Magic doesn’t just happen in a digital campaign once a prospective student clicks on an ad. A landing page, however, is where that click from your well-placed, beautifully designed, perfectly written ad becomes a lead—the magic conversion. Where you drive your digital clicks is a big piece to creating campaigns that produce not only better results but good user experience too. Landing pages are a critical component to a successful campaign, and when optimized correctly and thoughtfully, you’ll without a doubt gain more leads and capitalize on your digital investment. Here are 10 best practices to consider when creating a landing page for your next campaign:
1. Always have a dedicated landing page for your marketing campaigns
While this seems like the simplest and most obvious tip, it can’t be understated the importance of driving your campaign traffic to a dedicated page where a prospect can get the right information and an easy way to respond.
2. Match page headlines and ad copy
Your landing page headline and ad copy should complement each other and be consistent across both. Having a message match on your ad and landing page will not only reduce your CPCs (Cost Per Click) by increasing ad quality scores, but it will make for a much better user experience.
3. Write clear and concise headlines
As one of the first things a visitor will read, the landing page headlines should not confuse or bore but compel a visitor to take a closer look. Addressing a specific point that is related to the content of the website will catch a reader’s attention more than having a vague and uninteresting headline.
4. Include a form
If inquiry generation or event registration is the goal of a campaign, the landing page should include a form that is prominently placed and user friendly on all devices. Only capture the minimum amount of information needed to contact a lead. First name, last name, and email address are the suggested fields. Studies have shown conversion rates can be up to 40% lower when a fourth field is included. Avoid form fields like birth date and graduation year, and only collect information that you will be using.
5. Keep it above the fold
The space a visitor sees without having to scroll is where the most important parts of the web page should be. Place the call-to-action button above the fold in a location where the viewer’s eye will scan. Never put the button or form in a place where it has to be searched for.
6. Make buttons and CTAs stand out
Use words on your landing pages such as “learn more,” “apply now,” or “visit today.” A conversion button should stand out and be placed right below a call to action, or have the call to action as the button. In all circumstances, the button should be big, bright, and above the fold.
7. Think mobile first
With more higher education searches happening on mobile than on desktop, it’s more important than ever to be mobile ready. This means ensuring your web page is responsive and mobile friendly, your content is clear and concise, and your forms are as short as possible and appear on top of the page.
8. Use original photography and rich media
Implementing motivational speeches and authentic campus images on a home page can have a positive impact on viewers and give prospects an extra push to look further. Including a relevant video has shown to increase conversion rates by up to 80%!
9. Go easy on the links
Links connecting the user to a bunch of other sites or pages will distract them and have a negative impact on conversions. Lots of links may make sense on a regular home page, but on a landing page, simplicity is key.
10. Always be testing
Optimize a landing page for conversions over time. Run A/B tests and change copy, images, and calls to action to see what resonates most with users. In addition to A/B testing—where a baseline control sample is compared to a variety of single-variable test samples in order to improve response rates—testing two completely different site designs against each other will also be beneficial in the long run.
Landing pages hold the key to improving marketing campaign results and foster a better user experience for your prospects. It’s a win-win overall for your institution.
If you have any questions about your landing pages or need help creating one, let us know!