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.

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...

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.

15. Targeted group

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

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

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

22. 1
2
3

23. Source: ianmunroe via Flickr & Creative Commons

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

25. 1. Encapsulation

28. 2. Contrast & Color

33. 3. Directional Cues
Click me!

36. 4. Whitespace

38. 1

40. 5. Urgency & Scarcity

41. 1

42. 6. Try Before You Buy

44. 7. Social Proof

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

50. Always be testing

51. A B

53. Option #1: Use the URL for the website home page:

54. Problem with this approach:
How to measure who saw
the ad?

55. Option #2: Use a Landing Page to bring users to a
specific place with special URL

56. Measuring Success

57. How about onMessage?

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