Landing Page Testing: get customers...before coding

Get Sharp:Getting your first customersonline without codingElizabeth Yinco-founder LaunchBitMay 11, 2011

Agenda Introduction Landing Page Testing  Identifying Hypotheses  Building Landing Pages  Marketing Landing Pages  Analyzing Landing Pages Case Study: The Wed Connect Q&A

In high school, we decided tobecome internet entrepreneurs

Shiny Orb is a social shopping sitefor wedding apparel

DressMob is a social shopping sitefor all dresses

Building a website has becomevery accessible 1990s 2010Difficulty HARD EasierSpeed Months/Years Days/Weeks/Months Hire, Try to learn, outsource,Options Hire, Try to learn 3rd party tools Books, friends, online,Resources Books, friends forums, Craigslist Sites are being built more quickly and easily

The biggest obstacle for you is nolonger technical Do you have a product that people want??

Landing PageTesting

Just what exactly is a landingpage test? A measurement of customer demand through a single webpage with a single call-to-action

Dropbox got 200,000 signups withjust a video

Why should you do landingpage tests? Understand your customer acquisition Little investment required  No coding needed  No product needed  Little time  Little $$

IdentifyingHypotheses

Write down the top assumptionsabout 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?

BuildingLanding Pages

Use headlines to conciselydescribe your product

Describe the top benefits withshort bullet points

Pay attention to layout and keepimportant things “above the fold”

Show what your product looks likewith “screenshots”

Show a product demo throughvideos or presentationshttp://www.goanimate.com http://www.prezi.com

Adding testimonials can lendcredibility to your product

Have a clear call-to-action sopeople know what to do

Use a signup form to getinformation on your power users

There are many WYSIWYGplatforms for building webpages http://www.weebly.com http://www.yola.com http://sites.google.com http://www.unbounce.com

Success of your landing pagerequires analytics data # of # of Visitors Signups http://www.unbounce.com http://analytics.google.com

A landing page should be verysimple and concise Benefit #1 Benefit #2 Call to Action Benefit #3

Your landing page should send theright message in 5 seconds http://www.usabilityhub.com

MarketingLanding Pages

Diversify marketing by trying manydifferent channels Small amounts of marketing across multiple channels  Q & A platforms  Online forums  Ads

Q&A forums and other industryspecific sites are like “annuities”

People in online groups can offerquality verbal feedback

Ads are a great way to get trafficto your page quickly http://adwords.google.com http://adcenter.microsoft.com http://www.facebook.com/advertising http://www.technorati.com

AnalyzingLanding Pages

Analyze your conversion funnel forpossible business viability Forums Email Ads Facebook Page Visitors Watched Demo Video Signed Up

Compare landing page results withyour hypotheses

Case Study:The Wed Connect

The Wed Connect is our ownexperience at quick idea testing

In 5 days, we had numbers toevaluate The Wed Connect Bounce Rates 87% of 68 people 56% of 16 people 21 Signups Quick math:  Charge wedding vendors $2 / lead * 21 leads = $42  Costs: $0.44 * 68 people = $29.92  Potential profit: $0.58 / person

Qualitative feedback taught usabout the customer

We determined the viability of TheWed Connect in just 1 week0 1 2 7 81 day Customer Research 1 day Analysis 1 day Build MVP 5 days Testing and MarketingGreat initial numbers but a frustrating business

LaunchBit helps new, aspiringentrepreneurs launch their ideas http://classroom.launchbit.com http://guide.launchbit.com

Got any questions about doinglanding page tests? More questions? hello@launchbit.com Mailing list: signup@launchbit.com Blog: blog.launchbit.com Twitter: @launchbit www.launchbit.com

http://blog.launchbit.com	738
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url_unknown	10
http://feeds.feedburner.com	5
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Landing Page Testing: get customers...before coding

by Elizabeth Yin on May 16, 2011

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Landing Page Testing: get customers...before coding — Presentation Transcript