How does Salesforce Marketing Cloud landing pages work?

Create and organize all your web content in CloudPages in Web Studio

Web Studio let you collect customer data and create personalised content for landing pages, microsites and mobile apps. From here you will be able to create and manage all your web content and publish it across the web or your mobile apps. Moreover, you will be able to easily integrate your landing pages into your customer journeys.

A landing page can have static content, linked from an add with predefined set of products or information, or personalized content, linked from an email. Sending customers to dynamic landing pages can lead to better user experience and higher conversions. Landing pages can also be good for providing your subscribers with more information that can fit an email. Use landing pages for referential information, transactional processing or for different marketing purposes:

• Increase email opt-in and capture audience preferences
• Share an offer on preselected items
• Offer a giveaway of free trial and obtain customer data/conversion
• Give interesting information about your products/service
• Offer a tutorial with video content
• Show dynamic content like recommendations for better conversions

When creating your content for your landing pages, you can either choose to use the Classic Editor or the Content Builder Editor. Using Content Builder, you will be able to choose among different layouts to help you organize your content. Beside of static or dynamic content blocks, you can also add a block for your subscription. Also remember to add a submission response message. When you are done, you will able to preview how the landing page will look like both on desktop and on mobile device. Additionally, with subscriber lists, you will be able to preview the dynamic content of your page.

Customer success story – ADP

For a company like Adp that provides HR services and have 600 000+ customers, the key is to maintain strong relationship with their users. That’s why it is important that all employees have easy access to all customer information. Today they build more than 400 web and landing pages, so new information is continuously imported into Salesforce. 

Personalize more than ever before

If you have been reading our previous articles on Dynamic Content and Customer Journeys, you will now have the whole picture of how to personalise content across channels with customer journeys. From creating and triggering a personalised email to creating a dynamic landing page based on the subscriber attributes.