SoftEmblems is a creative agency based in Pakistan. In this article, the team shares how they developed a dynamic landing page https://kic.ac.ae/welcome/ for a well-known International College in the UAE.
The Problem: Scattered Data Without Automation & Reports
Various dashboards such as Facebook Ads Manager or Google Ads allow tracking the conversion and effectiveness of marketing campaigns with no effort. But when it comes to multiple marketing channels it’s hard to track the source of each and every conversion. Those dashboards do not give an understanding of how the exact lead is converted. You are offered to track only the overall numbers. Our client used a basic WordPress page built with few plugins such as Contact Form 7 to generate leads on the landing page and send them to the admission team for further processing.
Solution: Autopilot Lead Generation & Data-flow
SoftEmblems proposed an autopilot way to generate leads with proper parameters, sources, and other necessary dynamic information. We also offered to store all the info in a database; use multiple filters and reports to know the effectiveness of marketing campaigns.
Summary of implemented features:
- Highly convertible landing page built with Elementor
- Bilingual pages created with Polylang for a local audience
- Crocoblock CCT to store data
- JetEngine Forms for lead generation
- Zapier integration with Crocoblock CCT to redirect Facebook leads
- wpDataTables for dashboard and reports.
NOTE
JetEngine forms is a legacy feature now. We highly recommend implementing the functionality of the JetEngine forms described in this article using the JetFormBuilder plugin by Crocoblock.
Planning the workflow
In order to get uniform data from various marketing channels and store it in a table without unnecessary information, we decided to use a very handy feature of JetEngine — Custom Content Type (CCT). A plus point of CCT is that you can customize the columns of the database, implement REST API, and import-export data between various applications.
As the admission team needs to download the leads on a daily basis, we added an admin column flag (lead_status) in CCT to differentiate new and already downloaded leads.
The landing page
We built it with Elementor keeping in mind various rules of a highly convertible landing page:
- forms easy to fill in
- fast loading
- responsiveness
- branding & convincing uniform messages in both Arabic and English
The header of the page consists of a JetEngine Form mapped from Leads CCT which shows required fields for a student in addition to built-in validation rules. In order to know the performance of various marketing channels, we’ve inserted a hidden UTM parameter in the JetEngine Form which takes values from the URL set by Facebook and other platforms. These parameters help with identifying which campaign, source, ad, or keywords brought more leads.
You don’t need to design a JetEngine Form from scratch for CCT. You can just open the CCT page and click on the “Create new form” button on the right side. Boom! Your CCT fields will be imported to the form. Now, just modify them according to your needs and save them!
Marketing channels integration
There are 5-6 most effective marketing channels for the education field: Google Ads, Facebook, Instagram, LinkedIn, Twitter, and recently launched TikTok. It was easy to drive direct traffic from various ads/keywords from Google to the landing page. However, the case is different when it comes to the Facebook Lead Form. Luckily, they offer integration with Zappier. And thanks to the current update of JetEngine we were able to generate REST API end-points for CCT.
This makes the automation process more accurate and rapid. The lead form was directly connected to the end-point and all leads generated from Facebook were directed to the single storage. In addition, we felt comfortable inserting UTM parameters in our cold emails with Mailchimp & Gmail to convert students from those channels.
Dashboard
To avoid the manual handling of emails, we integrated wpDataTable with CCT. This way, the information about generated leads is displayed in a form of a table with various filters, sorting, and download options. That is how the work processes for the admission team were optimized. With the help of a single SQL query, we collected all data stored by Crocoblock in the tables with its accurate information (for example, the UTM parameters).
Reporting
Spending thousands of dollars on marketing campaigns without knowing their effectiveness is waste of time and resources. We arranged the report section which shows charts for various purposes such ad daily leads and campus-wise results. We set up a program-wise chart to show which college program is popular amongst the students. Another example — the source chart shows whether the students are coming from Facebook, Instagram, or Google.
Summary
With the help of Crocoblock JetEngine Forms & Custom Content Types, it was a very quick and smooth journey for our client to transform their landing page and bring the lead generation process to the next level. We are glad to have a very advanced dynamic system from Crocoblock which can solve complex problems for various organizations. Another plus is a constantly updated catalog of powerful plugins.
I’ll share another interesting integration of CCT for a courier service company in my next blog article. At last, I am very thankful to Andrey Shevchenko who helped me in solving some technical issues with the REST API. And I can’t forget the rest of the team who are contributing to the community on Facebook and GitHub.
