The action conversion statement of the landing page is very important and is a key component of successful digital marketing. When properly designed and optimized, colleges can get more leads and convert fully. Here are 10 best practices to consider when creating a landing page for your next campaign
Always set up a dedicated landing page for website traffic digital marketingDraining specific advertisements to specific landing pages is more effective than diverting traffic to the admissions official website. That's because the landing page is tailored for the ad and is only intended to attract and convert students for a specific program, whereas the admissions website is more complex and can leave students disoriented.
Ad copy and landing page title match
Landing page titles and ad copy should complement each other and keep the theme consistent. Complementary matching will not only lower your cost-per-click (CPC) by improving ad quality, but will also lead to a better user experience.
Write clear and concise titles
Landing page titles are one of the first things a potential student will read. Landing page titles should not be confusing or annoying, but should compel visitors to look carefully. Clear headlines will grab your visitors’ attention more than vague and boring headlines.
Form must be insertedIf the goal of the landing page is to obtain an inquiry form for potential students, the page should include a form that is visible and user-friendly on all devices. The form should capture only the minimum amount of information needed to contact a potential student, such as name, academic background, and email address. Research has shown that conversion rates can be reduced by up to 40% when the fourth question is included. Avoid using form fields such as date of birth and year of graduation, and collect only the information you need to use on the page.
Call to action directives come firstThe space that visitors can see without scrolling is the most important part of a web page. Place call-to-action buttons where visitors can scan them without rolling their eyes. Never place buttons or forms below a page.
Make calls to action and buttons stand outUse call-to-action words such as “Learn More,” “Apply Now,” or “Visit Now” on the landing page. Buttons should stand out and be placed directly below these calls to action, or use the call to action as a button. In all cases, buttons should be large, prominent, and located above the web page.
Prioritize mobileHigher education-related searches are conducted on mobile devices more than desktop devices. We need to make sure that the landing page is mobile friendly, the content is clear and concise, and that the form is as short as possible and displayed at the top of the page.
Use original photography and rich media
Inserting inspirational campus promotional videos and real campus pictures on the landing page can positively influence potential students and provide potential students with an additional boost. Including relevant videos has been shown to increase conversion rates by up to 80%!
Link jumping is simple and clearLinks that connect users to a bunch of other websites or pages distract them and negatively impact conversions. Many links might make sense on a regular home page, but on a landing page, simplicity is key.
A/B testingOptimizing landing pages is the key to improving the results of digital marketing campaigns and creating a better user experience for potential students.
Run A/B tests and change landing page copy, images, calls-to-action, and content to find the most converting landing page presentations.