Most students entering Universities today are millennials, and if there is one thing that I know about my generation, other than the fact that we ruin absolutely everything, it’s that we have really short attention spans. This poses higher education marketing teams with a problem. Digital Ads have become a key tool in the way universities attract students and shortening attention spans
Most university landing pages look like this:
It’s not unusable, but it’s not particularly engaging either. The page isn’t particularly visual, it depends on blocks of text to convey information and worst of all, it uses a form for lead capture. All of these elements fit the traditional mode of CRO and landing page design well but in the age of social media and messaging apps they simply don’t cut it. Marketers have 7 seconds to capture user attention once they land on the page, and elements like these ones simply can’t achieve that because they don’t cater to the ay prospects actually interact with the web. Put simply, people don’t like reading text, and they don’t like filling out forms. This is why higher education Google Ads conversion rates are consistently below 5%.
Conversational Landing Pages solve this problem by reimagining the lead generation user experience with the underlying philosophy that “less is more.”
In practice this transformation has two effects:
- Rather than presenting information in blocks of disparate text all at one go, the bot sends a trickle of easily-digestible, tweet-length messages, ensuring that prospects retain more information.
- The page uses a chat to capture leads instead of a traditional lead capture form. This transforms an otherwise lonely form-filling process into a two-way interaction between prospect and company.
The end result is a more interactive lead generation experience that effectively captures prospect attention and increases conversion rate by 2-3x.
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Arnav is the Director of Content Marketing at Tars. He spends most days building bots, writing about conversational design and scrolling through Giphy’s trending section looking for the gifs that go into the Tars Newsletter.