September 7, 2011 7:00 AM

Landing pages are an important aspect of higher education institutions’ conversion tactics, but, if your landing pages aren’t converting your prospects to leads, then they’re most likely not optimized. Your landing pages are meant to prompt a certain action and by make them appealing, targeted and credible you increase your chances of turning your visitors into viable leads. So—how can you improve your conversion rates?

1. Differentiate. There is no set format that every landing page needs to follow. Using a unique format, with interesting functionality and including features like video testimonials can help you pages to convert much better than a standard, cookie-cutter landing page.
2. Match your target. Is your landing page relevant to the target of your campaign? Keeping each of your landing pages relevant to the target audience of each specific campaign can help your landing pages to convert much more effectively. 
3. Be Credible. Trust goes a long way towards increasing conversion rates. Using tools like customer testimonials and case studies can help your landing page appear much more credible, building trust and encouraging visitors to convert. 
4. Does your landing page match original offer? Nothing is worse than clicking on a link and arriving at a landing page that has nothing to do with the offer presented with the original link. Consistency is an important way to keep your visitors engaged. 
5. Only ask for necessary information. I know the temptation is strong to get as much information from each lead as possible but having to provide a lot of information is one of the biggest conversion deterrents.  Only ask for the information that you need. 
6. Test.  Different formats and content will work for different organizations, audiences and campaigns. It’s important that your consistently testing and experimenting with different landing page formats to help you see what works best for your organization.

Blogger Profile: Marqui Web Marketing Blog
Marqui's Web Marketing Blog is brought to you by their marketing and consulting team to share ideas, best practices and trends from the world of web marketing. The blog aims to cover a broad array of topics relating to web marketing including content management, conversion optimization, SEO, email marketing and lead nurturing.

Posted by Sue Ansell at September 7, 2011 7:00 AM

Categories: Sales and marketing

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