Fast can always be faster. That’s the idea that spurred Global Blocks, a new addition to the Instapage platform, which allows enterprise customers to adjust groups of landing pages quickly from one place.
What is the Global Blocks feature?
If you use Instapage to create your landing pages, you know the process faster than creating them from scratch. Clicking to edit elements and dragging to position them is easy. However, when you want to make the same change to a group of pages, things can get a little tedious:
Click to edit, save changes on page one.
Click to edit, save changes on page two.
Click to edit, save changes on page three…
You get the picture.
Global Blocks is a new product which allows you to save the element you want to change as a block, then insert it into a group of pages.
The uses for it are plenty, but some aren’t so obvious. So, we came up with a list of times when you might want to save one element and insert it into a group of pages using Global Blocks.
16 instances in which Global Blocks will save you loads of time
1. During a rebranding
Times change, people change, and so do businesses. What doesn’t change is all the campaigns you already have running. So when you’re set for a rebranding, adjusting all your current landing pages to your new branding is a daunting task:
There’s the logo, maybe tagline, and even colors. Instead of changing them one by one, save the logo as a block, the tagline as a block, and background as a block, then insert them globally to all your pages.
2. When contact information changes
Today you need to be available for every kind of consumer. Some people will prefer to contact you on social media, others via email, and some who will want to call you on the phone.
And as you add, change, or remove contact channels, (maybe fewer people were contacting you via Twitter than you thought, or perhaps you’ve added a new call center), it’s important your landing pages reflect it. Using Global Blocks will ensure that the change is easily added by your team.
3. As your product is updated
You work tirelessly to improve your product, and your prospects should know it. That’s especially true on the landing page, where visitors often look to media to inform their decision to convert.
As you add new features or fine-tune old ones, globally replace outdated media with your latest product examples to ensure visitors have everything they need to convert.
Pop-ups don’t always have to be the annoying windows that interrupt the user experience. They can also be user-triggered. Meaning, clicking a CTA button opens up the next action, which could be a form, case study video, 30-second product demo, etc.
At Instapage, not every landing page CTA button connects with a lead gen form. Sometimes we use CTA buttons to open up a product feature video, for example. To demonstrate, the “Watch Video” CTA button opens up with a dedicated video for the Instapage Heatmap Visualizer:
If after A/B testing, we learned that a majority of visitors were clicking the “Watch Video” button to learn more, we could use Global Blocks to make that change en masse on multiple pages.
5. For legal updates and new copyright year
While your landing page should be free of outbound links, this information is an exception because of legal reasons in some cases, and in others, its ability to build trust. When a prospect sees out-of-date copyright information, they may wonder if the information on the page is out of date.
6. As you expand to new territories
If you’re in certain industries, you’re unlikely to remain in one place. Real estate agencies and franchises, for example, will need more than one landing page to provide location-specific information to their visitors.
With Global Blocks, changing that information — like homes for sale in a particular location or offers unique to certain areas — is easy to do in one place.
7. When changing dated information
Every promotion needs its own page, but that doesn’t mean you have to create each one from a new template. Take webinar landing pages, like product demonstration landing pages, for example. If the demo is tomorrow, these are pages you can re-use for your next webinar after you’re through with this one. With Global Blocks, all you’ll need to do is save your new date as a text block and update your variety of product demonstration landing pages.
8. As quantities change
Some numbers on your landing page may update dynamically — like seats remaining or hours ‘til an offer expires. Other information may not — like the number of clients you’ve served, how many years you’ve been in business, how much ROI you’ve generated, etc.
While it may seem trivial, it goes a long way toward instilling trust in your visitors. The higher positive statistics like these are, the more capable your business seems. As they increase, replace all the old number by saving them as text block and inserting them globally.
When you’re handling personal information, following privacy laws for your industry will keep your organization out of hot water. The trouble is, those laws are always changing.
What information should you collect on your form? How much of it should you collect? For marketers, the answer is ever-changing. And for your business, the answer is ever-changing too.
It depends on your target audience. It depends on the stage of the funnel. It depends on the information your sales and marketing teams need to qualify leads. When your needs or your prospects’ change, easily add, delete or rename fields with Global Blocks.
11. A/B Test
Everything in this blog post is testable on your landing page: testimonials, forms fields, quantity-based information. By publishing two different pages — one with a long form and one with a short form for example — and driving equal traffic to them over time, you can determine which converts better.
And depending on what you discover, you may want to substitute one element for another — say a short form for a long form. And you can do that to groups using Global Blocks.
Copyright information and terms of service instill trust, but testimonials do even more so. These use the power of social proof to compel visitors to click your CTA button, but not all are equally persuasive.
A testimonial from Sarah Jones that reads “This agency was great. It helped us grow business,”
Is not as persuasive as a testimonial from Jen Smith, CEO of a well-known software company, which said, “This agency took complete control of our campaign process and boosted revenue by 120%.”
However, the vague testimonial from Sarah Jones may be all you have at the moment. As your testimonials improve — as they get more positive and detailed — easily add persuasive power to all your landing pages at once by globally inserting new ones.
13. Creating many different ad groups
One of the landing page elements necessary for conversion is “message match.” It refers to the link between the ad and the landing page that establishes trust as soon as the visitor lands on it.
It’s imperative that logos, media, colors, and headlines are identical between the ad and landing page. So, every time your headline or media changes, your landing page must match it. For those with fewer ads and ad groups, this is easy to accomplish. However, if you’re an advertiser with many ad groups and subtle changes between ads in each, adjusting these elements becomes a tedious undertaking without Global Blocks.
14. When updating your FAQ
When you get a unique question from a customer about your landing page offer, you answer it and move on. But when you get the same question over and over — it’s probably time to add it to your landing page in some way.
For example, if you keep getting asked: “Does this product come with a warranty?,” you can add it to your FAQ, incorporate it into your copy, or even add a badge that reads: “Lifetime warranty!”
Regardless of what you choose, you’ll want to use Global Blocks to make the adjustment to your landing pages in one motion.
15. Adjusting call-to-action buttons
Your call-to-action is the powerhouse of the landing page. It’s what makes it work. You can have a landing page without a form, you can have one without a headline and benefit-oriented copy (it wouldn’t be a very good one), but you can’t have one without a call-to-action.
Whenever you need to change a CTA link or copy or color, based on a new click-through page or the result of an A/B test, Global Blocks will come in handy.
16. When directing your visitors from a thank you page
Your “thank you” page should do more than simply thank your new lead for converting. It also lets them know when and where they should expect their resource but also direct them to other content related to what they just claimed.
If they downloaded an ebook on landing pages, then you may want to direct them to the next step of the funnel, where they can get a download a case study or register for a demo of your landing page product. As you create new and more relevant content, you may want to update these links. Making these changes on all your thank you pages will be easy with Global Blocks.
Cut out tedious edits
When improving your landing pages, keep the old saying “work smarter, not harder” in mind. Your team has more important things to accomplish than making manual edits of individual elements.
Use Global Blocks to work smarter by making those edits all at once. Change an individual element, change two or three elements on groups of landing pages — even adjust all but the one or two that you need.
Every promotion needs its own page, but not every page needs to be a chore to edit and publish. Find out here how to begin using Global Blocks to upgrade your advertising campaigns.