Degree About Pages Documentation

About Pages are meant to serve the same purpose that off-site Organic and Paid Landing Pages do, but on the edX.org domain. The typical 2U strategy is to create an Organic Landing Page, which is indexed by search engines and includes more information about the product upfront, and a Paid Landing Page, which is used in paid media and focused on driving lead conversions. edX Product About Pages accomplish both purposes: it is a content-rich information repository and a powerful conversion driver. Creating About Pages on the edX.org domain is the final step in bringing all 2U products under the edX brand.

The Product About Page is the heart of the discovery experience on edX. These critical mid-funnel pages are where learners land once their interest in a particular product is piqued and they want to know more, and must play a dual role as a repository of information about the product as well as a conversion-generating tool. They also play an important SEO role, as many learners find them via search engines without going through the top of the edX funnel. Simply put, without Product About Pages, edX doesn’t work.

Mega-Spec: Product About Pages

Stakeholder Process Steps to Standing up a net new page

  1. Marketing Operations gathers necessary information for launch from Creative + other stakeholders prior to ticketing.
  2. Marketing Operations creates an epic ticket for Web Operations. 
  3. Marketing Operations creates a ticket for creating the URL/UUID by following this Jira ticket template and assigns it to Ned Elwell.
  4. Marketing Operations creates a ticket for publishing the URL/UUID on the go-live date by following this Jira ticket template and assigns it to Ned Elwell.
  5. Once the URL/UUID is created, Marketing Operations creates a ticket for the page build following this Jira ticket template and assigns it to Kaileigh Witczak.
  6. Web Operations builds the page and sends it to Marketing Operations for review after a successful deployment/build. 
  7. Marketing Operations reviews the page within the /secure-preview/ link and submits a test lead (Work with Program Analytics to verify the lead). 
    1. For the password to access the /secure-preview/ link, please reach out to Web Strategy & Operations.
  8. Once approved, Web Operations publishes the changes for the content on the page.
  9. On the go-live date, Ned Elwell will execute the ticket from step 4 to publish the URL/UUID.
  10. After a successful deployment/build, the page should be showing on the live URL.
  11. Marketing Operations can then do a live QA and close any related tickets.

Design Limitations

All our Degree about pages are designed using a template and thus look very similar (some may or may not omit certain sections. Here is a screenshot below of this live Pepperdine MBA about page:

Expected Format:

Hero section: with H1, body, and 2-3 factoids

  • Character limit for the factoids because of design

About the Program section: bulleted list, H2, body

  • Bulleted list must be checkmarks
  • Bulleted list text must follow format of:
    Bold text: unbolded text
    Logo: Max height of 72px

Form: Compliance-approved language for the header and intro text

Expected Format:

Tuition and Fees section: Approved tuition language with individual site link and individual tuition range/costs
Disclaimer section: Approved compliance language
Curriculum/Concentration section: Header, body(can format; rich-text editor), and bulleted list

Expected Format:

Admissions: Header, body(can format; rich-text editor), and bulleted list
Immersion: Header, image, and body(can format; rich-text editor)
CTA: Global language we don’t have control to edit “Want to learn more?”
Footnotes: Footnote citation should follow style as seen in the screenshot above.