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?
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?
- 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.