Case study of building a high-conversion landing page for the education industry

What is the role of the bidding landing page?

It is a springboard for converting users. The bidding page carries traffic from all directions through the landing page, and then finally forms a conversion through insights into users and conversion-oriented copywriting.

It is worth mentioning that for many bidders, the bidding landing page is both a springboard and a farewell page. Hundreds and thousands of traffic came in through the creative entrance, "strolled" around the landing page and then left, without generating any inquiries or leaving any clues.

It may seem like just a few simple pages, no more than five screens, but there is a lot to it. Let's take the education industry as an example to explain its content framework:

1. The purpose of the first screen is to attract visitors to continue reading . It is necessary to list the selling points from the user's perspective and the benefits that can be obtained.

Specific content:

01. Company logo and name

02. 3 slideshows: the first 2 slides are for demand, and the last slide shows the company's strength

03. Information (form)/Get a free trial course now

2. Second screen, purpose: list user pain points and present scenarios

Specific content:

01. Product list/Students’ frequently asked questions list

02. Self-study is difficult, unsystematic, time-consuming, and inefficient.

03. Get a free trial class (inquiry link) / Make an appointment immediately to receive a learning package worth xxx yuan

3. The third screen, purpose: tell visitors who I am? How can I help you solve the problem?

Specific content:

01. Special advantages: one-on-one, live broadcast + recorded broadcast. Lifelong free learning, 24-hour learning, etc.

02. Professional team and outstanding teaching staff

03. Free consultation with teachers/test your own level (consultation link)

4. The fourth screen, purpose: tell visitors what makes us different from others and why they should choose us

Specific content:

01. Our colleagues are xxxx, and we are yyyy

02. Let's go aaaa and bbbbb

03. Register now, book now, and get xxx yuan off immediately (form/inquiry link)

5. End screen, purpose: guide visitors to consult immediately

Specific content:

01.The company received the certificate of honor

02. The company obtains positive third-party certification

03. Detailed employment status of trainees, including employment in Fortune 500 companies, senior management positions, etc.

04. Register today and you can get xx/xx discount spots left this month (inquiry form)

05. Student evaluation, group photo of students

6. Notes:

01. Maintain the logic of the page, from attracting customers to discovering pain points, and finally guiding customers to consult and leave clues

02. Don’t highlight the price on the page (you can highlight the discount amount)

03. There should be a floating consultation window on the right

Author: Pei Jia

Source: Houchang College

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