LSM - Landing Page Design

Basics&of&Landing&Page&Design&
&
Saturday, April 27, 13

Some Context
What 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 Segments
want 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 Customer
Segments 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 Year
No.
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Business Models
Concept Phase Execution Phase
Value Prop//
Customer Segment//
//Management
//Systems

Lean Business Models
Get to your ﬁrst sale as quickly as possible!
Break it! -> Push

What’s&the&Point?&
•  Controlled&experiment&(MVP)&
•  Get&people&to&convert&on&a&
single,&speciﬁc&value&proposiDon.&
•  Split&test&and&iterate&rapidly.&

The Buyer Persona
Who you are selling to?

The Buyer Persona

•  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&

Empathize&
Colocar-se no lugar do outro.
Porém, sem perder a essa condição de “como se”.

Empathize&
“Seus clientes não são você.
Se eles fossem, não seriam
clientes, seriam
competidores.”
- Mike Kuniavsky

Empathize&
Empatia afetiva
Relacionada à habilidade de experimentar reações
emocionais por meio da observação da experiência
alheia.
Empatia cognitiva
Relacionada à capacidade de compreender a
perspectiva psicológica das outras pessoas.

Empathize&
Ai!

Empathize&
Por favor, não façam isso :(

&
&
&
&
Large&Graphic&
&
Headline&
Key&Beneﬁts &&
CallJtoJAcDon&
Social&Proof &&
Simpliﬁed&Layout&
!&"&
#&
$&

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&

“Big&Picture&Hypothesis”&
&
a.k.a.&
&
SoluDon&Hypothesis&
&
a.k.a.&
&
Value&ProposiDon&

&
&
&
&
Large&Graphic&
&
Headline&
Key&Benefits &&
How&does&your&product&or&
service&benefit&the&customer?&
Write&out&bullet&points.&&
Key&Benefits&

&
&
&
&
Large&Graphic&
&
Headline&
Key&Beneﬁts &&
Image&highlights&product&and&
conveys&happy&user&experience.&
Hero&Shot&

&
&
&
&
Large&Graphic&
&
Headline&
Key&Beneﬁts &&
TesDmonials&help&to&establish&
credibility&and&trust.&
Social&Proof&

&
&
&
&
Large&Graphic&
&
Headline&
Key&Beneﬁts &&
Solicit&one&clear&acDon&that&tests&
your&Riskiest&Assump4on.&
CallJtoJAcDon&

“Everything should be made
as simple as possible,
but not simpler.”
- Albert Einstein

Don’t&Blow&It&
•  The&Headline&is&Everything&and&will&
Probably&Have&the&Biggest&Impact&on&
Conversions&
•  A/B&Split&Test&the&Headline&&

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”&

Don’t&Blow&It&
•  Don’t&be&lazy&about&the&page&
design.&Polish&=&Credibility.&
•  Keep&copy&clear&&&concise,&using&
bullet&points&

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. Stanford
University. www.webcredibility.org/guidelines

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.”&

Experiment&1:&3%&&&%&&Experiment&2:&3.2%&&&&&✗&
&
Experiment&1:&3%&&&%&&Experiment&2:&6%&&&&&&&&✓&
Gauge&ProducDvity&

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&

AddiDonal&Traﬃc&Sources&
•  Craigslist&Ads&
•  Youtube&/&Vimeo&
•  Flickr&/&Pinterest&
•  Slideshare&/&Scribd&
•  Blog&comments&
•  Forum&comments&
•  Paper&ﬂiers,&posters,&biz&cards&

Marketing
Buzz Marketing + Engagement +Value + Scarcity

who is your customer
where do they live?
worth their time
make it easy to share

Ask Jay

Marketing Tools
1.Twitter
2. Facebook
3. LinkedIn
4. Email Lists
5. Others
6. Landing Page Design

Twitter
It’s NEVER ABOUTYOU
Frequent Updates
Answer Questions
Personal Touch
Never Blast/Spam
ProvideValue
Engage
Follow Inﬂuencers
Create a list
*don’t get blocked fromTwitter*

Twitter
NailValue Prop
Faces
Link to Landing Page
Use Hasthags

Facebook
Infrequent Updates
Join Groups
Post Pictures
Sharing Links
Celebration of the community

Facebook

LinkedIn
Join groups
Providing relevant
information to speciﬁc
groups
Ask questions
DM people
Join on more professional
terms

Unbounce
Urgency
Value

Others
Join the Community

Let’s Get Started!

Questions?
ricardo@semantics.com.br
@ricardocouto

LSM - Landing Page Design

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