Anatomy of the Perfect Landing Page: How to Communicate for Results

Download Anatomy of the Perfect Landing Page: How to Communicate for Results

Post on 06-May-2015




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Presenters: Schuyler Bogel, Eaglebrook School, and Peter Baron In this session, Peter Baron, WhippleHill, and Schuyler Bogel, Eaglebrook School, breakdown the seven most important characteristics of a successful landing page. Hear how Eaglebrook used them in a series of effective marketing campaigns, and get a tour of onMessage's new landing page module! Walk away ready to fold landing pages into your school's marketing outreach.


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2. Anatomy of the Perfect Landing Page 3. Source: boyetboy via Flickr & Creative Commons 4. Landing pages Landing pages are often linked to from social media, email campaigns or search engine marketing campaigns in order to enhance the effectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales or leads. Source: 5. Landing Page vs Your Website? 6. Whole School Community 7. admissions student life academic programs school news athletics... 8. About us Admission Academics Programs News Support A Welcome from the Headmaster Mission Statement The Core Skills at Eaglebrook School Campus Tour Facts & Stats 2012-2013 Trustees of Eaglebrook School History of Eaglebrook School Faculty & Staff Directory Employment Opportunities Directions School Contacts Sign in Welcome How to Apply How Could You Do It? The Essential Sixth Form Year Inquiry Form An Eaglebrook Parent Speaks Visitor's Guide Tuition & Financial Aid Meet the Office Eaglebrook School's Academic Curriculum Summer Reading The Copley Library Secondary Placement Athletics Philosophy Team News Full Sports Schedule Directions/Opponents Arts Student Life School Calendar Eaglebrook School News Media Gallery Publications Eaglebrook on the Web Brookie Bits News Why Give? Online Giving Ways to Give Planned Giving Meet the Office Social 9. Goal = Explore & Learn 10. vs. 11. Targeted group 12. reunion annual fund regional event admission open house marketing campaign... 13. A focused campaign that leads to... Conversions 14. The M.I.R.B.O. Principle (Make It Really Bloody Obvious) 15. 1 2 3 16. Source: ianmunroe via Flickr & Creative Commons 17. The 7 Principles of Conversion Centered Design Source: 18. 1. Encapsulation 19. 2. Contrast & Color 20. 3. Directional Cues Click me! 21. 4. Whitespace 22. 1 23. 5. Urgency & Scarcity 24. 1 25. 6. Try Before You Buy 26. 7. Social Proof 27. Social Proof: testimonials (written & video) school affiliations recent speaking engagements 28. Always be testing 29. A B 30. Option #1: Use the URL for the website home page: 31. Problem with this approach: How to measure who saw the ad? 32. Option #2: Use a Landing Page to bring users to a specic place with special URL 33. Measuring Success 34. How about onMessage? 35.