landing page testing: get customers...before coding
DESCRIPTION
Presentation for Sharp Skirts Get Sharp Program. Spoke on 5/11/2011 on Landing Page Strategies: Getting Customers Without CodingTRANSCRIPT
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Get Sharp:Getting your first customers online without coding
Elizabeth Yinco-founder LaunchBit
May 11, 2011
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Agenda
Introduction Landing Page Testing Identifying Hypotheses Building Landing Pages Marketing Landing Pages Analyzing Landing Pages
Case Study: The Wed Connect Q & A
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In high school, we decided to become internet entrepreneurs
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Shiny Orb is a social shopping site for wedding apparel
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DressMob is a social shopping site for all dresses
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Building a website has become very accessible
1990s 2010
Difficulty HARD Easier
Speed Months/Years Days/Weeks/Months
Options Hire, Try to learnHire, Try to learn, outsource, 3rd party tools
Resources Books, friendsBooks, friends, online, forums, Craigslist
Sites are being built more quickly and easily
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The biggest obstacle for you is no longer technical
Do you have a product that
people want??
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Landing Page Testing
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Just what exactly is a landing page test?
A measurement ofcustomer demand
through a single webpagewith a single call-to-action
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Dropbox got 200,000 signups with just a video
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Why should you do landing page tests? Understand your customer acquisition Little investment required No coding needed No product needed Little time Little $$
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IdentifyingHypotheses
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Write down the top assumptions about your business Write down your assumptions E.g. People will sign up for an online social
exercise-motivation service. E.g. People will pay a monthly subscription E.g. Maybe $9.99 / mo?
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Building Landing Pages
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Use headlines to concisely describe your product
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Describe the top benefits with short bullet points
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Pay attention to layout and keep important things “above the fold”
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Show what your product looks like with “screenshots”
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Show a product demo through videos or presentations
http://www.goanimate.com http://www.prezi.com
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Adding testimonials can lend credibility to your product
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Have a clear call-to-action so people know what to do
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Use a signup form to get information on your power users
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There are many WYSIWYG platforms for building webpages
http://www.weebly.com
http://www.yola.com
http://sites.google.com
http://www.unbounce.com
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Success of your landing page requires analytics data
# of Visitors
# of Signups
http://analytics.google.com
http://www.unbounce.com
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A landing page should be very simple and concise
Benefit #1 Benefit #2 Benefit #3
Call to Action
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Your landing page should send the right message in 5 seconds
http://www.usabilityhub.com
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Marketing Landing Pages
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Diversify marketing by trying many different channels Small amounts of marketing across
multiple channels Q & A platforms Online forums Ads
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Q&A forums and other industry specific sites are like “annuities”
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People in online groups can offer quality verbal feedback
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Ads are a great way to get traffic to your page quickly
http://adwords.google.com
http://adcenter.microsoft.com
http://www.facebook.com/advertising
http://www.technorati.com
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Analyzing Landing Pages
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Analyze your conversion funnel for possible business viability
Forums Email Ads Facebook
Page Visitors
Watched Demo Video
Signed Up
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Compare landing page results with your hypotheses
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Case Study:The Wed Connect
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The Wed Connect is our own experience at quick idea testing
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In 5 days, we had numbers to evaluate The Wed Connect
Quick math: Charge wedding vendors $2 / lead * 21 leads = $42 Costs: $0.44 * 68 people = $29.92 Potential profit: $0.58 / person
Bounce Rates
87% of 68 people
56% of 16 people
21 Signups
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Qualitative feedback taught us about the customer
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We determined the viability of The Wed Connect in just 1 week
Great initial numbers but a frustrating business
0 1 2 7 8
1 day Customer Research
1 day Build MVP
5 days Testing and Marketing
1 day Analysis
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LaunchBit helps new, aspiring entrepreneurs launch their ideas
http://classroom.launchbit.com
http://guide.launchbit.com
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Got any questions about doing landing page tests?
More questions? [email protected] Mailing list: [email protected] Blog: blog.launchbit.com Twitter: @launchbit www.launchbit.com