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Kick-off Your Startup With a Landing Page

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10 easy steps to kick-off your startup with a landing page: learn how to validate your business idea with a fully optimized landing page (content, design, seo...). A landing page is a great step towards your MVP!

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Kick-off Your Startup With a Landing Page

  1. 1. KICK-OFF YOUR STARTUP WITH A LANDING PAGE @anaisdezalay DIGITAL MARKETING MANAGER
  2. 2. SO YOU HAVE THIS GREAT CONCEPT
  3. 3. YOU’VE DONE YOUR MARKET RESEARCH
  4. 4. IDENTIFIED YOUR TARGET AUDIENCE
  5. 5. PLAYED AROUND WITH THE BIG NUMBERS
  6. 6. TIME TO START TESTING!
  7. 7. IDEA DATA PLAN ENGAGE MEASURE LEARN PLAN, MEASURE, LEARN Lean marketing is a way of evaluating your market opportunity quickly, at little cost and with minimum effort, before bringing your product to market. THE LEAN MARKETING FRAMEWORK
  8. 8. A LANDING PAGE IS A QUICK, CHEAP AND EASY WAY TO: TEST YOUR ASSUMPTIONS, VALIDATE INTEREST, ADJUST YOUR VALUE PROPOSITION GATHER FEEDBACK, IDENTIFY WHAT MATTERS MOST TO YOUR AUDIENCE ENGAGE WITH EARLY EVANGELISTS, RECRUIT BETA TESTERS GAIN MORE INFO ON YOUR AUDIENCE AND ADOPTION DRIVERS
  9. 9. HERE ARE 10 STEPS TO GET YOU STARTED
  10. 10. 1. CHOOSE AND BUY YOUR DOMAIN NAME If possible, prefer a .com TLD (top-level domain): this is what most users are used to. TOP-LEVEL DOMAIN Around 15 characters: it’s easier for users to remember, and better for search engines. KEEP IT SHORT Try to include one keyword in your domain name (again, this helps with SEO). BE RELEVANT If you’re thinking of launching your company in several countries, secure the local domains now PLAN AHEAD
  11. 11. The typical 3 key metrics of landing page performance: •  Traffic sources: how did people find your page? •  Unique visitors: how much traffic is your page getting? •  Conversion rate: what proportion of visitors takes the intended action? 2. DEFINE YOUR GOALS AND METRICS A startup landing page often includes a call to action inviting people to sign-up for early access to the product or service: in this case, this would be your intended conversion, your main objective. Your job will be to optimize your conversion rate (but more on this later). For the time being, set a (somewhat realistic!) goal for your page. Look up case studies of landing pages optimization for startups in your industry, there are plenty online and will give you something to benchmark against.
  12. 12. 3. CREATE YOUR VISUAL ASSETS LOGO Try LogoPond for inspiration COLOR PALETTE ILLUSTRATIONS BANNER ColourLovers for free color palettes FlatIcon has tons of quality icons Use Canva to create your visuals online Don’t have the skills of a graphic designer? Try GraphicRiver and Fivrr where you can hire freelancers who will do the work for you for a very decent price.
  13. 13. Landing Page Builders let your create beautiful pages and require no coding or web design skills: 4. CHOOSE YOUR LANDING PAGE BUILDER TEMPLATES FEATURES FLEXIBILITY INTEGRATION AMOUNT DESIGNS VARIETY FORM BUILDER A/B TESTING ANALYTICS ACCESS TO CODE EASE OF USE PLUGINS SOCIAL MEDIA EMAIL PROVIDER PAYMENT SYSTEM Take the time compare them before you choose and consider the following:
  14. 14. 5. DESIGN YOUR PAGE ABOVE THE FOLD Keep the main info about the fold: headline, call to action FONTS AND COLORS Try not to use more than 2 fonts and 3 colors. FOOTER Contact info, links to social media, copyright, privacy policy FAVICON Create your favicon online (free) and upload it to your page CALL TO ACTION Make it stand out: colors, size, placement on page, directional clues… MOBILE VERSION Whether your template is responsive or you have to build a dedicated version, go for mobile!
  15. 15. 6. WRITE COMPELLING CONTENT •  Write short copy blocks or use bullet points •  Use your main keywords (for SEO purposes) •  Use one headline that clearly highlights your value proposition •  Add a few testimonials to show users they can trust you •  Use a single, clear call to action - stay away from “Submit” or other generic CTAs •  Keep your signup form short to keep the barrier to conversion as low as possible
  16. 16. 7. OPTIMIZE FOR SEARCH ENGINES FILE NAMES META DESCRIPTION KEYWORDS EXTERNAL LINKS TITLE TAGHEADING TAGS The keywords you’re trying to rank for need to be included in the meta keywords and in the body copy of your page. ALT tags (for images) and file names tell search engine spiders what your page is about (search engines can’t see images) A.k.a H1, H2…Your primary keyword should be included at least once. H1 has the most influence on ranking. Social media, blog… The more positive social signals you have on your page, the better your ranking will be. Should be about 150 characters and should include your primary keyword. This doesn’t impact ranking but does impact CTR! Tells search engines and visitors what your page is about. Your title tag should be about 65 characters.
  17. 17. 8. RUN SOME A/B TESTING COPY Wording, order, short version longer version, bullet points vs paragraph… LAYOUT AND DESIGN Colors, layout, stock photography vs illustrations CALL TO ACTION Copy, placement, with or without directional clues… SIGNUP FORM Number of fields, fields name, text on ‘submit’ button… Be sure to run several variations of your page to see which converts best. Here are some elements of your page should be testing:
  18. 18. 9. PROMOTE YOUR PAGE Be part of the conversation: browse forums or Quora for topics related to your product and share your knowledge – and a link to your page. Invest in some paid advertising on Facebook or Adwords Use an Email Marketing service such as Mailchimp and send out regular updates or offers to your user database Blog about your industry, niche, product - or offer to be a guest blogger on relevant blogs Setup social media channels to kick-off the conversation with your future users. Identify and contact relevant press and online influencers (Twitter is a great place to start)
  19. 19. 10. MEASURE AND OPTIMIZE TRAFFIC SOURCES How did people find your page? Email? Social? Search? What could you optimize to increase traffic to your page? UNIQUE VISITS If your page is getting low traffic, you might review how you’re promoting it and consider investing in some paid advertising. CONVERSION RATE If your conversion rate is too low, review your page: is your copy too long? Unclear? Is your CTA strategically placed, does it stand out? SEARCH KEYWORDS What keywords were used? Are those the keywords you’re trying to rank for? Time to fine tune them!
  20. 20. 10. MEASURE AND OPTIMIZE A/B TESTING Which variation is performing best? Try to understand why, then…keep testing. This is the best way to see what sticks. DEVICE USED If your conversion rate on mobile devices is low, improve your mobile page: elements easy to read on a small screen, etc… DEMOGRAPHICS Time to learn more about your audience: gender, country… How does this data compare to what you had in mind?
  21. 21. LINKS TO SOCIAL MEDIAENGAGING CTA SEO FRIENDLYATTRACTIVE DESIGN RESPONSIVE/MOBILEMAIN INFO ABOVE THE FOLD SCANNABLE CONTENT EASY DOMAIN NAME RECAP: ANATOMY OF A GREAT LANDING PAGE DESIGNED FOR USERS OPTIMIZED FOR SEARCH
  22. 22. @anaisdezalay DIGITAL MARKETING MANAGER

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