Conversions 101: Optimize Landing Pages for Higher Ed Marketing

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Slides from a webinar on must-have landing page tips for higher ed marketers. Brian Massey, founder of Conversion Sciences, and Chris Lucas, Formstack’s VP of Marketing, reveal how "microconversions," or smaller lead generation efforts, could be the key to your ultimate conversion goals. Brian and Chris pair practical tricks with real-world critiques of winning higher ed landing pages. This webinar was originally recorded on Tuesday, January 13, 2015. Learn how to: - Create landing pages visitors will recognize and trust. - Incorporate microconversions in your lead nurture process. - Write calls to action that really convert. - Use A/B testing to perfect your landing page.

Marketing

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 Lucas
Chris Lucas is the VP of
Marketing at Formstack
@chris_c_lucas
Brian Massey is the founder of
Conversion Sciences.
@bmassey

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

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing
Part 1: Microconversions:
The Key to Long Sales Cycles

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing7
What is a “microconversion”?

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing8
Microconversion examples for an
application process:
• Quizzes
• Information Requests
• Freebies and Giveaways
• Visit Registrations
Apply!

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!

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing10
How do landing pages play
a role in microconversions?

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

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.

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing
Part 2: Components of
high-converting landing pages

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing14
Two purposes of a landing page
2

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing15
Landing page components:
1. Offer
2. Form

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing16
Preventing landing page
abandonment.

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing17
What are your trust indicators?

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing18
What are your trust indicators?
1. University Branding

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing19
What are your trust indicators?
1. University Branding
2. Testimonials
Butler University

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing20
Provide proof
Butler University

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing21
Go easy on links

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing22
Images & video
University of Nevada-Reno

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing
Part 3: Optimize your web
forms for microconversions

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing24
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

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing28
How are colleges and
universities doing?

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing29

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing30

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing31

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing32

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing33

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing34
Are you A/B testing?
Tell us your thoughts Tell us your thoughts

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.

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)

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

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing
Part 5: Examples and
Critique

Conversions 101: Optimizing Landing Pages for Higher Ed Marketing39
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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?

Conversions 101: Optimize Landing Pages for Higher Ed Marketing

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