EALDE Business School. Landing Pages
Client
EALDE Business School
Timeline
December 2021 - May 2025
Tools
WordPress · Unbounce · Webflow · Google Ads · Claude Code
EALDE runs paid acquisition campaigns across multiple programmes simultaneously. Each programme has a distinct audience, positioning and competitive context. The landing pages needed to convert paid traffic into qualified leads, and the results needed to be measurable.
I designed and iterated the landing pages for EALDE's main programmes, working closely with the SEM team to test, refine and improve conversion rates over time.
Each landing was structured around a single objective: getting the visitor to request information. Layout, hierarchy and calls to action were all subordinated to that goal.
The design process was iterative. Initial versions were tested against traffic data, and underperforming elements (form placement, headline hierarchy, CTA copy and position) were identified and redesigned. This cycle of design, test and refine drove consistent improvements across the programme portfolio.
Conversion rate improvements following redesign and optimisation:
- Master in Risk Management: 1.8% → 2.6%
- Master in Compliance, Fraud & Money Laundering: 1.5% → 2.1%
- Master in Corporate Sustainability: 1.8% → 2.2%
To measure and validate landing page performance, I built two lightweight internal tools, using AI-assisted development to move from need to working tool quickly:
- Lead tracker: connects Salesforce and Google Analytics to automatically generate a chart showing lead volume per landing page, removing the need to cross-check both platforms manually.
See example 🡥 - Load speed tracker: logs Lighthouse scores over time, charting performance trends to catch regressions before they affect conversion.
