Transforming Campaign Performance for the University of Surrey
The University of Surrey partnered with 7DOTS to overhaul its campaign landing pages following the success of our course page UX and design work. The goal: improve engagement and conversion across high-investment marketing activity, while enabling flexibility for internal teams.
The Problem
The University of Surrey runs advertising campaigns across UK and international markets to attract undergraduate, postgraduate, and international students. While legacy campaigns drove significant traffic, their landing pages weren’t converting at the level needed. The templates in use were fixed, inflexible, and not designed with UX best practice in mind. Internal teams were forced to improvise, resulting in inconsistent structures and mixed user experiences.
Working in partnership with 7DOTS, the University needed UX and design expertise to deliver a more effective and scalable solution. The campaign pages needed to work harder, convert more, and be easier to manage for both the marketing and development teams.
The Solution
We started by researching the University of Surrey, their sector competitors, and relevant out-of-sector examples. This insight shaped a custom in-person workshop involving the University’s UK and international marketing teams.
The session opened with an overview of what makes a great landing page, building a shared understanding and language across the group. With this foundation in place, we moved into a collaborative working session to surface requirements, pain points, and aspirations—not just to diagnose problems, but to define what 'great' should look like.
From there, we:
- Delivered a strategic framework for campaign landing pages with a clear focus on flexibility, clarity, and conversion
- Designed new wireframes and components rooted in UX best practices, accommodating multiple campaign types, sub-brands, and user journeys
- Partnered with the development team to ensure seamless implementation and long-term maintainability
The result was a customisable, scalable set of campaign landing templates designed to support marketing effectiveness at every level.
Metrics that Matter
- Conversion rate increased by 76% in the first week post-launch, from 5.91% to 10.42%
- Delivering over 1,200 leads every 7 days (up from 680)
- Creating considerable improvements in ROI from the same media spend
The Outcome
This programme has set a new benchmark for campaign delivery at the University of Surrey. The initial success with international pages will now be rolled out to both undergraduate and postgraduate campaigns.
Beyond the numbers, the engagement process created a shared language and framework across marketing teams. This is enabling faster campaign delivery, greater brand consistency, and a more strategic approach to landing page design. The result: long-term efficiencies and stronger outcomes for every future campaign.
