This is a modified web version of a short talk I did on Carmel Ventures's UX Forum about "Content Driven Design". (Date: 25/07/2012) The Topic of the presentation is how to create landing pages that lead to action. How to create trust, how to gain focus etc'. If you want a copy the presentation please mail me at roy@Roypovarchik.com or just give me a shout out on twitter: @roypovar Feel free to share this presentation if it was helpful to you! Hope you'll find it useful and valuable.

1. A TALK AT
25.07.2012

2. UX Forum MeetUp:
Content Driven Design
25.07.2012

3. Topic:
Creating Action Driving
Landing Pages
25.07.2012

4. Note:
This isn’t the original presentation but a modified one for the
web. I’ve tried to add some of the explanations I did live in text.
Of course, it’s still very partial.
I hope you’ll find it valuable and helpful.
Feel free to share.
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5. Landing Pages
Planning Process
Examples
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6. LANDING PAGES
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7. A landing page is a one time - ultra focused
opportunity to drive a user into taking a specific
required action
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8. A Good Landing page will answer this 3 questions:
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9. What’s the product?
What the Product’s value to the user?
What’s the first action step required?
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10. A good landing page should focus on doing this 3 things
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11. Raising Curiosity
Building Trust
Starting a relationship
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12. THE PLANNING PROCESS
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13. 3 Guiding questions to ask while planning a
landing page
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14. 1. What’s the landing page goal?
A good landing page should be focused on one purpose
alone. Is it validating assumptions? Is it getting users for
your beta? Sharing your new product?
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15. 2. Content Hierarchy
Obviously you’ll have all kinds of content to put on your
landing page. photos, ‘About Us’ page, ‘Share’ Buttons etc’.
Prioritize your content to build trust, to be informative
and to drive users to take action
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16. 3. What do I want to learn?
Landing pages are great to test all kinds of things.
You can validate your product’s market, you can do
market research, determine the right pricing etc’
.
Decide what you want to learn from this
experience upfront so you’d know what to focus
on , which analytics interest you and plan your A/B
testing.
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17. EXAMPLES
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18. Goal 1:
Start using our services
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20. Bad Example:
I personally don’t like this landing page. It doesn’t say what Careio do at any
point, The content hierarchy delivers one message only: “We want your E-mails” .
This landing page doesn’t give value to its users but only keeps the interest of the
start-up that runs it. Lack of information doesn’t build trust or curiosity.
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22. Good Example:
‘Bouapp’ Did a great job on this landing page.
Their message is straight Forward - “Group Buying for boutiques”.
You can easily understand what they do, who their clients are, they even have a
consistent message - you can ask for a membership, which is your boutique word for
basic sign up.
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23. Goal 2:
Share our landing page
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24. Upper part
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25. Bottom Part
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26. Bad Example:
First of all, I really like the concept of what this app is aiming to do, Gamification of
the boring task list.
The problem is that between the upper and bottom parts of the landing page I have
too many “stories”:
1. What we do
2. Sign up
3. Wanna sign up faster? here’s a task list for you which may or may not end up in you
actually receiving the early beta. (I’ll give you a hint, you don’t).
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29. Good Example:
This is actually a template landing page made by ‘launcheffectapp’ for wordpress. I think
this is a great example of staying focused while still giving info about the company, getting
people to sign up and give an incentive for people to share you page over Twitter,
Facebook etc’.
By dividing it to two different pages each page can focus on a certain simple goal while
testing the interest of potential users in the service they offer.
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30. Goal 3:
Testing assumptions
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31. Part 1
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32. Part 2
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33. Good Example:
This landing page was the original landing page for Bufferapp, before there was even
an app.
It’s built wonderfully: You have focus and feature your assumption is about, and your
first commitment is very “touch and go” - Just press the button.
If you check the metrics on how many people push the button you would know if
the product has value, if they also leave their E-mail, you have a potential client.
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35. Mixed Feelings:
This could’ve been a perfect landing page and it still is - for checking how many
people sign up.
What I really don’t love about it is that none of the button or pages is actually
clickable. This guys are testing their product with this MVP, which is great, but they
broke trust with “Fake” links.
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36. roy@roypovarchik.com
@roypovar
facebook.com/roy.povarchik
Feel Free to share this presentation!