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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.
Citation preview
http://www.surveymonkey.com/s/UC13sessions
Anatomy of the Perfect Landing Page
Source: boyetboy via Flickr & Creative Commons
Landing pages
Landing pages are often linked to from social media, email campaigns or search engine marketing campaigns in order to enhance the e!ectiveness of the advertisements. The general goal of a landing page is to convert site visitors into sales or leads.Source: http://en.wikipedia.org/wiki/Landing_page
Landing Page vs Your Website?
Whole School Community
admissionsstudent life
academic programsschool newsathletics...
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
The Eaglebrook Hymn &
Hurrah
Dining Hall Menu
Construction at
Eaglebrook: What is
Happening?
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
Goal = Explore & Learn
vs.
Targeted group
reunionannual fund
regional eventadmission open housemarketing campaign...
A focused campaign that leads to...
Conversions
The M.I.R.B.O. Principle(Make It Really Bloody Obvious)
1
23
Source: ianmunroe via Flickr & Creative Commons
The 7 Principles of Conversion Centered DesignSource: http://bit.ly/10OxFO0
1. Encapsulation
2. Contrast & Color
3. Directional Cues
Click me!
4. Whitespace
1
5. Urgency & Scarcity
1
6. Try Before You Buy
7. Social Proof
Social Proof:testimonials (written & video)
school a"liationsrecent speaking engagements
Always be testing
A B
Option #1: Use the URL for the website home page:
Problem with this approach: How to measure who saw
the ad?
Option #2: Use a Landing Page to bring users to a specific place with special URL
Measuring Success
How about onMessage?
http://www.surveymonkey.com/s/UC13sessions
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