*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.
This is a Marketing Operations-specific request to review an Instapage. Separate requests should be submitted for emails, website forms, any creative needed, etc.
SLAs
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 - same day or next day
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.
How to use templates:
In Instapage, there is a TEMPLATES folder. Expand to see all the available options.
To use a template:
Expand the folder to see all the available options.
Navigate to the three dots on the right for the template you want.
Select ‘Duplicate’ to create a copy of the template.
From the same three-dot menu, select “Rename” and use the naming convention for pages.
Select “Move to group” from the same three-dot menu and choose the appropriate folder. Folders are grouped and vertical.
Start editing the text, images, and links on your landing page.
Instapage Naming Conventions
Team | Vertical | Description
ex: PPC | REL | Healthcare Compliance Training - DEMO
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. 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.
Step-by-Step Instapage Creation Process & Timeline
Step 1: Add Instapage to Campaign Calendar
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.).
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.
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.
Step 3: Content Review
Timeline: 12 days before launch
Campaign owners are responsible for obtaining Instapage copy review and feedback from relevant stakeholders [Content Marketing/Product Marketing/Solutions Group/etc.] if needed.
Send the Instapage comment link via email, ask stakeholders to provide feedback within two business days, and leave all comments directly on the Instapage.
Stakeholders cannot leave feedback if you don’t give the comment link.
Step 4: Create SFDC Parent Campaign and Submit QA Request Form
Timeline: 7 days before launch
Create parent campaign for Instapage in salesforce to include in your QA ticket.
Campaign owner creates 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 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.
Additional UTMs needed.
By default, any Demo link 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]“
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
Step 6: Final Page Edits and Updates
Timeline: 2 days before launch
Campaign owner edits Instapage with corrections and adjustments from QA.
Check that Desktop changes are being carried over to the Mobile view. Most often, but not always, the mobile view will update with changes made on the desktop side.
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
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
Step 8: Post-Launch Action Items Optimize/Deactivate Instapage
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.
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 strategy, etc.
Frequently Asked Questions
What if I don’t want to use the templates provided?
You must use a pre-approved template or adjust your workflow to include the UX team to create a new template for your purposes.
Does every Instapage need to go through QA?
All new Instapages need to go through QA and anytime content is changed on an Instapage, it must go through the QA process.
Can I customize the fields on Pardot forms?
It depends. We can add or remove fields, rename them, etc, you just need to ensure the iframe is large enough to display all fields on the form
If I update my Instapage after launch, does it need to go through QA again?
It depends. If you change content, it should be reviewed by a second individual. If the changes after publishing are minor, such as spacing adjustments or changing a resource link, it does not need another QA but the Campaign Owner checklist should be followed again.
What if I want to co-brand my Instapage with a Partner or SME?
We have templates which show the Relias logo juxtaposed with a partner or ABM target logo. These are saved as global blocks using “LP Header” in the name
Last Updated: 2/28/2024
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