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

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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.

Technologie Bildung

http://www.surveymonkey.com/s/UC13sessions

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
effectiveness 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

admissions
student life
academic programs
school news
athletics...

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

reunion
annual fund
regional event
admission open house
marketing campaign...

A focused campaign that leads to...
Conversions

The M.I.R.B.O. Principle
(Make It Really Bloody Obvious)

Source: ianmunroe via Flickr & Creative Commons

The 7 Principles of Conversion Centered Design
Source: http://bit.ly/10OxFO0

Social Proof:
testimonials (written & video)
school affiliations
recent speaking engagements

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

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

2. http://www.surveymonkey.com/s/UC13sessions

3. Anatomy of the Perfect Landing Page

4. Source: boyetboy via Flickr & Creative Commons

5. 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: http://en.wikipedia.org/wiki/Landing_page

6. Landing Page vs Your Website?

8. Whole School Community

9. admissions student life academic programs school news athletics...

10.

11. 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

12. Goal = Explore & Learn

13. vs.

14.

15. Targeted group

16. reunion annual fund regional event admission open house marketing campaign...

17.

18. A focused campaign that leads to... Conversions

19.

20. The M.I.R.B.O. Principle (Make It Really Bloody Obvious)

21.

22. 1 2 3

23. Source: ianmunroe via Flickr & Creative Commons