Marketers in education use landing pages to add a personal, aspirational, or emotional touch to their offerings. (This is true whether you’re promoting a daycare or doctorate program.) While college course catalogs can be overwhelming, education landing pages can help prospective students focus on particular programs, showcase talented faculty, and tell stories about successful graduates.
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What’s this mean? Our analysis shows that conversion rates improve as pages become easier to read and decline as marketers use more words. Aim to get your education landing pages as short as possible (we’d suggest that below 300 words is a great compromise if you can’t go too low). Learn about our methodology.
On the whole, education landing pages are more challenging to read than the overall industry baseline. But even if you’re marketing post-graduate college programs, it’s best to use vocabulary and sentences that a high school sophomore could handle—these pages tend to convert more when they're easier to read.
It’s probably not that surprising that landing pages for primary education (and tutors) tend to use more words associated with joy (like confident, engaged, and excel) than the education baseline. There’s no firm evidence for a correlation with more conversions, however.
Primary education and tutoring pages are the longest of those we analyzed for this industry. (Yes, even compared to pages promoting college programs.) Based on our analysis, however, we’d recommend using 500 words or fewer because shorter education pages tend to convert better.
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