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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
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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
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What is a “microconversion”?
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Microconversion examples for an application process:
• Quizzes • Information Requests • Freebies and Giveaways • Visit Registrations
Apply!
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Examples of microconversions for donation process: • Contact Info Update • Event Registration • Current Student Engagement • Swag Giveaway
Donate!
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How do landing pages play a role in microconversions?
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GOAL
How do landing pages play a role in microconversions?
1. One Goal per Landing Page
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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
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Two purposes of a landing page
2
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Landing page components: 1. Offer 2. Form
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Preventing landing page abandonment.
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What are your trust indicators?
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What are your trust indicators?
1. University Branding
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What are your trust indicators?
1. University Branding 2. Testimonials
Butler University
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Provide proof
Butler University
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Go easy on links
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Images & video
University of Nevada-Reno
Conversions 101: Optimizing Landing Pages for Higher Ed Marketing
Part 3: Optimize your web forms for microconversions
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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
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How are colleges and universities doing?
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Are you A/B testing?Tell us your thoughts Tell us your thoughts
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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.
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Best Practices for A/B Testing: • Set it, check it, & forget it • Get a solid sample size (at least 100
conversions)
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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
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Questions?