Building Powerful Landing Pages

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Landing pages can be powerful tools when used to build customer growth funnels. They support A|B testing, flow metrics and rapid deployment. I shared my landing page insights at Lean Startup Machine Singapore

Published in: Technology, Business

Building Powerful Landing Pages

  1. P O W E R F U L L A N D I N G PA G E S B U I L D I N G S C O T T E B A L E S . C O M
  2. O B J E C T I V E S understand key terms successful metrics models building conversion funnels measuring productivity generating traffic key tools
  3. Acquisition Getting People to come to your site Activation Getting people to sign up for anything that could lead to a repeat visit Retention Getting users to become active Referral Getting Users to ‘spread the word’ about your site Revenue Monetizing active users T E R M I N O L O G Y
  4. Controlled Experiment Convert people on a single, specific proposition Split test & Iterate... RAPIDLY! No Code W H Y L A N D I N G PA G E S
  5. Large Image Headline Key Benefits Social Proof Call To Action S I M P L E L AY O U T
  6. Large Image Headline Key Benefits Social Proof Call To Action Satisfy the ‘itch’ of the person in search for a specific solution to their problem. First thing read H E A D L I N E
  7. Large Image Headline Key Benefits Social Proof Call To Action How does your product or service benefit the customer? K E Y B E N E F I T S
  8. Large Image Headline Key Benefits Social Proof Call To Action Image highlights the product and conveys happy user experience H E R O S H O T
  9. Large Image Headline Key Benefits Social Proof Call To Action Testimonials help establish credibility and trust S O C I A L P R O O F
  10. Large Image Headline Key Benefits Social Proof Call To Action Solicit One Clear Action that tests your RISKIEST assumption C A L L T O A C T I O N
  11. Are You Lonely? • Scott will be your friend • We can do stuff together, like ride the MRT • I’m very loyal • I like to have fun • I’ll teach you how to take photos of your food Grace Scott is the most awesome friend Grace Scott’s friendship saved my life Enter Email Friend Scott E X A M P L E
  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? E M PAT H I Z E
  13. The headline is everything and will have the biggest impact on conversions A/B  split  test  the  headline Listen to the data C O M M O N M I S TA K E S
  14. Developers  Save  Time  and  Money  with  Our  Leading  Application  Monitoring  Software     Our  Application  Monitoring  Software  Helps  Developers  Fix  Code  Bugs  Faster,  Improving  the  Bottom  Line V S P L I T T E S T E X A M P L E
  15. Don’t be lazy about the page design   Polish  =  Credibility. Keep copy clear & concise, using bullet points   C O M M O N M I S TA K E S
  16. If collecting email addresses, must include a privacy statement “Your privacy is important to us. We will never share your email address with third parties.” C O M M O N M I S TA K E S
  17. Experiment 1: 3% Experiment 2: 3.2% ! Experiment 1: 3% Experiment 2: 6% M E A S U R E P R O D U C T I V I T Y
  18. Traffic Acquisition Activation Retention Referral Revenue 21515 60 100 M E A S U R E C O N V E R S I O N
  19. I N P R A C T I C E
  20. Viral / Referral Search  engine  marketing  (SEM) Email blasts Facebook  posts  /  ads Twitter  posts  /  ads Surveys, Quora, Reddit, LinkedIn, etc. Tele-Marketing Blogs / Bloggers Get Creative Interviews …Get  creative   C R E AT I N G T R A F F I C
  21. EXAMPLES Apply what you’ve learnt; evaluate each example @lean
  22. T E R M I N O L O G Y
  23. T E R M I N O L O G Y
  24. T O O L S
  25. y o u r g u i d e t o m o b i l e s u c c e s s T H E F U T U R E I S M O B I L E b i t . l y / m o b i l e re a d y b o o k
  26. POW ERFUL LANDING PAGES s c o t t e b a l e s . c o m / f e e d b a c k

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