Landing Page Optimization Case Study
Nova Southeastern University’s three online master in law programs were having trouble acquiring the exposure, traffic, and lead flow necessary to hit student enrollment goals. While a marketing budget was in place, the traffic generated from this advertising was being driven to the homepage of the website, which was not optimized utilizing conversion best practices.
Landing pages are the foundation to any successful digital marketing campaign. Circa Interactive worked directly with the team at the Shepard Broad College of Law to create landing pages that successfully convert traffic to lead, while also accurately represent the Shepard Broad brand and program offerings.
The Circa Interactive team started the Landing Page creation process by completing a deep-dive into the Shepard Broad brand, as well as the individual program brands. Through faculty and administrator interviews, Circa was able to fully understand the programs themselves as well as target markets. From there, Circa recommended a landing page design that had historically converted well to lead based on testing, as well as images and copy.
Traffic Conversion Rate Increased by 260%
Clean Design & Layout
An aesthetically pleasing design was introduced that focused on the user, with fresh images, easily comprehendible short copy, and straightforward value propositions.
Accurate Representation of Brand
Images were selected that accurately represent the target student personas of the program, and program accreditation and awards were provided to help move the potential student towards converting.
Dramatic Increase in Budget Efficiency
Over the following six months post-launch, the programs were able to produce almost 600 leads while dropping their aggregate cost-per-lead to only $55.