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Anatomy of the Perfect Private School Landing Page

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Case Studies of Effective School Campaigns

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Anatomy of the Perfect Private School Landing Page

  1. 1. Anatomy of the Perfect Private School Landing Page: 
 Case Studies of Effective School Campaigns
  2. 2. Peter Baron Senior Product Marketing Manager Blackbaud K-12
  3. 3. 30-40 minutes (+/-) http://k12.blackbaud.com peter.baron@blackbaud.com Upcoming Webinars
  4. 4. Questions?
  5. 5. Join more than 700 of your school peers in Boston, July 13–15, for our K–12 User Conference. Three days of idea sharing, networking, hands-on training, industry best practices, and a lot of fun! Make sure you plan to stay for the Unconference, voted “Best of the UC” by our 2015 attendees. Registration now open on k12.Blackbaud.com
  6. 6. •  What is a landing page? •  The 7 Principles of Conversion Centered Design •  School examples
  7. 7. Source: boyetboy via Flickr & Creative Commons
  8. 8. Landing pages Landing pages are often linked to/from social media, email campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales or leads. Source: http://en.wikipedia.org/wiki/Landing_page
  9. 9. Landing PageWebsite
  10. 10. 309:1 Slide Inspiration: Oli Gardner, Unbounce http://bit.ly/unbounce-lp-design
  11. 11. 58 The average number of links on 2925 private schools websites.
  12. 12. admissions student life academic programs school news athletics...
  13. 13. Goal = Explore, Learn
  14. 14. vs
  15. 15. 1:1 Slide Inspiration: Oli Gardner, Unbounce http://bit.ly/unbounce-lp-design
  16. 16. Targeted group
  17. 17. Goal = Conversion
  18. 18. Tracking!
  19. 19. Tracking!
  20. 20. Fill out that form!
  21. 21. Minimal navigation Clear call to action Compelling headline Strong visual The 7 Principles of Conversion Centered Design http://bit.ly/7lpprinciples!
  22. 22. 1. Encapsulation
  23. 23. 2. Contrast & Color
  24. 24. How To Use Colors to Increase Your Conversion Rate http://bit.ly/increased-conversions
  25. 25. 3. Directional Cues
  26. 26. 3. Directional Cues
  27. 27. 4. Whitespace
  28. 28. 5. Urgency & Scarcity
  29. 29. 5. Urgency & Scarcity
  30. 30. 6. Try Before You Buy
  31. 31. 7. Social Proof
  32. 32. 7. Social Proof
  33. 33. 7. Social Proof Examples: Testimonials (written & video) School affiliations Recent speaking engagements
  34. 34. 8. Test, test & test again!
  35. 35. 9. Multi-screen
  36. 36. Anatomy of the Perfect Private School Landing Page http://bit.ly/private-school-landing-page Designing for Conversion: 8 Visual Design Techniques to Focus Attention on Your Landing Pages http://bit.ly/8-design-conversion-tips The 7 Principles of Conversion-Centered Landing Page Design http://bit.ly/7lpprinciples
  37. 37. When do you use a landing page?
  38. 38. Make a gift in honor of a teacher, advisor, program or department!
  39. 39. 309:1
  40. 40. 12.5%
  41. 41. Support for Boarding School Parents http://bit.ly/darlington-parents Why Not Boarding? http://bit.ly/darlington-why-not-boarding 8 Tips to Help You Ace Your High School Scholarship Interview http://bit.ly/darlington-scholarships
  42. 42. Landing pages received 12,045 visits during the 2014-15 year and a total of 629 submissions. 629 submissions yielded 272 new contacts for admission and advancement. This is a 7.5% conversion rate. 194 of the new contacts were admissions leads. 
 27 became new customers/enrolled students for the 2015-16 school year. This is a 9.9% lead-to- customer conversion rate. 100% of the total 167 newly enrolled students/ customers for 2015-16 were touched by inbound marketing efforts throughout the admission process (email marketing, automation, social media). 56 of the 167 total new customers for 2015-16 filled out a form/downloaded a piece of content at some point in their admission process.
  43. 43. "In our transition to a more inbound marketing strategy at Darlington School, we have been purposeful in creating content that solves problems and/or answers questions that prospective parents and students may have during the admission process.” Tannika Wester Director of Communications Darlington School
  44. 44. "These content offers, made available on landing pages once a visitor fills out a simple form, have become critical not only in garnering new admission prospects for Darlington, but also in nurturing (providing relevant content) to those who have already started the admission process. ” Tannika Wester Director of Communications Darlington School
  45. 45. Inquiry form!
  46. 46. "For us, we did not necessarily want to focus on increasing the size of our admissions funnel (SEO, etc.), but rather we saw the biggest opportunity focusing on the nurturing process. " Scott Allenby Director of Communications & Marketing Proctor Academy
  47. 47. "In order to get a family into the funnel, we overhauled our inquiry process and stripped it of many details that populated it prior. We got down to business and said, “what information do we need to capture right now to help nurture this family?”" Scott Allenby Director of Communications & Marketing Proctor Academy
  48. 48. "The most effective part was that we were able to capture information on what people were interested in early in the admissions process and feed them content specific to THEIR journey, not a generic admissions journey. " Scott Allenby Director of Communications & Marketing Proctor Academy
  49. 49. Inquiry Off-Campus Academics Arts Academic Support Athletics Snow Sports Student Life College Counseling Each email “branch” provides information tailored to the specific interest of the inquiring family. Goal/Call to action = Campus Visit
  50. 50. 44% increase in applications over Proctor’s five year average (that is not the most telling in terms of their marketing strategy’s effectiveness). What is most telling are these three statistics that really tell Proctor how effectively they’re nurturing families: 57% of inquiries visited campus (44% 5 yr avg) 92% of visits to campus resulted in applications (82% 5 yr avg) 5% +/- increase in yield
  51. 51. http://bit.ly/proctor-podcast
  52. 52. Questions? http://k12.blackbaud.com peter.baron@blackbaud.com Upcoming Webinars
  53. 53. Join more than 700 of your school peers in Boston, July 13–15, for our K–12 User Conference. Three days of idea sharing, networking, hands-on training, industry best practices, and a lot of fun! Make sure you plan to stay for the Unconference, voted “Best of the UC” by our 2015 attendees. Registration now open on k12.Blackbaud.com

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