first impressions matter: leanux design of landing page #1
DESCRIPTION
My talk on Landing Page Design at Lean Startup Machine Tokyo 2013.TRANSCRIPT
First Impressions Matter: LeanUX Design of Landing Page
@sprmari0
Lean Startup Machine Tokyo | May 17th-19th 2013
(Courtesy of Jefrey Bulla)
What’s the point?
Think in their workflow
Why?
• There is an intended behavior we want to
create.
• We have no direct control over user behavior.
• Design gives us means to control the
contextual environment and evaluate the
resulting effect.
Why?
“Customers don’t care about your solution. They care about their problems.”
- @davemcclure
First Touchpoint Experience
Customers are increasingly using the web as first touchpoint. *Winning the Zero Moment of Truth (ZMOT)
First impressions are 94% design related; positive first impressions lead to higher satisfaction. *Persuasive Design of Destination Web Sites: An Analysis of First Impression
*Users love simple and familiar designs – Why website need to make great first impression
“Powers of 10”
0.1sec: Form first impression about a website.
1sec: Stay focused on their current train of thought.
10sec: Often leave the website.
1min: Able to complete simple task.
10min: Long visit to a website.
*Powers of 10: Time Scales in User Experience
(Cont’d)
Starting Point of Journey
*User Experience Journey Map
Make An Assumption of Your Customers
Name and Picture
What does the persona look like? What’s the persona’s name?
Characteristics
What are the persona’s relevant characteristics?
Need and Pain
Why the persona want to use the product ?
*Persona Sets
Test Your Ideas
Create & Encourage Emotional Connection
Build ‘Memorable’ Website
Emotional Design
*Plutchik’s Emotion Wheel
Different emotional layers
*Emotional Design: Why we Love (or Hate) Everyday Things
Visceral
Reflective Behavioral
Visceral – Attractiveness
Behavioral – Usage
Reflective – Self-Image
‘Emotional’ Landing Page
Simplified Layout
Headline
• Key Benefit • Key Benefit • Key Benefit
Social Proof
Large Graphic
Call-to-Action
Headline
First thing read for customers to search for specific solution to their problem.
*Airbnb
Big Picture Hypothesis = Solution Hypothesis = Value Proposition
Key Benefits
How does your product or service benefit the customer?
Large Graphic
Image high-lighting product and conveys happy customer experience.
*Square
Social Proof
Social networks to establish credibility and trust by building multi-touchpoints.
Call-to-Action
Solicit one clear action that tests your riskiest assumptions.
*Flickr
Total number and ratio of early adaptors, interests, etc.
Questions to be answered
Stimulus Awareness Relevance Confidence Satisfaction
Who is this for?
How long will this take?
What should I do next?
Where should I go next?
How should I do it? *ARCS Model
Don’t blow it
• The headline is everything and will probably have
the biggest impact on conversions—A/B Split Test
the Headline.
• Don’t be lazy about the page design. Polish =
Credibility.
• People don’t read. Keep copy clear & concise.
3 Pillars of Emotional Design
Visceral Design
Behavioral Design
Reflective Design
Makes you feel… Helps you do… Says about your…
Skeumorphism
Path
First Impressions Matter: LeanUX Design of Landing Page
@sprmari0