Do your landing pages suffer from abandonment issues?
The tiniest decision such as choice of wording, or where elements are placed on the page, impact the experience that your visitor receives once they arrive at your landing page and can affect their decision to engage or leave your website entirely.
We spoke to the Net Natives campaign experts and Akero to find out what brands should do to tweak their campaigns and see significant improvements in their performance.
COPY & MESSAGING
“Make your page socially relevant – many universities in the past couple of months have been harnessing the social hype surrounding Pokemon Go to create pieces that are relevant, engaging, and attractive to students.”
Lizzie Clark, Higher Education Digital Consultant, Net Natives
“Address a problem and then follow up with a solution. For example “Are you unsure where to study next September?” could be followed by a solution with an option to “Register for our October open day to tour our new campus and speak to tutors about your course options.”
Zoe Bretton, Further Education Digital Consultant, Net Natives
DESIGN & TARGETING
“My top tip focuses on the most basic but often forgotten element of design – hierarchy of information. First and foremost – make sure your audience knows what action you want them to make, and that important information and call-to-actions are prominent and clearly defined. Use lists and bullet points and make sure your enquiry form on the page is very visible, placed above the fold so that your audience doesn’t have to scroll through mountains of information to find it.”
Charlie Penrose, Head of Creative, Net Natives
“When using one landing page to target several countries, incorporate a drop down list featuring countries of origin within your forms. That way, you’ll be able to create follow up automations that are more personalised and relevant to leads in those specific country. This is ideal for promoting in-country events / university visits in those areas.”
Natasha Hutchinson, International Education Expert, Net Natives
DYNAMIC CONTENT & ATTRIBUTION
“Your visitors are expecting a personalised and convenient journey through your campaigns. You can increase the chances of them giving you all-important data by building simple rules that autofill form fields when coming directly from email by using Dynamic Text Replacement.”
Alex Calder, Client Success Manager, Akero
“Be sure you give your UTM a clear campaign source such as ‘Facebook’ and campaign medium e.g. ‘Standard, Video, Carousel, Amplified, Canvas’ then when the leads are pulled through to Akero, you will see which activity is generating the most leads.”
Sarah Lyons, Higher Education Expert, Net Natives
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