Why Use Pardot Landing Pages Instead of a Website CMS?
Landing Pages • Account Engagement
Landing pages are a fundamental tool for marketers and Marketing Cloud Account Engagement (formerly Pardot) provides the ability to build these directly within your account. But …
1) Reporting:
– Pardot landing pages provide detailed reporting functionalities within Salesforce.
– Activities on Pardot landing pages are reportable in Salesforce Campaigns.
– Native reports in Pardot provide insights on error rates, conversion rates, views, and more.
– B2B Marketing Analytics (B2BMA) offers advantages for tracking performance.
2) Customer Journey:
– Pardot landing pages allow for influencing the customer journey through Automation Rules, Engagement Studios, and segmentation.
– Pardot landing pages enable actions based on who viewed or submitted a landing page.
– Dynamic lists of prospects who viewed the landing page but did not submit the form can be created.
– CMS landing pages may have similar features but are not as seamless or easy to set up for customer journeys.
3) SEO:
– CMS landing pages may have greater SEO benefits due to the clout of the top-level website domain.
– Pardot landing pages exist on a subdomain, potentially diluting SEO.
– Pardot landing pages require coding to SEO best practices for optimal ranking.
– Traditional CMS pages may be preferred for high-priority landing pages to be found in search engines.
4) A/B Testing:
– A/B testing is easier to conduct on CMS landing pages with third-party plugins.
– Pardot landing pages may require additional tools or plugins for conducting A/B testing.
– A/B testing helps optimize pages by testing design or content differences.
– Testing CTAs on a demo sign-up page can improve conversions.
5) Overall Considerations:
– Pardot landing pages have an edge for detailed reporting within Salesforce.
– Pardot landing pages offer more control over the customer journey.
– CMS landing pages may have greater SEO benefits and easier A/B testing.
– Each platform has its own strengths and should be chosen based on specific priorities and requirements.
– Pardot landing pages and CMS landing pages can both be effective in their own ways.
You can read it here: https://go.alexandreruiz.com/pardotcontent/why-use-pardot-landing-pages-instead-of-a-website-cms-
Source from marcloudconsulting-dot-com