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Created Apr 21, 2020 by Brandon Lyon@brandon_lyonContributor9 of 11 tasks completed9/11 tasks

Create a new Marketo landing page template phase 1

@jgragnola @sbouchard1 FYI I've filed this issue to centralize the landing page requirements we've discussed on zoom, slack, and gathered from various issues.

Briefly describe the request

Create a Marketo landing page template for campaigns.

What team/dept/company initiatives does this relate to?

  • Marketing agility, modular pages via boring project

What problem(s) are we trying to solve? What are the goals?

  • (Primary) Make it easier for marketing to create landing pages.
  • Improve the cohesiveness of the user flow from ads all the way to downloads and PF experiences.
  • Improve the conversion rate of lead generation forms.
  • Align about.gitlab landing pages with Marketo landing pages.

Who is the audience?

  • (Primary) Users who want to learn more about a targeted subject.
  • Users who want to browse our content.

What are the measurable key performance indicators (KPI)?

  • Form submissions.

Please identify the directly responsible individual (DRI), stakeholders, and roles

Name Role
@jgragnola DRI
@sbouchard1 Conversion
@luke Design
@amy.waller Marketo
@mnguyen4 Ads
@shanerice Metrics
@sdaily Pathfactory
@wspillane Social

What are the must-haves modules?

  • Hero
  • Bullet list
  • Form
    • Before & after
  • Image to showcase a preview of the resource
  • Trusted by
  • Value (Pathfactory)
  • Meta title and opengraph copy.

What are the should-haves modules?

  • CTA header
    • On, off, auto-hide
  • Opengraph image
  • Free trial CTA
  • Social sharing (similar to webcasts)
  • Speaker module (near hero).
  • Event interest registration.

What are the could-have modules?

  • Calendar
  • Card list
  • Icon list
  • Paragraphs with floated image

Where do you expect traffic to come from?

  • Email
  • Ads
  • Social

If applicable, do you have any user journeys, prototypes, content/data?

  • Creating a responsive Marketo landing page template
  • Prior issue with mockups for implementing a Marketo landing page
  • Figma for cohhesive conversion paths
  • Jumpstart Figma file
  • Event template figma file
  • Event landing page template issue
  • Comparison pages Figma
  • https://about.gitlab.com/compare/github-actions-alternative/
  • https://about.gitlab.com/compare/jenkins-alternative/
  • https://about.gitlab.com/just-commit/lower-tco/
  • https://about.gitlab.com/solutions/aws/

Please create a checklist of deliverables in this phase

  • Create a responsive Marketo landing page template.
  • Identify and implement MVC toggleable and editable regions.
  • Review with stakeholders.
  • Ensure we have sufficient analytics for performance metrics.
    • Classnames.
    • Tracking tags (GTM).
    • Javascript events.
    • UTMs.
    • Pathfactory & email addresses.
  • Ensure opengraph data works as expected.
  • Check for mobile usability.
    • Finger-friendly touch interactions.
    • Mobile viewport meta tags are present and sized appropriately.
  • Browser / SPA icon.
  • Appropriate font-stack is used.
  • Ensure that the new look and feel aligns with upcoming ads & campaigns as well as past ones.
    • Example: DevSecOps campaign
  • Assess if the template is applicable to this template request
  • Create a followup issue for the next phase.

Saved for later phases

  • Document how to use the new template.
  • Preview of "what's inside"
  • Implement AB testing framework.
Edited May 22, 2020 by Brandon Lyon
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