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*Instapages are for conversion-focused campaigns where the user is asked to perform one action. OR where a website page cannot be used for a campaign, such as in Customer Marketing initiatives. |
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This is a Marketing Operations-specific request to review an Instapage. Separate requests should be submitted for emails, website forms, any creative needed, etc. |
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Start this process at least 14 business days before the launch date.
Campaign Owner page creation - 5 days
Stakeholder review via email - 2 days
Email/Digital teams QA - 7 days
Campaign Owner final updates - 2 days
Other SLAs that may need to be considered
Requesting a new template from UX team - additional 7 days
Review of Updated existing template - additional 3 dayssame day or next day
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Pre-Approved Templates
Templates are created in collaboration with the UX team based on previous high-performing landing pages and will be reviewed and optimized periodically.
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Requesting New Templates and Modifying Existing Templates:
Brand New Template - Should you need a template that doesn’t exist, submit a Jira ticket here to request one from the UX team. Include as much detail in your request as possible, including wireframes, images, and goals of the page. Add 7 business days for UX to create a new template to your timeline.
Modifying Existing Templates - The UX team must review and approve any changes you'd like to make to an existing template using the same Jira ticket here. Add 3 business days for UX review to your timeline. Quick reviews and approvals can be done by sending a Teams message to Bethany Coats, UX Research Manager, or someone on her team (use the org chart to find someone). They usually respond the same day.
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Step-by-Step Instapage Creation Process & Timeline
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Campaign owners should consider Instapages as part of their campaign plans, and as such, they should be included on the campaign calendar with a corresponding launch date.
Messaging on the page should align with campaign plans and all creative assets used to promote Instapage (including digital ads, emails, etc.).To request email, digital ads, etc. to promote Instapage, follow Airtable submission process and SLAs.
Step 2: Draft Instapage
A goal must be identified for the Instapage in the campaign planning process. The goal of the page will determine the template you choose.
Step 2: Draft Instapage
Timeline: 14 days before the campaign launch
Campaign owner [Demand Generation/Customer Marketing/Partner Marketing] drafts Instapage using pre-approved templates listed above.
Draft should include landing page copy, links, CTAs/buttons, images, form placement, etc.
Any changes to the design on a template must be reviewed and approved by the B2C UX team. Three business days should be added to the SLA. To get changes reviewed and approved, submit a Jira ticket here
The Campaign Owner checklist is completed, except for Publishing.
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Timeline: 7 days before launch
Create parent campaign for Instapage in salesforce to include in your QA ticket.
Campaign owner submits "Pardot Form & Instapage QA" Airtable Ticket for Email/Digital.
In the ticketcreates an “Instapage QA” Issue directly from the Create button on the Marketing Operations project board.
Use your SFDC Campaign name for the Summary name
In the Description, include the following information (copy and paste list below, modify as needed):
Type of form needed - Gated Asset Download, Event Registration, or Demo Request
Whether you need any additional form fields beyond standard fields
Title that appears should appear on the form - e.g., Register for Impact: Culture 2024, Contact Us Today, etc.
The button CTA text - e.g., Get Started, Download Now, Contact Us, etc.
Instapage preview/comment link.
Additional UTMs needed.
By default, any Demo link (e.g., https://www.relias.com/get-started-demo) on an Instapage (a link going from Instapage to the relias.com/get-started demo page) should use the following utms:
“utm_source=instapage&utm_medium=referral&utm_campaign=[18 digit ID]“
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This is what an ideal ticket submission might look like: |
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Email Ops should create this UTM string and provide to requestor; requestor should confirm during final review that UTMs have been provided and updated accordingly
UTMs for any other link(s) need to be created/added by the requestor/owner of the instapage
There is a designated field for the Instapage preview/comment link in the form
Step 5: Email Ops and Digital Teams Perform Their Own QA Review
Timeline: 7 days before launch
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Campaign owner updates the HTML / Instapage iframe with new Pardot form.
Campaign owner tests the form submission on live page, using test UTMs, to verify UTM capture on the Pardot forms is working and leads are added to campaigns as expected.
Second QA review is not needed after changes to to the page have been made and the form has been tested.
Step 7: Publish Instapage
Timeline: 1 day before launch
Campaign Owner publishes page, referencing page
How to publish a page - Campaign Owner QA checklist-Publishing the Page
For future reference, the Email Ops team will add the published Instapage URL to the SFDC form campaign
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Campaign owner is responsible for unpublishing/optimizing the page as necessary
There is an option to schedule your page to unpublish on a specific date. You will be offered this option at the time of publishing.
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Campaign owner should review active Instapages every 3 months to optimize or unpublish when no longer needed. Frequency of Instapage reviews may depend on campaign feedback, results, change in directionstrategy, etc. |
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Frequently Asked Questions
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