Education
EASY READING HELPS STUDENTS FIND THE BEST PATH FORWARD
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.
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Education
Landing pages for education
convert 38% higher than the
overall industry baseline.
Education
Education landing pages convert best when they’re shorter and
easier to read.
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
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