Landing Page Optimization is always a tricky task for education marketers. Our landing page optimization expert, Mike Bowen passed along these tips.
1. Value Propositions - These are the key to winning over users. The best value propositions will appeal to prospective students’ emotional and logical sides. Answer questions like “What do I need?” or “What do I like?”
2. Call to Action – Don’t confuse students about what their next step is. Instead, aim to direct them to where you want them to go on a given page.
3. Content Simplicity – Content needs to be easy to remember and scan. Your user’s attention span is short, so make the most of it by using bullet points and staying away from long paragraphs. (case and point: this blog post)
4. Form Length and amount of required fields – Sometimes people get carried away with the amount of information that they want to collect. Ask only for what you need. Remember prospective students are providing information before they get anything from your institution. Make it easy.
5. Layout / Style – There are thousands of schools of thought about web design. However in my experience, sites work best with a strong banner headers, text to the left with a form to the right. It’s a classic for a reason.
6. Shuffle Different Promotional Offers – Try different offers to see what converts best.
7. Imagery - Some images work better than others. When selecting a visual for a site, think about how it will make students feel. Can they relate? Does it portray your brand in its best light?
8. Test, Test, Oh Yeah, Then Test Again – After implementing these steps, don’t forget to test everything. What works this month, may be passé next month, and vice versa.
