron app launcher.
  2. Click Landing Pages. The landing page list appears.
  3. Choose any landing page and click on Go To Thank You Page. The thank you page appears.

    NOTE: You can create a new thank you page from a landing page, but you can add a custom thank you page to the Link to Page drop-down list only when you create a page from an existing thank you page. If you create a thank you page from a landing page, you will need the URL to enter into the Link to Page field.

  4. Swipe Switch to Edit and click Design. The PageBuilder menu appears.
  5. Choose Page Action > File > New Page. The Add New Page wizard appears.
  6. Click Next (accepting the default template).
  7. Enter a Title. An alias is automatically entered from the title you give. You can change it.
  8. Select the slash (/) next to the Alias field and click Next.

  9. Optionally add Metadata and Summary information, then click Finish. The Add New Page confirmation screen appears.
  10. Click OK to go to the new page to start editing it. A new thank you page is completely blank.
  11. Swipe Switch to Edit and click Design.
  12. Modify the page, add widgets, and so on.
  13. When your editing is done, click PageBuilder > Page Action > File > Save > Publish. The custom thank you page appears in the Link to Page selection list when you create a new landing page.

If you created a thank you page from a landing page, use the URL from the created page and enter it into the Link to Page field.

Cloning a landing page

From the landing page list, click Clone to make a copy of a landing page. For example, if you have a series of webinars that follow a similar format, clone the webinar landing page and then modify a few fields to create a unique landing page.

Deleting a landing page

From the landing page list, click Delete remove an existing landing page. A confirmation dialog box appears.

Setting up landing pages as an administrator

Administrators have additional access and control to the landing page resources. For example, you may want to apply your own cascading style sheet (CSSCascading Style Sheet; sets the look and formatting of a markup language document.) to your site, or set up a DXH connection to collect your form data.

Setting up a landing page layout

Ektron provides several landing pages (Form Center, Form Left, Form Right, and Menu with Form). They are listed in the Select Layout section of the Create Landing Page screen. You can create additional landing pages to select for use, using the following procedure.

  1. Create a modified page.
    1. Open an existing landing page, swipe Switch to Edit and click Design.
    2. Choose PageBuilder > Page Action > New Page. The Add New Page wizard appears.

      NOTE: Creating Web pages with PageBuilder describes how to create new pages.

    3. Choose LandingPages/SharedTemplate/SharedLandingPage.aspx wireframe and click Next.
    4. Enter a title (for example, Home Page) for the new page and click Next.

      IMPORTANT: Each name must be unique. You cannot name your layout Form Center, Form Left, Form Right, or Menu with Form (with or without spaces) because these are the default layouts.

    5. Optionally enter additional data and click Finish. A dialog box appears asking if you want to go to the new page.
    6. Click OK to go to page. Home-Page.aspx is displayed.
    7. Swipe Switch to Edit and click Design.
    8. Note the Page ID on the PageBuilder > Properties screen.

    9. Go to PageBuilder > Page Action > File > Save and click Publish.
  2. Go to Workarea > Settings > Campaign Management > Manage Manifests. The Manage Manifest screen appears.

    NOTE: In the Workarea, a landing page layout has a manifest, which is a collection of page attributes that comprise the new landing page.

  3. Click Add Custom Manifest. The Create Manifest screen appears.

    • Manifest Name. Enter a unique name for the new manifest.
    • PageBuilder Id. Enter the ID of the new manifest. You can find it as follows:
      1. Go to your modified page and swipe Switch to Edit.
      2. Click Design.
      3. Choose PageBuilder > Properties and view the Page ID.

        NOTE: In the Workarea, the Page ID is the Content ID in the properties view.

  4. Click Save. The Manage Manifests screen appears with the new manifest. When a user creates a new landing page, the user can select the new layout from the Select Layout section of the Create Landing Page screen.

Applying a cascading style sheet

Applying a system-wide CSS

Ektron provides several system-wide CSSCascading Style Sheet; sets the look and formatting of a markup language document. options from which you can choose.

  1. Login to your Ektron website.
  2. Go to Workarea > Content > Folders > Blog Hub > Settings. The View Content screen appears in the right panel.
  3. Click Site Configuration in the right panel. The View Content "Site Configuration" screen appears in the right panel.
  4. Click Edit.
  5. In the Content tab, find the Theme drop down and select 1 of the themes (Default, Amelia, Cyborg, Flatly, Journal, United, or Custom). If you choose Custom, place your CSS file in d:\Sites\<YourSite>\content\bootstrap\Custom.
  6. Click Publish.
  7. Reload your website.

Applying a local CSS to your landing page and thank you page

You can apply a local CSSCascading Style Sheet; sets the look and formatting of a markup language document. to your site pages, overriding the system-wide CSS. If you have a specific CSS that you want to use, upload it to d:/Sites/<your_site>/<local_folder>. For example:

d:/Sites/YourSite/MyThankYou/
  MyThankYou.aspx
  MyThankYou.css
  MyThankYou.js
  MyThankYou.jps

Setting up a landing page alias prefix

When you create a landing page, the landing page Web address defaults to http://<your_website>/<name_of_landing_page>. In some cases, you may want to indicate in your URL that landing pages are in the same URL path. For example:

http://<your_website>/LP/<name_of_landing_page_001>
  ...
http://<your_website>/LP/<name_of_landing_page_00n>

Adding a prefix gives your URL more definition, and also lets you easily set up a redirect alias to a proxy service.

The following procedure shows how to set the prefix.

  1. Go to Workarea > Settings > Campaign Management > Settings. The Campaign Management Setting screen appears.
  2. Click Edit.
  3. Specify the values you want:
    1. Landing Pages Alias Prefix. Enter the prefix you want to show on the landing page Web address.
    2. Campaign Medium. Choose a medium that will indicate how a site visitor came through to your landing page.
      • website
      • email
      • cpc (cost-per-click)
      • banner
    3. Add. Enter a name to add to the Campaign Medium options and click Add.
  4. Click Save.

Setting up a data form

Ektron provides Basic and Advanced data forms. The forms contain the following information. You can modify these or create your own.

  • Basic Form Template. Form title, first name, last name, and email address.

  • Advanced Form Template. Form title, first name, last name, email address, company name, phone number, city, state/province, and ZIP/postal code.

Creating a form template from an existing form template

  1. Go to Workarea > Content > Folders > Campaigns > Form Templates.
  2. Instead of changing an existing template, create a copy by clicking on the Advanced Form Template template, then choose Action > Copy.
  3. Choose Action > Paste. The copied form template appears in the list as Advanced Form Template (1).
  4. Click on the new template name, and click Edit.
  5. Change the Title and modify the form. For example, enter Custom Form Template and remove several fields from the form so that only first name, last name, email address, and phone number appear on the form.

    IMPORTANT: If you create a drop-down list in the HTML form, the (case-sensitive) field values must match exactly when you map the external application's field values through DXH.

    NOTE: The following hidden fields do not display on the published form but collect Google Analytics:

    [CampaignIdA1]
[utm_source]
[utm_medium]
[utm_term]
[utm_content]
[utm_campaign]
[urlreferrer]
[calltoaction_id]
[calltoaction_title]

  6. Click Publish. The new template appears in the list.

Creating a new form template

  1. Go to Workarea > Content > Folders > Form Templates. The View Folder screen appears.
  2. Click New > HTML Form/Survey. The New Form wizard appears.

  3. Choose Contact Information and click Next. The Form Title Screen appears.

  4. Enter the title of the new data form template and description, then click Next. The Assign Task screen appears.

  5. You can assign a task to a person or group whenever the form is submitted. Click Next. The Response screen appears.

  6. Choose and edit a type of response, and click Next. The Setup Complete screen appears.

  7. Click Done. The Edit Content screen appears.

  8. Modify the template and click Publish.

    IMPORTANT: If you create a drop-down list in the HTML form, the (case-sensitive) field values must match exactly when you map the external application's field values through DXH.

  9. If you want to collect Google Analytics in your new form template, you must add the following hidden fields to it:
    [CampaignIdA1]
[utm_source]
[utm_medium]
[utm_term]
[utm_content]
[utm_campaign]
[urlreferrer]
[calltoaction_id]
[calltoaction_title]
    1. Go to Workarea > Content > Folders > Campaigns > Form Templates.
    2. Click on either the Basic Form Template or the Advanced Form Template, then click Edit. This example uses the Basic Form Template.
    3. Click on HTML () at the bottom of the screen to view the source code.
    4. Copy the highlighted section (perhaps to Notepad, for example).

      Here is unpacked code:

      <input name="CampaignId" ektdesignns_nodetype="element" 
  id="CampaignId" ektdesignns_caption="CampaignId" 
  ektdesignns_name="CampaignId" title="CampaignId" 
  readonly="readonly" value="[CampaignIdA1]" 
  class="design_textfield" type="hidden" />
      <input name="utm_source" ektdesignns_nodetype="element" 
  id="utm_source" ektdesignns_caption="utm_source" 
  ektdesignns_name="utm_source" title="utm_source" 
  readonly="readonly" value="[utm_source]" 
  class="design_textfield" type="hidden" />
      <input name="utm_medium" ektdesignns_nodetype="element" 
  id="utm_medium" ektdesignns_caption="utm_medium" 
  ektdesignns_name="utm_medium" title="utm_medium" 
  readonly="readonly" value="[utm_medium]" 
  class="design_textfield" type="hidden" />
      <input name="utm_term" ektdesignns_nodetype="element" 
  id="utm_term" ektdesignns_caption="utm_term" 
  ektdesignns_name="utm_term" title="utm_term" 
  readonly="readonly" value="[utm_term]" 
  class="design_textfield" type="hidden" />
      <input name="utm_content" ektdesignns_nodetype="element" 
  id="utm_content" ektdesignns_caption="utm_content" 
  ektdesignns_name="utm_content" title="utm_content" 
  readonly="readonly" value="[utm_content]" 
  class="design_textfield" type="hidden" />
      <input name="utm_campaign" ektdesignns_nodetype="element" 
  id="utm_campaign" ektdesignns_caption="utm_campaign" 
  ektdesignns_name="utm_campaign" title="utm_campaign" 
  readonly="readonly" value="[utm_campaign]" 
  class="design_textfield" type="hidden" />
      <input name="urlreferrer" ektdesignns_nodetype="element" 
  id="urlreferrer" ektdesignns_caption="urlreferrer" 
  ektdesignns_name="urlreferrer" title="urlreferrer" 
  readonly="readonly" value="[urlreferrer]" 
  class="design_textfield" type="hidden" />
      <input name="calltoaction_id" ektdesignns_nodetype="element" 
  id="calltoaction_id" ektdesignns_caption="calltoaction_id" 
  ektdesignns_name="calltoaction_id" title="calltoaction_id" 
  readonly="readonly" value="[calltoaction_id]" 
  class="design_textfield" type="hidden" />
      <input name="calltoaction_title" ektdesignns_nodetype="element" 
  id="calltoaction_title" ektdesignns_caption="calltoaction_title" 
  ektdesignns_name="calltoaction_title" title="calltoaction_title" 
  readonly="readonly" value="[calltoaction_title]" 
  class="design_textfield" type="hidden" />
    5. Close the form.
    6. Click on the form you created, then click Edit.
    7. Click on HTML () at the bottom of the screen to view the source code.
    8. Paste the copied code just before the </div> tag.
  10. To apply a CSSCascading Style Sheet; sets the look and formatting of a markup language document. theme, wrap the form code with the following tags:
    <div class="imhform btn-primary">
...
</div>

    NOTE: The default theme is imhform btn-primary, but you can insert your own CSS theme.

  11. Click Publish.

When you create a new landing page, you can select among the Form Template options, which includes the newly created forms as shown in the following image:

Setting up an inbound connection to collect the form data

Prerequisite 

This procedure requires the Digital Experience Hub (DXHDigital Experience Hub) to be already set up. For complete information about setting up and using DXH with Ektron, see Ektron Digital Experience Hub release notes.

Before your website forms can send you data, you must set up an inbound connection.

  1. Go to Workarea > Settings > Settings > Digital Experience Hub > Connections.

    The View All Digital Experience Hub Connections screen appears.

  2. Click Add Connections > Add Inbound Connection.

    The Add Inbound Connection screen appears.

    • Connection Name. Enter a unique name for this inbound connection. You should have 1 inbound connection for each site from where you want to collect data.
    • UserID. Enter the name of the user who will manage the data.
    • Password. Enter the password of the user who will manage the data.
    • Domain. Enter the domain name; leave blank if the domain is the same as the 1 you are on.
    • Site URL. Enter the site URL from which the data is collected.

  3. Click Test Connection. If the connection information passes the test, click Save Connection.

    The Connection is added to the View All Digital Experience Hub Connections screen.

Setting up a Salesforce connection to collect the form data

Prerequisite 

This procedure requires the Digital Experience Hub (DXHDigital Experience Hub) to be already set up. For complete information about setting up and using DXH with Ektron, see Ektron Digital Experience Hub release notes.

Before your website forms can send you data, you must set up an inbound connection.

  1. Go to Workarea > Settings > Settings > Digital Experience Hub > Connections. The View All Digital Experience Hub Connections screen appears.
  2. Click Add Connections > Add Salesforce Connection. The Add Salesforce Connection screen appears.
    • Connection Name. Enter a unique name for this inbound connection. You should have 1 inbound connection for each site from where you want to collect data.
    • Security Token. Enter (copy and paste) the identifier that Salesforce emailed to you.
    • Password. Enter the password of the user who will manage the data.

  3. Click Test Connection. If the connection information passes the test, click Save Connection. The Connection is added to the View All Digital Experience Hub Connections screen.

Mapping form data between DXH and an external application

Prerequisite

This procedure requires the Digital Experience Hub (DXHDigital Experience Hub) to be already set up. To set up and use DXH with Ektron, see Ektron Digital Experience Hub release notes. You should also have an inbound connection set up: see Setting up an inbound connection to collect the form data.

If you have DXH, you can map the Advanced and Basic Form Templates, and any other forms that you create (see Editing the properties of a landing page). After you map the fields for a template, DXH maintains the mappings for any landing page that you create that uses the mapped form template. (You do not need to map the fields again for new landing pages.)

  1. Go to Workarea > Content > Folder > Campaigns > Form Templates.
  2. Click the form. The View Form screen appears. For example, click on the Advanced Form template and note the DXH items on the screen.

  3. Click Map to DXH. The Map Form to the Digital Experience Hub dialog appears.

  4. Enter a unique and easy to recognize name in Name of this Mapping.
  5. In Digital Experience Hub Connection Name, select the connection to the external application. The form adjusts to the type of application you select. For example, if you choose a Salesforce campaign connection, a Salesforce Category field will appear. The following forms are supported:
    • Marketo Lead Management. Lead
    • Salesforce. Lead, Contact, Account
    • Microsoft Dynamics CRM. Lead, Contact, Account
    • HubSpot. Contact
  6. Click Next. The Map Required Form Fields screen appears. All required external fields appear in the left column. Use the drop-down in the right column to map one Ektron form field to each required field.

    IMPORTANT: The external application field's data type must match the Ektron form field.

  7. When you click Next, you can click Add another optional (application) field () to map other Ektron form fields to optional external fields.

    NOTE: For Salesforce campaigns, map the CampaignId field as shown in the following image. (Associated Campaigns is available only in the Lead and Contact categories of Salesforce.)

  8. When your mapping is complete, click Publish. The Form Mapping Completed screen appears.

  9. Click Test Form Mapping. A new form appears, showing fields that you mapped.
  10. Enter sample data into each field and click Test Mapping at the bottom of the form. You are notified if the sample data is valid.

    Test Form Mapping

    Test Form Mapping Success

  11. Click OK. The View Contents screen shows the DXH icon next to any forms that are mapped.

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