What Is Your Higher Ed. Digital Strategy Missing? Landing Pages
One of the biggest mistakes made in an online marketing campaign for universities is directing potential students to your university’s website instead of a landing page. Elevate your digital marketing to the next level by using landing pages to increase conversions, fine-tune your messaging, and leverage your branding. Read on to find out how.
What’s a Landing Page and Why Do You Need One?
Building and maintaining a website isn’t only a time consuming task, it can be costly as well. You spend a lot of time perfecting your branding, drafting your messaging, and deciding on a design everyone in your department can agree on. The project is finally complete, and you are gearing up to launch your newest online marketing campaign. Only to be told that you should send your traffic to a landing page instead of your new website.
We sympathize with you! As marketers, content strategists, designers, and developers, we understand how frustrating this can be. The investment you make in your website is so significant, it can be difficult to fathom the idea of now having to create a new page.
Landing pages play a crucial role in any digital marketing campaign. By leveraging your messaging, value propositions, and branding, you can make your campaign as successful as possible. Lucid Agency is here to help you explore what a landing page is, and the benefits of utilizing one for your digital marketing efforts.
So what is a landing page?
A landing page is a standalone website page not connected to the main navigation on your website. These are typically used in digital advertising, online marketing, and especially important for enrollment and admissions campaigns. The point of these pages is to drive a user to take a specific action, also known as a conversion point. Often this means filling out a contact form, but can also be downloading an eBook, scheduling an on-campus visit, etc.
At this point you may find yourself thinking, I already have a contact form on my website. Why do I need a new page to accomplish this?
Glad you asked! Below we break down the top benefits of utilizing a landing page and the positive impact it will yield on your online marketing efforts.
1) Focused path to conversion
Landing pages allow you to drive users to take a specific action. Look at your school’s website for example. Not only are there several pages for each college and academic program, there are pages for financial aid, admissions, on-campus clubs, and the list goes on. If you want a prospective student to fill out a form to speak to an admissions representative or schedule a tour, it will likely be difficult for them to navigate through all of these pages to find what they are looking for. With landing pages you can provide a clear path to conversion by utilizing design, content, and imagery to guide prospective students toward completing the desired action.
Still trying to figure out what messaging resonates most with your prospective students? Landing pages allow you to test certain elements on the page such as imagery, call to action (CTA) buttons, value offers, and more. With a landing page you can decide which element you want to test, and quickly create a new version of the landing page with the updated element. Then you can test it by deciding how you want traffic to be split between your two variations. Unsure of which version is going to convert better? Start with an even 50/50 split, and make adjustments to optimize performance as you start to gain real-time data.
3) Ease of Tracking
As a performance driven digital marketing agency, we are big on tracking performance and determining the ROI of our marketing efforts. We understand what it’s like to allocate budget towards your marketing initiatives and the need to understand how your investment is performing. With landing pages, you can track everything from form submissions (conversions) to how long a prospective student is on the page, or which parts of your page are getting the most engagement. All of this data can be used to determine how your campaigns are performing, and inform decisions for making optimizations to increase performance.
4) Improved Performance
Still aren’t sold on the need for a landing page? Above all else, utilizing landing pages for your paid online marketing efforts will yield higher results. For admissions and enrollment campaigns specifically, they increase your pool of qualified prospective students, giving your admissions team more people to work with to fill your classes. They allow you to deliver relevant content to prospective students, tailoring your messaging and value offer to their stage in the college selection process.
Can you give me a real example?
As you can see in our comparison below of the landing page vs website pages of the Mike Ilitch School of Business at Wayne State University, the path to conversion on the landing page is quicker than the path on the website page. While both paths provide relevant and useful information for the user along the way, we can’t expect paid traffic to act the same as organic traffic. Users utilizing Paid Search are looking for a quick answer to their question. Organic traffic on the other hand is more patient, taking the time to do their research and collect necessary information.
Landing Page Path to Conversion
Website Path to Conversion
The Bottom Line:
Yes, landing pages require an additional investment in your website, but a well-designed landing page will help you run an effective digital marketing campaign. If you are ready to take your online marketing to the next level, we can help you determine the best way to incorporate landing pages into your admissions campaigns. Let’s chat and see how Lucid Agency is able to help.