Conversions 101: Optimize Landing Pages for Higher Ed Marketing

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing

A WEBINAR BY FORMSTACK FEATURING BRIAN MASSEY & CHRIS LUCAS

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing2

Flexible online form building platform. Quickly capture responses with branded web forms.

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing3

Join the conversation on Twitter! • @formstack #formchat

• This webinar is being recorded and will be emailed to registrants.

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing4

Brian Massey Chris LucasChris Lucas is the VP of Marketing at Formstack

@chris_c_lucas

Brian Massey is the founder of Conversion Sciences.

@bmassey

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing5

Today’s Webinar Agenda 1. Microconversions: The Key to Long Sales Cycles 2. Components of high-converting landing pages 3. How to optimize your web forms for

microconversions 4. Test your way to the perfect landing page 5. Examples and critiques

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing

Part 1: Microconversions: The Key to Long Sales Cycles

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing7

What is a “microconversion”?

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing8

Microconversion examples for an application process:

• Quizzes • Information Requests • Freebies and Giveaways • Visit Registrations

Apply!

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing9

Examples of microconversions for donation process: • Contact Info Update • Event Registration • Current Student Engagement • Swag Giveaway

Donate!

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing10

How do landing pages play a role in microconversions?

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing11

GOAL

How do landing pages play a role in microconversions?

1. One Goal per Landing Page

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing12

How do landing pages play a role in microconversions?

1. One Goal per Landing Page 2. Walk leads through inquiry funnel.

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing

Part 2: Components of high-converting landing pages

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing14

Two purposes of a landing page

2

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing15

Landing page components: 1. Offer 2. Form

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing16

Preventing landing page abandonment.

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing17

What are your trust indicators?

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing18

What are your trust indicators?

1. University Branding

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing19

What are your trust indicators?

1. University Branding 2. Testimonials

Butler University

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing20

Provide proof

Butler University

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing21

Go easy on links

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing22

Images & video

University of Nevada-Reno

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing

Part 3: Optimize your web forms for microconversions

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing24

Include a strong call to action (CTA).

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing25

Make sure your "Submit" buttons stand out.

Register Now!

Register Now!

Register Now!

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing26

Ensure all forms are mobile-optimized.

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing

Part 4: Test your way to the perfect landing page

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing28

How are colleges and universities doing?

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing29

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing30

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing31

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing32

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing33

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing34

Are you A/B testing?Tell us your thoughts Tell us your thoughts

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing35

Tell us your thoughts Tell us your thoughts

Where to start with testing: • Test each of the components outlined above • Start with copy first. Experiment with button copy, headlines,

calls to action. • Test adding trust symbols, client logos, testimonials • Test proof points. • Test images and captions. • Avoid wasting tests on minor things like button color.

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing36

Best Practices for A/B Testing: • Set it, check it, & forget it • Get a solid sample size (at least 100

conversions)

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing37

A/B testing tools for newbies: • Adobe Target: Enterprise-level testing • Optimizely: Free up to 50K visitors/mo and then $19-

$399/month • Unbounce: $49-$199/month • Google Experiments (part of Google Analytics): Free • Splitbutton: Free call-to-action testing

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing

Part 5: Examples and Critique

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing39

Questions?