Sooner or later your independent school is going to utilize online advertising using a program like Google Adwords. Or maybe your school already has ads online but is looking at how you can track Return On Investment (ROI) as well as maximize your tightening marketing budget. So whether you are new to online ads or are looking to extend what you already do online, you need to utilize landing pages and I would like to share 6 reasons why iLove Unbounce.com for this task.
Little me offer a little bit of background surrounding landing pages. A landing page, according to Wikipedia, is “the page that appears when a potential customer clicks on an advertisement. The page will usually display sales copy that is a logical extension of the advertisement or link.” In other words, a landing page is the page that a person sees after they click on your online advertisement. The landing page usually has the same look and feel of your official school website but lacks the full navigation of your site. The landing page should also have a specific and direct Call-To-Action (CTA), for example, asking the person if they want to learn more about your school by submitting their name, email address, and phone number.
About three months ago I began experimenting with landing pages and discovered a hidden gem, Unbounce, located at http://www.unbounce.com. Unbounce offers landing pages and I began using it immediately and iLove their product for 6 reasons:
1. WYSIWYG Landing Page Creation
I was immediately sold on Unbounce when I saw their landing page editor. A robust What-You-See-Is-What-You-Get (WYSIWYG) editor that requires no prior knowledge of HTML. An even greater feature is their complete landing page templates that are available for your use. You can start with an Unbounce template, which are designed with best practices in mind, and easily customize it with your school header, logos, and colors to achieve the same look and feel of your current site. An added bonus is that you will not need to involve your already overworked technology staff in this part of the process.
2. A/B Testing In A Matter of Minutes
A/B Testing refers to the ability of having different versions of your landing page served to your potential visitors in order to increase your conversion rates. A conversation rate is any action you deem as the goal of your Call-To-Action (CTA). For example, your CTA might be to get a prospective parents email address by filing out a form on your landing page. The conversation rate measures the number of people who visit your landing page and submit your form versus the number of people who visit your landing page and do not submit your form. A higher conversation rate is better. A/B testing gives you the ability to make subtle changes to your landing pages to see which version achieves a higher conversation rate. For example, you might change the number of form fields that you ask for information or change the color of the submit button, or change the language of your CTA…you get the point. The takeaway here is that Unbounce allows you to easily change any variable you can think of and get real time statistics about the results.
3. Real Time Statistics
To continue the conversation from above, Unbounce gives you real time statistics regarding Visitors, Conversations, Conversation Rates as well as a Confidence score that determines if your Conversation Rate is related to chance or otherwise. I love this feature when thinking about ROI and the effectiveness not only of our landing pages but also of our online ads.
4. Intergration with MailChimp
I currently use and love Mailchimp for our email newsletters and autoresponders. It is absolutlely brilliant that Unbounce allows me to send conversations, or leads if you will, directly to Mailchimp where I can manage them directly for our email campaigns and communications.
If you order in the next 10 minutes I will knock $10 of the price. Just kidding. Unbounce works on the freemium model which means that they offer a free version of their product as long you do not have more than 200 visitors in a single month. The next subscription level up includes 500 visitors a month for $25. Not a bad problem to have if you have to upgrade because that means you have more visitors which will hopefully lead to more conversations.
6. Ability to Use a Custom Domain
Unbounce allows you use a custom domain, or sub-domain, for your landing pages. The default configuration is for your landing pages to use the Unbounce.com domain which is not great for branding or SEO purposes. However, they do give you the ability to use a sub-domain of your official school domain which will help with branding, SEO, and set-up for online ads. In order to take advantage of this feature you will most likely need the help of your technology department but because you didn’t bother them during the creation of the landing pages they will be happy to help you.
There are actually many more reasons why I will continue to use Unbounce as part of our inbound marketing campaign and I encourage you to check Unbounce out for yourself. I do hope you will comment below about other reasons why you love Unbounce or offer other services that offer landing pages.