ESM Digital's Higher Ed Marketing Blog

3 Ways to Increase the Conversion Rate on Your Landing Pages

Your landing pages need to capture leads, warm them up and pull them further down the sales funnel. Well-crafted and high converting landing pages can produce higher enrollment and better ROI for your school.

Every aspect of your landing page should enhance the experience for the user – from background color to the placement of your call-to-action button – designed with a deeper purpose in mind.

Here are 3 ways to increase the conversion rate on your school’s landing pages:

Use responsive design. Approximately 40 percent of people will navigate away from a web page if it takes more than 3 seconds to load. Your prospects will be viewing these pages from all types of devices and won’t stick around if it isn’t formatted correctly.

Make incremental changes. Make gradual updates throughout the design process. This pace will provide more insight into which changes triggered an increase or decrease in conversion rates. In a study conducted by Wider Funnel, a series of updates all at once resulted in a 20 percent drop in conversion rates.

Keep it relevant. The contents of your ad should match the contents of your landing page(s) once clicked on. This includes visuals, headers, and information – all aspects that will enhance user experience. The ad that the prospect clicks on needs to lead to information that makes sense. An ad for Medical Assisting should not lead a prospect to a program about Certified Nursing Assisting.

We understand the extra steps you should take in order to ensure that your landing pages generate better leads at higher conversion rates. To learn more, contact Effective Student Marketing today.

~ Alyssa