Your school will significantly benefit from landing pages that convert at a high rate. Higher conversion rates mean more inquiries, and ultimately, more enrollments. The purpose of a landing page is to capture leads that then go into your inquiry funnel.
Every detail of your page should have a reason for being there. Every choice you make should have strategic reasoning behind it. And, once you have your basic layout, you will need to test different aspects of your page to determine what is working – and what’s not.
Landing Page Optimization
The process of enhancing or refining your landing page is called landing page optimization. If you have a landing page that isn’t performing as well as you think it should, you can refine the elements contained in the page in order to improve its performance.
Identify Landing Page Issues
Before you can start addressing issues with your landing page, you need to identify potential problems. One helpful tool for discovering where people are clicking is a heat mapping tool. A heat map will help you learn what visitors do on your landing page, such as how far they scroll, what they look at, what they ignore, and where they click.
There are other visual data reports you can use to help identify landing page issues. Other landing page optimization tools to consider using include:
A Word About Call-To-Action Buttons
Call-to-action (CTA) buttons are the buttons users click on that lead them to your goal conversion. CTA buttons vary in design and size. Common examples are:
- Click here
- Click now
- Fill out
- Add to cart
- Click here to contact us
- Learn more
- Sign up
The objective of CTA buttons is to get people to click on them and complete you’re the conversion you have set up.
Once you have identified issues on your landing page, especially issues with your CTA button, you can start working on optimization. Here are 12 tips for improving your landing page to increase your conversions.
Keep your page simple
A very simple landing page will eliminate visual clutter. You want people to focus on one thing – your call to action.
Make sure your offer is clear and compelling
Craft an irresistible offer by making sure it’s clear and what you know your visitors are looking for. Get clear about:
- The primary benefit of your offer
- The main objection to your offer
- How you will counter this objection
- Why someone should click on your CTA button now
- Anything you can add to this offer to make it even more compelling
Use a contrasting color
Some of the best landing pages use a contrasting color for the CTA button. Contrast helps your CTA stand out so visitors can’t ignore it.
Be mindful of the “fold”
The term “above the fold” is a historic term referring to the top part of the newspaper when it’s folded in half. The day’s top stories were printed in this prime location so people would see the headline and want to buy the paper.
In a similar manner, keep your most important “headline” and other landing page elements at the top of the page before people need to scroll down to keep reading.
In general, try to keep your headline, a brief sentence or two of body copy, and a CTA button above the fold.
Keep your CTA buttons understandable
A CTA button shouldn’t confuse visitors. Make sure your call to action is simple and concise. Stay away from sophisticated language or complex offers.
Test different headlines and copy
Although visuals are increasingly important, text still matters. People will read your copy, so make sure it resonates with your audience. Use A/B testing to find the language that will be effective.
Consistency in branding, images, fonts, and text will make a difference in the conversion rate of your landing page. For example, if you are running a Facebook Ad, you want your landing page to be consistent with your ad. Otherwise, you will confuse your audience, and they are likely to click away from your page without converting.
Parents want to know other families have had a good experience with your school. Not only that, but you want to communicate your students’ achievements. Testimonials are a great way to do this. A video testimonial is great, but quotes with a headshot work well too.
Try different form lengths
Despite the common belief that short forms work the best, sometimes a longer form is more effective. You might get fewer leads, but you will also get more information to help your admissions officer talk with the parent.
Optimize your landing page for SEO
People do find landing pages through organic search all the time. Conduct keyword research to find the best keywords for your landing page. Incorporate those keywords into headlines, body text, image alt text, and more.
Try using an exit popup
An exit popup comes up when someone attempts to leave your page. It’s a backup opportunity to create a conversion. They give people more time to read your copy and think about your content. Using a tool like OptinMonster, you can create and test several different types of popups to see what works best for your audience and landing page.
Continue to A/B test
The more A/B tests you run, the more optimized your page. Each A/B test should include a single element to one variant, such as your CTA.
Hopefully, these 12 tips will help you improve your calls-to-action and landing pages. Start by understanding the way users are interacting with your page and then make a plan for making changes. Continue to test the changes you make and continue to refine your page.
What tactics have helped you design effective landing pages and calls to action? Please share with the rest of the school marketing community by leaving a comment below…
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