Slides from a webinar on must-have landing page tips for higher ed marketers. Brian Massey, founder of Conversion Sciences, and Chris Lucas, Formstack’s VP of Marketing, reveal how "microconversions," or smaller lead generation efforts, could be the key to your ultimate conversion goals. Brian and Chris pair practical tricks with real-world critiques of winning higher ed landing pages. This webinar was originally recorded on Tuesday, January 13, 2015. Learn how to: - Create landing pages visitors will recognize and trust. - Incorporate microconversions in your lead nurture process. - Write calls to action that really convert. - Use A/B testing to perfect your landing page.

1. Conversions 101:
Optimizing Landing Pages
for Higher Ed Marketing
A WEBINAR BY FORMSTACK
FEATURING BRIAN MASSEY & CHRIS LUCAS

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Flexible online form building platform. Quickly
capture responses with branded web forms.

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Join the conversation on Twitter!
• @formstack #formchat
• This webinar is being recorded and will be emailed to
registrants.

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Brian Massey Chris Lucas
Chris Lucas is the VP of
Marketing at Formstack
@chris_c_lucas
Brian Massey is the founder of
Conversion Sciences.
@bmassey

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Today’s Webinar Agenda
1. Microconversions: The Key to Long Sales Cycles
2. Components of high-converting landing pages
3. How to optimize your web forms for
microconversions
4. Test your way to the perfect landing page
5. Examples and critiques

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Part 1: Microconversions:
The Key to Long Sales Cycles

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What is a “microconversion”?

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Microconversion examples for an
application process:
• Quizzes
• Information Requests
• Freebies and Giveaways
• Visit Registrations
Apply!

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Examples of microconversions for
donation process:
• Contact Info Update
• Event Registration
• Current Student Engagement
• Swag Giveaway
Donate!

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How do landing pages play
a role in microconversions?

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GOAL
How do landing pages play a role in
microconversions?
1. One Goal per Landing Page

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How do landing pages play a role in
microconversions?
1. One Goal per Landing Page
2. Walk leads through inquiry funnel.

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Part 2: Components of
high-converting landing pages

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Two purposes of a landing page
2

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Landing page components:
1. Offer
2. Form

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Preventing landing page
abandonment.

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What are your trust indicators?

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What are your trust indicators?
1. University Branding

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What are your trust indicators?
1. University Branding
2. Testimonials
Butler University

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Provide proof
Butler University

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Go easy on links

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Images & video
University of Nevada-Reno

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Part 3: Optimize your web
forms for microconversions

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Include a strong call to
action (CTA).

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Make sure your "Submit"
buttons stand out.
Register Now!
Register Now!
Register Now!

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Ensure all forms are
mobile-optimized.

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Part 4: Test your way to the
perfect landing page

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How are colleges and
universities doing?

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Are you A/B testing?
Tell us your thoughts Tell us your thoughts

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Tell us your thoughts Tell us your thoughts
Where to start with testing:
• Test each of the components outlined above
• Start with copy first. Experiment with button copy, headlines,
calls to action.
• Test adding trust symbols, client logos, testimonials
• Test proof points.
• Test images and captions.
• Avoid wasting tests on minor things like button color.

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Best Practices for A/B Testing:
• Set it, check it, & forget it
• Get a solid sample size (at least 100
conversions)

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A/B testing tools for newbies:
• Adobe Target: Enterprise-level testing
• Optimizely: Free up to 50K visitors/mo and then $19-
$399/month
• Unbounce: $49-$199/month
• Google Experiments (part of Google Analytics): Free
• Splitbutton: Free call-to-action testing

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Part 5: Examples and
Critique

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Questions?