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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 ...
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     ...
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    wi...
Dropbox got 200,000 signups withjust a video
Why should you do landingpage tests? Understand your customer acquisition Little investment required     No coding need...
IdentifyingHypotheses
Write down the top assumptionsabout your business Write down your assumptions   E.g. People will sign up for an online s...
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....
Success of your landing pagerequires analytics data       # of               # of     Visitors           Signups          ...
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 platfo...
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...
AnalyzingLanding Pages
Analyze your conversion funnel forpossible business viability Forums   Email         Ads    Facebook             Page Visi...
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                                     ...
Qualitative feedback taught usabout the customer
We determined the viability of TheWed Connect in just 1 week0     1     2                                   7      81 day ...
LaunchBit helps new, aspiringentrepreneurs launch their ideas     http://classroom.launchbit.com       http://guide.launch...
Got any questions about doinglanding page tests?   More questions? hello@launchbit.com   Mailing list: signup@launchbit....
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Landing Page Testing: get customers...before coding

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Presentation for Sharp Skirts Get Sharp Program. Spoke on 5/11/2011 on Landing Page Strategies: Getting Customers Without Coding

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Transcript of "Landing Page Testing: get customers...before coding"

  1. 1. Get Sharp:Getting your first customersonline without codingElizabeth Yinco-founder LaunchBitMay 11, 2011
  2. 2. Agenda Introduction Landing Page Testing  Identifying Hypotheses  Building Landing Pages  Marketing Landing Pages  Analyzing Landing Pages Case Study: The Wed Connect Q&A
  3. 3. In high school, we decided tobecome internet entrepreneurs
  4. 4. Shiny Orb is a social shopping sitefor wedding apparel
  5. 5. DressMob is a social shopping sitefor all dresses
  6. 6. 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
  7. 7. The biggest obstacle for you is nolonger technical Do you have a product that people want??
  8. 8. Landing PageTesting
  9. 9. Just what exactly is a landingpage test? A measurement of customer demand through a single webpage with a single call-to-action
  10. 10. Dropbox got 200,000 signups withjust a video
  11. 11. Why should you do landingpage tests? Understand your customer acquisition Little investment required  No coding needed  No product needed  Little time  Little $$
  12. 12. IdentifyingHypotheses
  13. 13. 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?
  14. 14. BuildingLanding Pages
  15. 15. Use headlines to conciselydescribe your product
  16. 16. Describe the top benefits withshort bullet points
  17. 17. Pay attention to layout and keepimportant things “above the fold”
  18. 18. Show what your product looks likewith “screenshots”
  19. 19. Show a product demo throughvideos or presentationshttp://www.goanimate.com http://www.prezi.com
  20. 20. Adding testimonials can lendcredibility to your product
  21. 21. Have a clear call-to-action sopeople know what to do
  22. 22. Use a signup form to getinformation on your power users
  23. 23. There are many WYSIWYGplatforms for building webpages http://www.weebly.com http://www.yola.com http://sites.google.com http://www.unbounce.com
  24. 24. Success of your landing pagerequires analytics data # of # of Visitors Signups http://www.unbounce.com http://analytics.google.com
  25. 25. A landing page should be verysimple and concise Benefit #1 Benefit #2 Call to Action Benefit #3
  26. 26. Your landing page should send theright message in 5 seconds http://www.usabilityhub.com
  27. 27. MarketingLanding Pages
  28. 28. Diversify marketing by trying manydifferent channels Small amounts of marketing across multiple channels  Q & A platforms  Online forums  Ads
  29. 29. Q&A forums and other industryspecific sites are like “annuities”
  30. 30. People in online groups can offerquality verbal feedback
  31. 31. 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
  32. 32. AnalyzingLanding Pages
  33. 33. Analyze your conversion funnel forpossible business viability Forums Email Ads Facebook Page Visitors Watched Demo Video Signed Up
  34. 34. Compare landing page results withyour hypotheses
  35. 35. Case Study:The Wed Connect
  36. 36. The Wed Connect is our ownexperience at quick idea testing
  37. 37. 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
  38. 38. Qualitative feedback taught usabout the customer
  39. 39. 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
  40. 40. LaunchBit helps new, aspiringentrepreneurs launch their ideas http://classroom.launchbit.com http://guide.launchbit.com
  41. 41. 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
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