Landing page design tips for the education industry!

With the winter vacation approaching, the education industry is about to usher in the last marketing peak of the year. As a considerate editor, I will certainly do my part to help everyone. I hope that everyone can easily achieve their performance goals at the end of the year and have a good year with plenty of food and drink!

Next, the editor will start with the three major components of the education landing page : pictures, copywriting, and conversion components , and analyze the design techniques of its landing page to help improve advertisers' conversion and ROI.

PART 01 ——Landing Page Design Tips

1. Picture skills

The image types for educational landing pages generally use the following scenarios:

1. School gate scene: gives people a sense of security and trust, and enhances user conviction. It is usually used as the first picture of the landing page or the school introduction section.

(Example: K12-School Introduction)

2. Teacher-student interaction scenes: make the content richer and more approachable. It is generally used in the activity advantages or organization advantages section of the landing page, and it is recommended to display multiple pictures.

(Example: Talent training-activity advantage)

3. Classroom scene: Immersive experience makes the content more story-like. It is usually used for the first picture section of the landing page, and a four-grid puzzle display is recommended.

(Example: Talent training-first picture)

2. Copywriting skills

Copywriting is the top priority of a landing page. What type of copywriting is usually used on educational landing pages to attract users?

1. Free trial: can be used as a prominent selling point to attract users to fill out the form.

(Example: K12-Activity Advantage)

2. Specific age description + limited quota discount: clarify the enrollment scope and enhance users' sense of urgency.

(Example: Talent training-activity advantage)

3. Benefit points: List the benefit points in detail to stimulate users and increase their willingness to consult. For example, when promoting teacher recruitment, focus on benefits such as salary to attract users.

(Example: K12-Institutional Advantages, Salary and Benefits are limited to recruitment advertisements)

3. Conversion component skills

In order to improve conversion rates, conversion components are usually placed below specific content. The following three types are commonly used:

1. Form collection: Use real classroom scenes at the front of the form to enhance user involvement and promote user conversion.

(Example: located below the class scene)

2. One-click dialing: You can place the telephone button in front of the free trial discount + limited number of places and other activity advantages to enhance the sense of urgency and stimulate user conversion.

(Example: located below the activity benefits)

3. Jump button: highlight the strong faculty and school strength to gain user trust.

(Example: located below the faculty strengths)

PART 02——Common Examples of High-Quality Content

1. Promotions

The promotional activities mainly include high discounts, free trials (0 yuan trial), etc., which are conducive to increasing the form completion rate.

High discount

Free trial

① High discounts or free trials to stimulate users to fill in registration information;

② The form should contain no more than 3 items, which is more conducive to collecting user information;

2. Teaching scenario

Teaching scenes mainly include learning scenes, teacher-student activities, and classroom environments , which are easy to resonate with parents.

Learning scenario

Teacher-student interaction

① Learning scene: It expresses the atmosphere of students being happy and serious, which is easy to impress parents.

② Teacher-student interaction: The teacher demonstrates the teaching scene to create a relaxed and pleasant classroom atmosphere.

3. Multi-conversion component combination

Different conversion components are used in combination, and multiple paths can more easily promote conversion. There are three common types of education landing pages:

① Form + jump combination: present information in detail to promote user conversion.

② Form + one-click dial combination: The one-click dial button allows users to contact advertisers in a timely manner, and combines form components with multiple paths to promote conversions.

③ Jump + one-click dial combination: Set up an online consultation entrance through the jump button, and use the one-click dial button. Professional online customer service will answer user questions in a timely manner to improve conversion rate.

Next, let’s take a look at what an excellent landing page looks like, as follows:

PART03—— High-quality landing page display

At this point, are you already eager to try making it? Don’t worry, the editor will remind you of several misunderstandings when making landing pages to prevent you from failing.

PART04——Design Misunderstandings and Audit Standards

1. Design Misunderstandings

①Misunderstanding 1: The course has too much text , the selling points are not prominent, and it is difficult for users to obtain information;

②Misconception 2: The colors are messy and the color saturation is too high, which affects the visual experience.

2. Audit Standards

①QR code

QR codes, mini program codes, and barcodes are not allowed on promotional pages;

②Unverified data

When citing historical data (such as rankings, pass rates, success rates, etc.), a note such as "historical data, for reference only" should be provided;

③Exaggerated description

No explicit or implicit promises of guarantee for promotion, passing exams, obtaining degrees or certificates, or the effects of education or training may be made; for example: "Guaranteed to pass in one month", "Improve English score by 20 points", "Earn a bachelor's degree in one month", etc.

④Comparative description

Advertisements must not directly or indirectly disparage competitors' products or services, such as claiming that the quality or price of one's own products or services are better than those of competitors;

⑤Use financial means

It is not allowed to use financial means to recruit students without providing financial qualifications, such as: "zero down payment for tuition", "zero interest", "tuition installment" and other descriptions.

The above is the design routine for the implementation of education. Can't you suppress your eager little hands?

Author: Qinglan

Source: Qinglan Project