Increase the conversion rate with a carrot
Customers love getting more than expected. They become even more interested in a product when they get a free sample. We see it in supermarkets, when we are treated to a new snack or when we choose miniature cosmetics or sample packets, so we can give them a try and think about a full-sized product. Your potential course participants think and act the same way. Provide a free demo or first lesson for free. A good appetizer whets the appetite and makes us reach for more. A unique, valuable offer or sample is the key element of course advertising. With a landing page, you can build a group of your potential customers who will learn about your product and buy it.
When creating your landing page for course advertising, remember that it has to solve a problem by teaching some techniques or giving valuable knowledge. To reach your potential customers better, think who your marketing persona is – your ideal trainee. Define their problem and show how your course helps with solving it. Describe the subjects and check what your persona is looking for or what their interests are. If you relate to some examples during your course, make them as close to your recipients as possible, not a total abstraction.
Your course’s value should be clear for every landing page visitor as soon as they enter the website. The first view above the fold (the part visible without scrolling) has the biggest impact on recipients, making them more likely to make some impulsive decisions. It is worth using that mechanism. Prepare a catchy headline and highlighting – with capitals and compatible graphics – the strongest assets of your offer and course, right in that place. Also, use this space for a Call To Action button. When the visitor is intrigued by an interesting headline and your proposition, make hay while the sun shines and encourage them to participate in your course. If your offer is time-limited, place a counter in a visible spot, reminding about the offer’s end.
Then, the landing page made for your online course should include the following elements: introducing you, your experience, competencies, certifications, education history. Describe in detail your course’s subject, its agenda or phases to give your recipients even more encouraging information. If you already have some background in courses or training events, add opinions and reviews from your previous participants and clients. Such social proof will confirm your experience and knowledge.