Hello Marketo Nation,
Does anyone have experience porting a company's website nav onto a Marketo landing page template. Curious if there's a best practice for top nav.
As a general rule, "distraction kills conversion" (do not remember the author of this one)
So, the least possibilities someone has to get out of your LP without filling out the form, the lower the conversion rate.
Some of our customer have replicated their top menu on their LP's. It did not add any value and they finally stopped as it was making LP template development much more complicated.
In my experience:
A clear disadvantage to the nav is that they won't have a backlink to the LP (except for the history button). This is where using "exit intent" forms comes into play, so you, in theory at least, catch them as they're leaving the page. Alternately, you can pop a follow-up form over the next page they go to, which I personally think is a better UX.