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  Education

EASY READING HELPS
STUDENTS FIND THE BEST PATH FORWARD

CBR Education Hero Image (mobile)
CBR Education Hero Icons

  Education

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.

  • Education landing pages have a median baseline conversion rate of 4.5%, but best-in-class pages convert at 27% (based on the top 25th percentile).
  • Our machine learning model analyzed 7,858 education landing pages that have achieved 5,827,752 conversions.
  • Below, our machine learning algorithm has organized these types of pages into 3 subcategories that suggest different phases and approaches to education.

Accelerate results with simple CRO

Access the full Conversion Benchmark Report for detailed industry benchmarks, in-depth conversion rate insights, top-performing channels, and more.

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  Education

Landing pages for education
convert 38% higher than the
overall industry baseline.

Conversion Rate by Education Type
Conversion Rate by Education Type (mobile)
Share Graphic

  Education

Education landing pages convert best when they’re shorter and
easier to read.

Education Conversion Rate by Reading Ease and Word Count Graphs
Education Conversion Rate by Reading Ease and Word Count Graphs (mobile)
lightbulb icon

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.

  Education

Education by the numbers

 11%

Harder Reading on Education Pages

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.

 43%

More Joyful on Primary School Pages

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.

 26%

Wordier on Primary School Pages

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.

Education Templates Image Education Templates Image (mobile)

  Education

Get campaigns running fast with free, high-converting templates.

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Browse templates and build your next education page from an Unbounce template.
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