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LSM - Landing Page Design

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Landing Page Design - Palestra de Ricardo Couto no Lean Startup Machine III

Landing Page Design - Palestra de Ricardo Couto no Lean Startup Machine III

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  • 1. Basics&of&Landing&Page&Design&&Saturday, April 27, 13
  • 2. Some ContextWhat are the most important costs inherent in our business model?Which Key Resources are most expensive?Which Key Activities are most expensive?Through which Channels do our Customer Segmentswant to be reached?How are we reaching them now?How are our Channels integrated?Which ones work best?Which ones are most cost-efficient?How are we integrating them with customer routines?For what value are our customers really willing to pay?For what do they currently pay?How are they currently paying?How would they prefer to pay?How much does each Revenue Stream contribute to overall revenues?For whom are we creating value?Who are our most important customers?What type of relationship does each of our CustomerSegments expect us to establish and maintain with them?Which ones have we established?How are they integrated with the rest of our business model?How costly are they?What value do we deliver to the customer?Which one of our customer’s problems are we helping to solve?What bundles of products and services are we offering to each Customer Segment?Which customer needs are we satisfying?What Key Activities do our Value Propositions require?Our Distribution Channels?Customer Relationships?Revenue streams?Who are our Key Partners?Who are our key suppliers?Which Key Resources are we acquiring from partners?Which Key Activities do partners perform?What Key Resources do our Value Propositions require?Our Distribution Channels? Customer Relationships?Revenue Streams?Day Month YearNo.This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.Saturday, April 27, 13
  • 3. Business ModelsConcept Phase Execution PhaseValue Prop//Customer Segment////Management//SystemsSaturday, April 27, 13
  • 4. Lean Business ModelsGet to your first sale as quickly as possible!Break it! -> PushSaturday, April 27, 13
  • 5. What’s&the&Point?&•  Controlled&experiment&(MVP)&•  Get&people&to&convert&on&a&single,&specific&value&proposiDon.&•  Split&test&and&iterate&rapidly.&Saturday, April 27, 13
  • 6. The Buyer PersonaWho you are selling to?Saturday, April 27, 13
  • 7. The Buyer PersonaSaturday, April 27, 13
  • 8. •  Did&I&land&in&the&correct&place?&•  Is&This&What&I&Expected?&•  Do&I&Trust&This&Site?&•  How&Long&Will&This&Take?&•  What&Should&I&Do&Next?&•  Where&Should&I&Go&Next?&•  Should&I&Click&the&Back&BuUon?&Empathize&Saturday, April 27, 13
  • 9. •  Did&I&land&in&the&correct&place?&•  Is&This&What&I&Expected?&•  Do&I&Trust&This&Site?&•  How&Long&Will&This&Take?&•  What&Should&I&Do&Next?&•  Where&Should&I&Go&Next?&•  Should&I&Click&the&Back&BuUon?&Empathize&Colocar-se no lugar do outro.Porém, sem perder a essa condição de “como se”.Saturday, April 27, 13
  • 10. •  Did&I&land&in&the&correct&place?&•  Is&This&What&I&Expected?&•  Do&I&Trust&This&Site?&•  How&Long&Will&This&Take?&•  What&Should&I&Do&Next?&•  Where&Should&I&Go&Next?&•  Should&I&Click&the&Back&BuUon?&Empathize&“Seus clientes não são você.Se eles fossem, não seriamclientes, seriamcompetidores.”- Mike KuniavskySaturday, April 27, 13
  • 11. •  Did&I&land&in&the&correct&place?&•  Is&This&What&I&Expected?&•  Do&I&Trust&This&Site?&•  How&Long&Will&This&Take?&•  What&Should&I&Do&Next?&•  Where&Should&I&Go&Next?&•  Should&I&Click&the&Back&BuUon?&Empathize&Empatia afetivaRelacionada à habilidade de experimentar reaçõesemocionais por meio da observação da experiênciaalheia.Empatia cognitivaRelacionada à capacidade de compreender aperspectiva psicológica das outras pessoas.Saturday, April 27, 13
  • 12. •  Did&I&land&in&the&correct&place?&•  Is&This&What&I&Expected?&•  Do&I&Trust&This&Site?&•  How&Long&Will&This&Take?&•  What&Should&I&Do&Next?&•  Where&Should&I&Go&Next?&•  Should&I&Click&the&Back&BuUon?&Empathize&Ai!Saturday, April 27, 13
  • 13. •  Did&I&land&in&the&correct&place?&•  Is&This&What&I&Expected?&•  Do&I&Trust&This&Site?&•  How&Long&Will&This&Take?&•  What&Should&I&Do&Next?&•  Where&Should&I&Go&Next?&•  Should&I&Click&the&Back&BuUon?&Empathize&Por favor, não façam isso :(Saturday, April 27, 13
  • 14. •  Did&I&land&in&the&correct&place?&•  Is&This&What&I&Expected?&•  Do&I&Trust&This&Site?&•  How&Long&Will&This&Take?&•  What&Should&I&Do&Next?&•  Where&Should&I&Go&Next?&•  Should&I&Click&the&Back&BuUon?&Empathize&Por favor, não façam isso :(Saturday, April 27, 13
  • 15. &&&&Large&Graphic&&Headline&Key&Benefits &&CallJtoJAcDon&Social&Proof &&Simplified&Layout&!&"&#&$&Saturday, April 27, 13
  • 16. SaDsfies&the&“itch”&of&the&person&in&search&for&a&specific&soluDon&to&their&problem.&First&thing&read.&&&&&Large&Graphic&&Headline&Key&Benefits &&CallJtoJAcDon&Social&Proof &&Headline&Saturday, April 27, 13
  • 17. “Big&Picture&Hypothesis”&&a.k.a.&&SoluDon&Hypothesis&&a.k.a.&&Value&ProposiDon&Saturday, April 27, 13
  • 18. &&&&Large&Graphic&&Headline&Key&Benefits &&CallJtoJAcDon&Social&Proof &&How&does&your&product&or&service&benefit&the&customer?&Write&out&bullet&points.&&Key&Benefits&Saturday, April 27, 13
  • 19. &&&&Large&Graphic&&Headline&Key&Benefits &&CallJtoJAcDon&Social&Proof &&Image&highlights&product&and&conveys&happy&user&experience.&Hero&Shot&Saturday, April 27, 13
  • 20. &&&&Large&Graphic&&Headline&Key&Benefits &&CallJtoJAcDon&Social&Proof &&TesDmonials&help&to&establish&credibility&and&trust.&Social&Proof&Saturday, April 27, 13
  • 21. &&&&Large&Graphic&&Headline&Key&Benefits &&CallJtoJAcDon&Social&Proof &&Solicit&one&clear&acDon&that&tests&your&Riskiest&Assump4on.&CallJtoJAcDon&Saturday, April 27, 13
  • 22. “Everything should be madeas simple as possible,but not simpler.”- Albert EinsteinSaturday, April 27, 13
  • 23. Don’t&Blow&It&•  The&Headline&is&Everything&and&will&Probably&Have&the&Biggest&Impact&on&Conversions&•  A/B&Split&Test&the&Headline&&Saturday, April 27, 13
  • 24. Example&Split&Test&“Developers&Save&Time&and&Money&with&Our&Leading&ApplicaDon&Monitoring&SoYware”&&“Our&ApplicaDon&Monitoring&SoYware&Helps&Developers&Fix&Code&Bugs&Faster,&Improving&the&BoUom&Line”&Saturday, April 27, 13
  • 25. Don’t&Blow&It&•  Don’t&be&lazy&about&the&page&design.&Polish&=&Credibility.&•  Keep&copy&clear&&&concise,&using&bullet&points&Saturday, April 27, 13
  • 26. Don’t&Blow&It&•  Don’t&be&lazy&about&the&page&design.&Polish&=&Credibility.&•  Keep&copy&clear&&&concise,&using&bullet&points&Fogg, B.J. (May 2002). "Stanford Guidelines for Web Credibility." A Research Summary from the Stanford Persuasive Technology Lab. StanfordUniversity. www.webcredibility.org/guidelinesSaturday, April 27, 13
  • 27. Don’t&Blow&It&•  If&collecDng&email&addresses,&must&include&a&privacy&statement.&•  “Your&privacy&is&important&to&us.&We&will&never&share&your&email&address&with&third&parDes.”&Saturday, April 27, 13
  • 28. Experiment&1:&3%&&&%&&Experiment&2:&3.2%&&&&&✗&&Experiment&1:&3%&&&%&&Experiment&2:&6%&&&&&&&&✓&Gauge&ProducDvity&Saturday, April 27, 13
  • 29. Primary&Traffic&Sources&•  SEM&–&Adwords,&Bing,&Yahoo&•  Email&blasts&(remember%to%collect!)&•  Facebook&posts&/&ads&•  TwiUer&posts&/&ads&•  Google+&posts&•  Quora&/&Yahoo&Answers&•  Surveys&with&CTA&•  Live&Interviews&Saturday, April 27, 13
  • 30. AddiDonal&Traffic&Sources&•  Craigslist&Ads&•  Youtube&/&Vimeo&•  Flickr&/&Pinterest&•  Slideshare&/&Scribd&•  Blog&comments&•  Forum&comments&•  Paper&fliers,&posters,&biz&cards&Saturday, April 27, 13
  • 31. Saturday, April 27, 13
  • 32. Saturday, April 27, 13
  • 33. Saturday, April 27, 13
  • 34. Saturday, April 27, 13
  • 35. Saturday, April 27, 13
  • 36. Saturday, April 27, 13
  • 37. Basics&of&Landing&Page&Design&&Saturday, April 27, 13
  • 38. MarketingBuzz Marketing + Engagement +Value + ScarcitySaturday, April 27, 13
  • 39. who is your customerwhere do they live?worth their timemake it easy to shareSaturday, April 27, 13
  • 40. Ask JaySaturday, April 27, 13
  • 41. Marketing Tools1.Twitter2. Facebook3. LinkedIn4. Email Lists5. Others6. Landing Page DesignSaturday, April 27, 13
  • 42. TwitterIt’s NEVER ABOUTYOUFrequent UpdatesAnswer QuestionsPersonal TouchNever Blast/SpamProvideValueEngageFollow InfluencersCreate a list*don’t get blocked fromTwitter*Saturday, April 27, 13
  • 43. TwitterNailValue PropFacesLink to Landing PageUse HasthagsSaturday, April 27, 13
  • 44. FacebookInfrequent UpdatesJoin GroupsPost PicturesSharing LinksCelebration of the communitySaturday, April 27, 13
  • 45. FacebookSaturday, April 27, 13
  • 46. LinkedInJoin groupsProviding relevantinformation to specificgroupsAsk questionsDM peopleJoin on more professionaltermsSaturday, April 27, 13
  • 47. UnbounceUrgencyValueSaturday, April 27, 13
  • 48. OthersJoin the CommunitySaturday, April 27, 13
  • 49. Let’s Get Started!Saturday, April 27, 13
  • 50. Questions?ricardo@semantics.com.br@ricardocoutoSaturday, April 27, 13