Landing pages are a B2B marketer’s bread and butter — the bottleneck you must master to capture lead information and convert website visitors into Pardot prospects.
Don’t have time to read the full guide right now? Download the B2B Marketer’s Guide to Pardot to read at your convenience.
Beyond courtesy, there are two primary reasons to create a thank you page:
Multivariate testing in Pardot is essentially like running multiple A/B tests in tandem. A/B testing, in a nutshell, is a way of comparing two variations of an element to see which performs better.
For example, you may run an A/B test to compare how button color affects conversion rate. You would publish two pages: one with a yellow button and one with a blue button, with users randomly landing on each version. We would then compare the results and determine which one is better.
With Pardot, there is a very clean process to test these pages. Your visitors are cookied and will only ever see one version of that specific page. Pardot will test all the page variations and determine what the best version of the page is.
It does involve more work, since you have to make a new version of the page for each variable you’re testing, and each version should still only be testing one variable. It’s more akin to running multiple A/B tests simultaneously than a true multivariate analysis.
As with all things digital marketing related, you should always focus on continuous improvement. These are tests you can run constantly to make sure you’re always improving. You can always build a better landing page.
Don’t have time to read the full guide right now? Download the B2B Marketer’s Guide to Pardot to read at your convenience.
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