Campaign landing page guidance for University staff

Summary

This page provides an overview of how campaign landing pages are used on University websites and how you can manage them.

Purpose 

This guidance has been created as part of our digital standards to ensure consistency and quality. 

What are campaign landing pages?

Campaign landing pages (CLPs) are effectively ‘hidden pages’. The difference being these pages have a specific purpose to support a campaign. 

Key Performance Indicators (KPIs) 

Please ensure KPIs have been considered to determine the impact and success rates of of the CLPs. Examples being; 

• Conversion Metrics 

• Traffic & Engagement Metrics 

• User Behaviour Metrics 

• Cost & ROI Metrics 

Lifespan 

Whilst CLPs may be hidden from website navigation, they can confuse the UX or user-journey. Please endeavour to keep the lifespan of a CLP limited. 

If you do require the page for a long period of time, please consider, 

• Repurposing or editing existing content 

• Repurposing or editing an existing web page 

• Requesting a landing page (is included in site navigation, has a left-hand menu etc.) 

SEO 

Please ensure a ‘noindex’ tag is built into the templates so that they pages are not found by site crawlers. 

Call to action (CTA) 

Typically, CLPs should focus on a minimal number of CTAs. E.g. if the purpose is lead capture and the CLP hosts a form, video and links to other pages. It could distract the user and decrease the chance of them completing the form. If you require more than one CTA on the page, you may need review tactics.  

• Can you repurpose or edit existing content? 

• Can you plan a series of campaign activity e.g. follow-up emails?  

• Can you plan a series of ads with supporting CLPs? 

Branding 

Please follow university brand guidelines when designed CLPs. 

In addition, there is campaign specific guidance. 

A/B Testing and Optimisation 

Please consider Click Rate Optimisation (CRO) when planning and designing a CLP. Ensuring its well designed and regularly tested. Consider 

• Testing different headlines, CTAs, images, and copy to improve conversion rates. 

• Using tools like Google Optimize, Hotjar, or A/B testing software. 

Technical considerations 

• Ensure CLPs comply with Web and Content Accessibility Guidelines (this is a legal requirement) 

• Must be mobile-Friendly with fast-loading design 

• Ensure the page is fully responsive for all devices. 

• Optimise images and scripts for fast loading speeds. 

• Keep forms and CTAs easily tappable on mobile screens. 

• Subdomains – CLPs must use UoM subdomains. Reputation and credibility are at risk if users are signposted to non-Manchester.ac.uk subdomains.