Conversions 101: Optimize Landing Pages for Higher Ed Marketing
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The webinar on optimizing landing pages for higher education marketing covers key topics such as microconversions, essential landing page components, web form optimization, and A/B testing strategies. Hosted by Brian Massey and Chris Lucas, it emphasizes the importance of single-purpose landing pages and effective calls to action. The session also includes examples and critiques of landing pages to illustrate best practices.
Conversions 101: Optimize Landing Pages for Higher Ed Marketing
- 1. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing A WEBINAR BY FORMSTACK FEATURING BRIAN MASSEY & CHRIS LUCAS
- 2. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing2 Flexible online form building platform. Quickly capture responses with branded web forms.
- 3. 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.
- 4. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing4 Brian Massey Chris Lucas Chris Lucas is the VP of Marketing at Formstack @chris_c_lucas Brian Massey is the founder of Conversion Sciences. @bmassey
- 5. 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
- 6. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing Part 1: Microconversions: The Key to Long Sales Cycles
- 7. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing7 What is a “microconversion”?
- 8. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing8 Microconversion examples for an application process: • Quizzes • Information Requests • Freebies and Giveaways • Visit Registrations Apply!
- 9. 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!
- 10. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing10 How do landing pages play a role in microconversions?
- 11. 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
- 12. 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.
- 13. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing Part 2: Components of high-converting landing pages
- 14. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing14 Two purposes of a landing page 2
- 15. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing15 Landing page components: 1. Offer 2. Form
- 16. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing16 Preventing landing page abandonment.
- 17. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing17 What are your trust indicators?
- 18. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing18 What are your trust indicators? 1. University Branding
- 19. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing19 What are your trust indicators? 1. University Branding 2. Testimonials Butler University
- 20. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing20 Provide proof Butler University
- 21. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing21 Go easy on links
- 22. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing22 Images & video University of Nevada-Reno
- 23. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing Part 3: Optimize your web forms for microconversions
- 24. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing24 Include a strong call to action (CTA).
- 25. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing25 Make sure your "Submit" buttons stand out. Register Now! Register Now! Register Now!
- 26. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing26 Ensure all forms are mobile-optimized.
- 27. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing Part 4: Test your way to the perfect landing page
- 28. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing28 How are colleges and universities doing?
- 29. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing29
- 30. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing30
- 31. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing31
- 32. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing32
- 33. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing33
- 34. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing34 Are you A/B testing? Tell us your thoughts Tell us your thoughts
- 35. 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.
- 36. 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)
- 37. 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
- 38. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing Part 5: Examples and Critique
- 39. Conversions 101: Optimizing Landing Pages for Higher Ed Marketing39 Questions?