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.


Join the conversation on Twitter! • @formstack #formchat

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


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

@chris_c_lucas

Brian Massey is the founder of Conversion Sciences.

@bmassey


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


Part 1: Microconversions: The Key to Long Sales Cycles


What is a “microconversion”?


Microconversion examples for an application process:

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

Apply!


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

Donate!


How do landing pages play a role in microconversions?


GOAL


1. One Goal per Landing Page



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


Part 2: Components of high-converting landing pages


Two purposes of a landing page

2


Landing page components: 1. Offer 2. Form


Preventing landing page abandonment.


What are your trust indicators?



1. University Branding



1. University Branding 2. Testimonials

Butler University


Provide proof

Butler University


Go easy on links


Images & video

University of Nevada-Reno


Part 3: Optimize your web forms for microconversions


Include a strong call to action (CTA).


Make sure your "Submit" buttons stand out.

Register Now!

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Ensure all forms are mobile-optimized.


Part 4: Test your way to the perfect landing page


How are colleges and universities doing?


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


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.


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

conversions)


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


Part 5: Examples and Critique


Questions?

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