The secret to optimizing vocational training/academic education landing pages!

At the beginning of 2020, the impact of the epidemic brought new opportunities and challenges to the education and training industry, and also ushered in the industry’s first wave of marketing peaks. So how can we firmly grasp this wave of dividends? What are the optimization secrets for marketing pages in the education industry?

1. Vocational training

Vocational training occupies a leading position in the education industry investment of Baidu's information flow platform and plays a representative role. According to the changes in the proportion of advertisements in each sub-industry of education and training in Q4 2019, vocational skills training and academic qualifications examinations are still the promotion focus of the education industry, accounting for more than 60% of the total number of advertisements.

In vocational training, we analyzed the beauty training business , and this experience can also be replicated and utilized in other vocational training.

1. Audience Analysis

·Women aged 18-35 with low or medium education level;

30% of the potential customers are mainly students and graduates born after 1990, who are eager to become more beautiful and are interested in professional makeup;

60% of the workers, such as waiters and salesmen, have low incomes, and high-paying jobs are more attractive to them;

10% entrepreneurs, who value market dividends more and hope for high returns with low investment;

According to the three different groups of people in the beauty training industry, targeted advertising creative design is carried out, and the content displayed can be divided into three types according to the creative logic: test type, discount promotion type, and course introduction type.

2. Three major types of information flow marketing pages

1) Test type

Attract users to place orders through question testing and result feedback, while screening potential customers to improve lead efficiency.

Golden formula: beautiful model head picture + course selling points + test + industry prospects + student cases

① The header image attracts users with the prospect of a high salary of over 10,000 yuan per month;

② Collect audience needs through test multiple-choice questions to lay the groundwork for customized courses;

③ Make free trials a benefit point and guide users to leave the form;

④ At the end of the marketing page, list industry prospects and outstanding student cases to promote secondary form submission;

2) Promotional type

Golden formula: beautiful model head picture + course voucher + industry prospects + star tutor + student benefits

① The header image focuses on the course discount, which immediately catches the user's attention and attracts the user to leave a form;

② At the bottom, the interests are reinforced through brand endorsement and student benefits, which prompts the second form submission;

3) Course introduction

This type mainly targets potential groups and precise groups, and promotes conversion through course introductions.

Golden formula: clear business + industry salary + course introduction + student cases + form guidance

① The header image clearly defines the business, highlights the advantages and benefits such as fast learning without any basic knowledge, high salary, etc., and directly hits the user needs

② The middle part strengthens user confidence through industry prospects, brand endorsements, course introductions, student cases, etc.

③ At the end, improve page conversion by offering free consultation, free trial and other benefits

3. Two types of general search promotion marketing pages

1) Test the combination type

The header image uses beautiful models and a 30-day quick-learning beauty course by a celebrity to attract users to browse.

·Through highlighting the institutional advantages of national subsidy policies, two-day weekends for skill and academic qualifications, and lifelong free training;

Guide form submission through testing to screen potential users;

·Then, through the explanation of the pain points of the crowd, stimulate user needs and guide consultation;

Through the course introduction, college cases, and college benefits sections, effectively solve the audience's search questions and improve conversion intentions;

2) Imitation of the official website pure consulting type

It mainly targets the needs of target groups and precise groups, who have search behaviors and strong consumption intentions. By introducing courses, brand strength and emphasizing brand resources, it attracts users to consult and consume, allowing the institution to stand out among similar competitors.

The above is the framework for building the vocational training landing page . Next, let’s take a look at the academic education business landing page.

2. Academic education

The academic education industry has a huge market and strong demand. According to statistics, more than 50% of domestic netizens have junior high school and high school education; among the employed population in Guangzhou, more than 65% of netizens have junior high school and high school education; their demands are mainly about finding jobs, evaluating professional titles, getting promoted and getting a raise, and taking civil service exams.

1. Audience Profile Analysis

The audience is mainly divided into several categories: students, fresh graduates, and employed workers

Potential group: those who have no intention to improve their education in the short term and whose work and life are troubled by their poor education level;

Target group: those who intend to improve their academic qualifications and want to achieve promotion, settle down, or take the civil service exam through improving their academic qualifications;

Targeted groups: People who have the need to improve their academic qualifications and are seeking training institutions, mostly students and fresh graduates;

2. Three types of information flow marketing pages

In view of the needs and concerns of these three groups of people, the marketing page can focus on five aspects: preferential incentives, quick certification, school resources, professional courses, and policy incentives.

1) Authoritative consulting type

Golden formula: authoritative and credible guidance + academic qualification test questions + reasons for applying

The header image often uses authoritative images of schools, governments, cities, etc. as the background to enhance credibility

The copy clearly states the business and the ancillary benefits. The form uses self-study, adult education, and remote test questions to guide the audience and promote conversion.

At the bottom, the user's personal questions are listed for question and answer, and an online consultation button is added to promote the final conversion.

2) Young lady image type

Golden formula: Miss sister's image of studying + education improvement plan (form) + education benefits

This type is mainly for people born after 1990

The header image uses the image of a young lady to give the audience a beautiful vision, and combines it with the preferential information of academic qualifications to attract users to continue browsing;

· The central part promotes conversion by showing the direction of academic advancement and other benefits such as free customization;

The tail end strengthens the audience's confidence through preferential policies and resources from prestigious schools, thus promoting secondary conversions;

3) Document collection type

Golden formula: theme KV + material collection + test questions

The main image of the header is a self-taught graduate image, and the copy clearly states the business and emphasizes the benefits;

The central part uses icons such as folder compression packages to display real questions/thesis materials and other preparation materials, which encourages conversion.

The tail end uses discounts to induce user testing, quickly responds to user needs through testing, and screens out potential customers

Improve the efficiency of leads and trigger the next step

3. Two types of search mobile marketing pages

Search page suggests good decision path guidance

1) Authoritative institution type

Taking Guangdong Self-study Examination Application Center as an example

The header image mainly displays the business and selling points, and adds a sign-up button to attract users to click;

·Based on the hot search words, a manual consultation channel is provided for the registration time/conditions, examination subjects/fees, policies, etc.;

Solve user needs in a timely manner and improve user conversion intention;

·Show the advantages of famous schools such as examination venues, registration procedures, and academic qualifications, and create authority for prospective students;

2) Young lady image type

This type of video uses the atmosphere of a young lady’s study scene and beautiful scenes in the workplace to make the audience feel involved;

The central department uses scenarios to promote the advantages of applying for the exam, which warms up the audience's emotions;

·Add trigger buttons to registration information, discount claiming and other locations to achieve marketing goals;

The above is the Education Industry - Vocational Training/Academic Education Landing Page Optimization Guide shared with you in this issue. How about it, have you learned it?

Author: Baidu Guangzhou Branch

Source: Baidu Guangzhou Branch