As part of the ABM campaign launch, PaperTube's landing pages are being refined to maximize lead form conversions. The core principle is to eliminate distractions and focus visitor attention on a single action. Pages are being built on Shopify staging and will be reviewed before going live.
These pages receive targeted traffic — specific ABM prospects directed via email sequences and LinkedIn ads — so they are optimized for a known audience rather than cold organic visitors.
See also: [1] | [2]
The top navigation bar will be stripped entirely from all landing pages. The only exception is a "Contact Us" link, which will anchor-scroll down to the lead form at the bottom of the page. This prevents prospects from clicking away to other parts of the site before converting.
Current drafts contain verbose multi-paragraph sections that most visitors will not read. At least one paragraph per section will be cut. The goal is scannable, high-impact messaging — not comprehensive explanations. Keywords for SEO are retained, but readability takes priority.
The layout mirrors PaperTube's existing Shopify site: a zigzag format alternating image and content blocks. This keeps the experience consistent and avoids a jarring "ad page" feel.
Leads with PaperTube's three core pillars, tailored to the specific vertical (e.g., unboxing content and shelf presence for food & beverage). Copy is being finalized by the copywriter and will be reviewed by Parag before launch.
Text-based testimonials are being replaced with a visual product gallery showcasing diverse customer packaging. This serves a dual purpose:
- Demonstrates range and quality of work
- Acts as implicit social proof without requiring written quotes
Images are sourced from:
- PaperTube's value proposition document (primary source)
- Customer Instagram accounts and websites
- Direct customer references provided by Parag
Customers confirmed for food & beverage gallery: French Broad, Bird Rock, Wildflower, Chocolate Room, Shore Magic (supplements)
Removed: T with Tay (customer has moved to another vendor)
Reclassified: Common Air → beauty vertical; Salt → beauty & personal care vertical
The existing logo wall is being curated down to 6 logos, selected to be industry-relevant for each vertical page. For example:
- Food & beverage page: remove Adidas and Sephora; retain recognizable food/beverage brands
- The goal is credibility through relevance, not volume
The gallery and logo section together replace the need for a large testimonial block.
All in-page CTA buttons are anchor links that scroll to the lead form at the bottom of the page. No external links or navigation escapes.
A new Pardot (Account Engagement) form will be created and embedded on each landing page. It will not use PaperTube's existing general contact form.
Because ABM traffic consists of prospects already in Salesforce, form submissions will not create new leads. Instead:
1. Submission triggers a flag on the existing Salesforce lead record marking it as "engaged"
2. This engagement status triggers a sales handoff — notifying the assigned rep to follow up
This flow needs to be mapped in detail with Parag before launch. Planned for a future call once pages are closer to ready.
Calendar booking (round-robin scheduling) was discussed but postponed to simplify the initial launch. If form fill rates are lower than expected post-launch, direct booking can be added as an optimization.
Five industry-specific landing pages are being built, one per ABM vertical:
1. Food & Beverage
2. Supplements
3. Beauty & Personal Care
4. Lifestyle
5. (fifth vertical TBD from campaign list)
Each page shares the same layout and structure; copy, imagery, customer examples, and client logos are swapped out per vertical.
| Item | Owner | Status |
|---|---|---|
| Add French Broad and Shore Magic images to drafts | Karly (Asymmetric) | In progress |
| Remove T with Tay from food & beverage gallery | Karly (Asymmetric) | In progress |
| Reclassify Common Air and Salt to correct verticals | Karly (Asymmetric) | In progress |
| Curate logo sections to 6 industry-specific logos per page | Karly (Asymmetric) | In progress |
| Replace testimonial section with gallery component | Designer (Asymmetric) | In progress |
| Send staging links to Parag for review | Karly (Asymmetric) | Pending |
| Grant Shopify access to Asymmetric developer | Parag | Pending |
| Map Pardot form → Salesforce engagement flag workflow | Karly + Parag | Planned (next call) |