We continue the series related to the use of landing pages. Today we will hint at how to use them to promote the offer of a language school.
1. As we have already mentioned before, a landing page should promote a specific offer addressed to a specific target group. It is good to launch the landing page at a separate Internet address, outside the entire company website and focus on presentation of the offer to selected persons.
An example? Sure:
www.englishforkids.languageschool.com – a website with the offer of English courses for children, with a landing page in the language school’s domain
www.languageschool.com/germanforbusiness – a landing page with the offer of German courses
2. Using the landing page you not only can sell your offer but also probe the market. For example, if you wonder whether there is a market for Chinese teaching in your city, prepare a landing page informing how important Chinese learning is and that your school is planning to introduce such courses into the offer. The message needs to be clear: „if you’re interested in Chinese learning – leave your e-mail address”. If less than twenty people leave their e-mail addresses during a few weeks, then the offer is probably too exotic for the local market. But if within such period you manage to attract 100-200 customers expressing preliminary interest, then the chances to launch at least one group improve. Send a specific price offer to those people.
3. When promoting your current offer, it is worthwhile using the landing page to attract early birds. Instead of worrying about sale of courses in September, offer a discount of EUR 50 for enrolling in August and additionally give two free cinema tickets or textbooks for free to those who pay for the entire term in advance. Is that a lot? Not really, and you will have much more peaceful time planning your business if you have money for the entire term in advance on your account. This is a classic win-win situation – customers receive a discount or a gift while you have customers and their money.
4. You can also use the landing page to check what advertising actions are most effective. E.g. advertise a given landing page (English for children) only at X portal, and another one (English for adults) at Y portal. Buy campaigns providing for the same number of visits and then compare: which one was cheaper, which one redirected traffic to the landing page better and which offer sold better. But do not jump to conclusions: before you reject a portal, try to switch campaigns between them, i.e. advertise English for children at Y portal, and English for adults at X portal- it may turn out that this will help you increase the sales.
5. It is worthwhile using the landing page to promote temporary or limited offers. Propose to customers a discount available only until month end, or e.g. five cheaper places at the course. The offer is attractive only when people visiting the page see that it is somehow limited – unless they take advantage of the offer fact, it will end soon.
This is just a handful of ideas on how to use the landing page, but those are not all possibilities. Don’t be afraid to experiment. Try to promote new offer, create a landing page and definitely take note of what you did and what effect you achieved. This will help you find the key to the most effective landing page for your language school.