ion - best landing page software
ion - multipage post-click landing page experiences
ion - mobile optimized landing pages, microsites and conversion paths
ion - landing page testing of more than headlines and button colors
ion - moving fast and launching ideas without code or developers
ion - landing page targeting and personalization
ion - landing page software integration
ion - turning click throughs into breakthroughs

Resources

Centre for Arts and Technology

An Art School Gets Creative With ion's Custom Landing Pages.

"As an art school we have to make sure that things are very visually appealing — and in that sense very creative — and before ion we were very limited." –Teresa Doulos, Interactive Marketing Manager

background

The Centre for Arts and Technology is a leading art and design college with three campuses located in Canada. The school offers thirteen post-secondary programs ranging from 3D animation and Fashion Design to Digital Filmmaking and Event and Promotions Management.

challenge

The Centre for Arts and Technology was using program-specific landing pages for their PPC campaigns, but they felt limited by their one page landing experiences. The landing pages that they used were hand coded and built by a third party, so it wasn’t easy to change content, make updates, or create entirely new experiences. Since these landing experiences were basically just a single form page, the space restricted the amount of content and images they could display. As an art school their potential students expected to see something visually appealing and creative, yet the process by which pages were created was limiting the marketing team’s ability to meet user expectations.

solution

The Centre for Arts and Technology began using the ion paltform in September 2010.

With ion's platform, the Centre’s marketing team created seven individual program-specific microsites. Each microsite was paired with a targeted PPC campaign, and the ultimate goal of each microsite was to have potential students to fill out a contact form. No longer limited by one page, the Centre was able to showcase student work, testimonials, host videos, and outline program details. ion gave the Centre a canvas to showcase their programs and to connect with future students without needing developers or IT resources.

results

The Centre’s conversion rates increased from 4% to as much as 19% by moving from single, hand-coded page experiences to content-rich microsites in the ion platform.

Not only did conversion rates soar, but they also saw their lead quality increase. Instead of going to the Centre’s homepage (which has so much information that it’s hard to navigate), or a landing page with just a snippet of information, potential students were being sent to targeted, specific landing experiences that were very visual and informational. Potential students knew very quickly whether or not it was the type of program they were hoping to find, so when they filled out a form they were definitely interested.

With ion, Centre for Arts and Technology now has the flexibility and ability to test new campaign ideas and custom landing page ideas as soon as they think of them. They recently launched a contest aimed at high school students where each contest category related directly to a post-secondary program at the Centre. Within four days, the Centre’s marketing team was able to build and launch the contest campaign microsite. Before ion, this would have taken them two to three weeks.

As the Centre’s Interactive Marketing Manager Teresa Doulos explains, “ion has given us another avenue to always have fresh content and fresh development, without having to worry about managing and updating a large website all of the time.”

what's next

The Centre plans to create highly visual “gallery-style” custom landing pages that will feature student work and testimonials. ion’s sophisticated and flexible templates give the Centre the ability to quickly create landing experiences that connect with their potential students and inspire them to think about what they too can create.

Download Case Study PDF

Landing Page Case Studies: B2B
Dell
Dell

“ion was a key enabler in our online lead gen strategy that resulted in a 10X increase in opportunities for our sales teams in a two year timeframe.”

DHL Express
DHL Express

“Going from a very low conversion rate to as much as nine percent, now, has really made a difference in our ROI.”

Paychex
Paychex

“We wouldn’t be able to report on the full scope of how much revenue and how many leads paid search is driving without both ion and Mongoose Metrics.”

Landing Page Case Studies: B2C
Genworth Financial, U.S. Life Division
Genworth Financial, U.S. Life Division

“Over the course of two years, ion has helped us increase our lead volume by 3,000%. We’re boasting a staggering 350% increase in digitally-driven revenue.”

American Greetings
American Greetings

“On Mother’s Day alone, the real-time change in traffic splits resulted in over $45,000 in incremental revenue. That’s revenue that would have been lost without ion’s actionable, real-time approach. We don’t continue to lose on any test—we auto-optimize as soon as we have significance.”

General Mills Canada
General Mills Canada

“With the flexible, reactive nature of the ion templates, I can modify and iterate landing pages on the fly which ultimately makes it so much easier to create targeted, specific landing pages.”

Landing Page Case Studies: Agencies
Axway
Axway

“Using ion’s platform to manage and test Axway’s PPC landing page program has helped Anvil save Axway over $100,000 per year, increasing their ROI by 291% (including services costs). Axway has seen a significant improvement in the number of leads and in the cost-per-lead since this program started.”

Closed Loop Marketing
Closed Loop Marketing

“The ion platform enables a continual cycle of innovation that allows our clients to maximize the return on their online marketing—I see it as a direct source of competitive advantage for them.”

Maggiano’s
Maggiano’s

Because the landing page converted users at such a high rate, Maggiano’s decided to put a link to it up on their website home page. Almost a month after the initial launch, traffic on the landing page is still converting at 65%.