So we used . With , Ari and his team dragged-and-dropped together a landing page celebrating the partnership in no time—and it looks incredible. Zola x Draper James landing page If the Zola x Draper James invites look half as good as this landing page, then sign us up. Now that they’re able to create landing pages faster, Zola’s marketing team has learned way more about their audience intent—and how to shape their messaging to increase the chance of conversion.
For example, Ari and content for diffe BTC Number Data rent search queries that reflect how far along a visitor is in the buying process. Core terms like “wedding registry” and “wedding website” indicate someone who knows exactly what they want, in which case Zola is better off making a direct pitch around specific benefits and pricing structure. An example of targeted marketing from Zola. This landing page targets people who are already searching for a registry, and it’s all about hammering home Zola’s value props.
But as Shivanie points out, more exploratory search terms like “best wedding registry ideas” often require softer messaging. When we see people searching for a much longer-tailed term, then we know to tailor our messaging [on the landing page] to have a lot more information about what a registry is before introducing Zola’s registry and explaining how it compares to others. [We’ll present] a lot more educational information upfront, because we know we’re climbing a steeper hill to get this person to convert.