IE University: Optimizing landing pages and increasing conversions

Challenges

At the start of the partnership, the client faced significant challenges in three main areas:

• Low conversion rate on landing pages: Thelanding pages used in paid campaigns had an unsatisfactory conversion rate of 2.3%, which limited the return on investment (ROI) on the campaigns.
• Lead qualification: It was necessary to mature and qualify leads more efficiently before handing them over to the sales team, ensuring a more strategic use of commercial resources.
• Complexity in using Hubspot: The client was looking for a partner with proven experience in the Hubspot platform to handle complex tasks, including automation, personalization and advanced campaign analysis.

Solutions

To solve these problems, we developed and implemented a multifaceted strategy focused on optimizing landing pages, automating processes and qualifying leads. The main actions were:

1. Optimization of existing landing pages

   • Detailed analysis: Exhaustive review of dozens of existing landing pages to identify weak points in terms of content, design and user experience.
   • Improvements to content and design: Editing texts, images and CTA buttons to provide a more intuitive and engaging experience, increasing the chances of conversion.
   • A/B testing: Implementation of tests to compare different versions of pages, determining which elements generated the best results and adjusting campaigns in real time.

2. Creation of new landing pages

   • Personalization by buying journey: Development of landing pages adapted to each stage of the leads' buying journey, from initial capture to final conversion.
   • Focus on the user: Responsive design and content aimed at solving potential students' main doubts and needs, making it easier for them to decide to contact us.

3. Lead automation and qualification

   • Lead scoring system: Creation of a robust system in Hubspot to classify leads based on their behavior, history and interests. This allowed the sales team to prioritize the most promising contacts.
   • Process automation: Configuration of automated flows to manage leads, from the moment of conversion to delivery to the sales team.

4. Continuous analysis and monitoring

   • Advanced reporting in Hubspot: Using Hubspot to generate detailed reports on the performance of landing pages and campaigns, providing actionable insights to continuously improve the strategy.
   • Continuous monitoring: Constant supervision of the campaigns to ensure that everything was working as expected and quick adjustments where necessary.

Strategy implementation

Implementation was divided into phases to ensure methodical and efficient execution:

1. Initial phase: optimization of existing landing pages
   The first step involved detailed adjustments to the landing pages already in use. Elements such as texts, images, action buttons (CTAs) and navigation structures were analyzed, ensuring that each page offered a more fluid and conversion-oriented experience. A/B testing played an essential role in this phase, allowing us to identify the most effective combinations of visual and textual elements.

2. Advanced phase: creation of new landing pages
   After demonstrating the value of the initial improvements, we moved on to creating new landing pages. Each one was customized to respond to different lead profiles and stages in the sales funnel, resulting in a more relevant experience for potential students and a substantial increase in conversions.

3. Automation and qualification
   Using Hubspot, we developed an automation system that integrated lead scoring, personalized email marketing campaigns and an efficient workflow between marketing and sales. This approach not only saved time, but also ensured that qualified leads were routed to the right representatives in a timely manner.

4. Continuous analysis and adjustments
   We used regular reports to monitor the KPIs and provide the client with a clear overview of the results obtained. This approach allowed for quick adjustments and continuous improvements, keeping the strategy aligned with the goals.

Results achieved

The results were significant, highlighting the positive impact of the actions implemented:

• Increase in conversion rate: After the initial optimization, the conversion rate of the landing pages increased from 2.3% to 7%. With the creation of the new pages, this rate rose even further, reaching 10% and even 12% in specific campaigns.
• Improved ROI: The increased efficiency of the landing pages significantly reduced the cost per lead, maximizing the return on investment in paid campaigns.
• Lead qualification: The sales team now receives a constant flow of highly qualified leads, allowing for more effective use of resources and a direct increase in sales.
• International recognition: The success of the initiatives resulted in a special mention by Hubspot, recognizing Latigid as one of the partners that has made the most use of the platform's advanced capabilities in the world.

Conclusion

This project is a clear example of how optimization and automation can transform digital marketing results. By addressing the initial challenges with strategic solutions, Latigid was able not only to improve conversion rates and ROI, but also to strengthen the alignment between marketing and sales.

The collaboration with this client continues to this day, after more than five years of partnership. We continue to create content, adjust campaigns and monitor Landing Pages, ensuring that they are always in line with SEO best practices and digital trends. This long-lasting relationship reflects Latigid's commitment to providing sustainable and adaptable solutions that generate long-term results for its clients.

With a constant focus on innovation and excellence, this case study highlights the impact that a personalized, results-oriented approach can have on the success of global organizations.