lsm munich 2014_successful_landingpages

Building successful Landingpages

Goals and when to use

How to build

What about traffic and testing

Further Tipps

About me

Kamila Director User Experience & Design @ CHIP

Digital Co Founder DieProduktMacher GmbH Head of Consulting Valiton Senior PM FriendScout24 Passion for:

User Centered Design Analytics Conversion Optimization

Goals and when to use

Learn about the marketpotential

Validate currentassumptions and get in contact with morepotential customers

BUT: you have to know theproblem and your valueproposition

BUT: you have to knowyour customer to adressthe right people

OF COURSE: you want tolearn – thus, thelandingpage will change

How to build: 7 tipps

1. Define the KPIs / Goals

Examples: Newsletter Signups Registrations Clicks on a download button (incl. charges)

2. One Landingpage per goal / customer group/ product

BUT: During LSM it is better to finalize one

landingpage for the early adopters

3. Focus on the most important information

Short and precise text No unnecessary elements (e.g. navigation) Clear user guideance

4. Include trust elements

Place a logo on the top of the page Show what´s coming next Addtional information, certificates,

references, testimonials (below the fold)

5. Emotion / Image to visualize the solution

Add a Hero Shot Not necessarily the product – emotions also

possible But do not detract from the call to action ;-)

6. Communication - USPs

Describe your value proposition It has to be to the point But, not just a plain explenation of all

features, that´s boring ;-)

7. Call-to-action

„Hero“ Button Comprehensive text No further distracting elements

1. KPI / Goal: Download

2. One per product…

3. Focus4. Trust5. Emotion / Image6. USPs7. Call-to-action

EXAMPLE 1: http://macpaw.com/hider

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1. KPI / Goal: getStarted

2. One per product…

3. Focus4. Trust5. Emotion / Image6. USPs7. Call-to-action

EXAMPLE 2: http://www.montagebook.com/

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1. KPI / Goal: registration

2. One per product…

3. Focus4. Trust5. Emotion / Image6. USPs7. Call-to-action

EXAMPLE 3

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What about traffic and testing?

You know your Customer Segment? Then becreative where to find them!

Google / Search engines

SEO: add the keywords to title, metadescription… but long term

SEA: try campaigns with different key words It has to be relevant content

Social Media

Perhaps you wish to add a campaign here Search for relevant groups and post here Even do not hesitate to contact people

directly Use our network

Be creative, think out of the box

Now it is also time to contact people youhave interviewed already

There are always some blogs, communities…

Be creative, think out of the box

Comments in articles Reddit, gute Frage,…. Possible multipliers…

Do not forget to measure and learn!

Do not forget to implement trackingaccording to your key metrics

Each campaign should get a tracking code: use for example bitly

Do A/B Testing

Go out again!

Get Started!

www.unbouncepages.com

1. Pick template 2. Edit template

www.unbouncepages.com

3. Track & Test

Further Tipps

If you want realistic results, do not just post in your private accounts – sure your family and

friends love you and will do everything foryou.

Look at the results and do changes ifnecessary – also here it is necessary to define

success criteria in advance

Be kind to your customer – as your product isnot available yet, you have to explainafterwards and try to stay in contact!

Have fun and do an awesome job!!!

Kamila StanitzekCo Foounder

Email: Kamila.Stanitzek@DieProduktMacher.com

Telefon: 089 / 189 46 54 0

Twitter: @kstanitzek

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