This document provides information on creating and optimizing landing pages in Pardot. Some key points covered include: - Landing pages allow capturing prospect information without IT involvement through placing a form - The layout template and landing page builder tools can be used to design pages without HTML knowledge - CNAME and vanity URLs, multivariate testing, and analytics can help optimize landing page performance - Best practices include keeping pages focused on the offer and minimizing distractions from the core message

1. Partner Certification -
Bronze
Landing Pages

2. Creating a Landing Page
• Landing pages are a great way to create
content specific pages without the need of IT’s
involvement
• Place a form on the landing page to capture
information on the prospect
• Use on PPC campaigns, Whitepaper offers,
and other content specific pages

3. Using the Layout Template
• Use your own HTML to have the look and feel of the
landing page to look like your website or design
• Create the page however you wish and place %
%content%% where you wish for the form to display
• To have the title of the page displayed in the <h1>, use
%%title%% as the variable tag
• When creating the landing page in the wizard, any text
that you wish to have displayed above the form to
introduce the offer or page, place in the opening
general content

4. Using the Landing Page
Builder
• Allows you to use the drag and drop builder to create
the landing page to your specifications
• No HTML knowledge is needed to create this page, just
drag, drop and go!
• Embed YouTube and other scripts using the script icon
and Pardot will show embedded content
• Use the redirect checkbox to show a different thank
you content than was decided on the form level – allows
you to use the same form on multiple landing pages

5. Cname/Vanity URLs
• Cname will allow the URL of your Pardot landing page to
look like your domain
• Domain will appear as www2., go., web., etc
• Google Adwords will not approve ads pointing to landing pages
until Cname has been set up
• If Cname is not set up, URL will appear as go.pardot.com/…
• If Enterprise or higher, you can set a vanity URL for
landing page
• Allows for custom ending after /
• For example: www2.yoursite.com/vanityURL
• Group and professional edition will have URL set by the system

6. Multivariate Test
• Can be set up in Marketing >> Landing Pages >> Multivariate
Test
• Allows for A/B testing for landing pages to compare
different designs or layouts
• Set the percentage the landing page is shown compared to
other pages in the test
• Pardot will remember which page the viewer sees and will
show the same page to them if they return
• Pardot reporting will show the reporting on both pages and
which page is performing better

7. Landing Pages Facts
• For SEO purposes, the first step of the landing page
wizard will allow you to:
• Give the landing page a title to show on search engines
• Give the landing page a description for <meta> data
• Hide the landing page from being indexed by search engines
• When a landing page is created, Pardot will give two links
– normal URL and bit.ly url for social media
• If multiple PPC sources are pointing to the same landing
page, use a custom redirect to identify the different
sources

8. Embedding external
content
• Pardot allows you to embed external content like
YouTube videos to be shown on Pardot hosted landing
pages
• If using the landing page builder, just use the javascript
button and embed where you would like the video to
show
• If using the layout template, embed the video in the
HTML where you would like the video to show
• If you wish to show the video on the thank you content

9. Landing Page Best
•
Practices
Keep your landing pages precise to what the viewer is
after, do not confuse them with a lot of images and other
items
• Keep links allowing them to exit the landing page to a
minimum, this will allow for more conversions. Give links
after they complete the form
• Send an email with the content you are offering, this will
force people to give real information more often and less
Mickey Mouse’s
• Don’t be afraid to place a form on the page. If this is a

10. Landing Page Reporting
• If you are using a form on the landing page, reporting will be
on the landing page level
• This allows for the form to be used on multiple landing pages and
not skew the data
• Report will show the number of views, completions and
conversions
• Google Adwords report will show the number of clicks and
how many converted to become prospects
• If using salesforce.com or SugarCRM, you will be able to see how
many later became opportunities and increased ROI
• Multivariate report will compare how the test fared with one

11. End of Landing Page
Course
• You have reached the end of the landing page
course
• You will now take a test of what you have
learned. You must score greater than 85% to
pass this portion of the test
• Good luck!