Let’s paint a quick scenario — you ran a direct marketing campaign to support your admission open house. You spent hours drafting and polishing the message, scrubbing the recipient list, building out the mailer or creating an email campaign, and then you hit send.
Next comes the waiting game, and to your dismay, the registrations don’t pour in at the pace and volume that you had hoped for.
Diagnosing why can be tricky because the URL you directed them to is an existing page that sees a steady stream of site visitors — making it a challenge to segment out your campaign.
Plus, the page features dozens of links to interesting news articles, an overview of the school, photo galleries, etc. Now it’s understandable why someone may get distracted and miss the call to action on the page.
How can you fix this? Consider using onMessage’s landing page module to boost your conversions.
This is a strategy that Siobhan Federici & Liz Schmitt used at Miss Porter’s School and after some trial and error, they found that landing pages helped them to increase the yield on their campaigns.
In the interview below, they dove into their story.
Question (Q): Why should a school consider building a landing page in onMessage? What kind of goals did you set out to achieve with your pages?
Answer (A): Creating a landing page (or a landing page strategy) is a great way to begin to engage in inbound marketing. We began with landing pages because we were not seeing the traffic or “time on page” that we wanted to with respect to a particular admission program webpage. The aim was to provide users with the content they wanted quickly and cleanly with respect to the program and corresponding event(s). The desired outcome on our part was a call to action and increased participation.
Q: What were you doing to drive web engagement/participation/conversions prior to using landing pages? In your mind, what’s the biggest benefit to including landing pages in your marketing toolkit?
A: Prior to using landing pages, we relied heavily on push-pages and print mailings to drive families to the web. While our website has excellent content that allows us to shape our message, it does not engage families in a dialogue, nor does it specifically address their needs. Landing pages allow us to consider our audience, their needs, and content specific to the desired outcome.
Q: How did you market your landing pages? How did you drive web traffic to the pages?
Constituents were directed to the landing page through electronic push-pages and emails in addition to a printed piece. Links were also sent out via social media and forwarded, generating more interest.
With your first landing page to support the annual fund, you saw some success, but maybe not to the degree that you hoped to achieve. What do you attribute that to and how have you improved upon it moving forward?
We actually don’t attribute the limited degree of success to the landing page vehicle or design, because we actually did see a 12.5% increase. We attribute it to the fact that we normally only receive limited gifts at that time of year, and that the theme we landed on for messaging did not resonate with parents in the way it was anticipated.
Q: Let’s transition to later on in the year when you ran a campaign to support Miss Porter’s admission revisit day. That one was a hit. Why was landing page was so successful?
A: For admitted students, the landing page became an opportunity for a shared experience as it included common interests gleaned from applications and the imperative to register for our revisit day. We saw the largest attendance at our revisit program ever. The landing page and the girls’ subsequent experience on campus created a sense of community and belonging that was palpable.
Q: What piece of advice would you offer a school considering building a landing page in onMessage?
A: Building a landing page is a great first step in the process of creating an inbound marketing campaign. It forces you to consider your target audience, their needs, and your desired outcome for a singular activity. Additionally, it allows you to practice using engaging tools like video, blogs, and testimonials before applying them to your entire website.