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Basic of landing page desing in the context of Lean Startup Machine workshops . Get tickets for LSM workshop in your city here: www.leanstartupmachine.com
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Basics of Landing Page Design
@RyanMacCarrigan
What’s the Point?
• Controlled experiment (MVP)
• Get people to convert on a single, specific value proposiGon.
• Split test and iterate rapidly.
Large Graphic
Headline
Key Benefits
Call-‐to-‐AcGon Social Proof
Simplified Layout
ç è
é ê
SaGsfies the “itch” of the person in search for a specific soluGon to their problem. First thing read.
Large Graphic
Headline
Key Benefits
Call-‐to-‐AcGon Social Proof
Headline
“Big Picture Hypothesis”
a.k.a.
SoluGon Hypothesis
a.k.a.
Value ProposiGon
Large Graphic
Headline
Key Benefits
Call-‐to-‐AcGon Social Proof
How does your product or service benefit the customer?
Write out bullet points.
Key Benefits
Large Graphic
Headline
Key Benefits
Call-‐to-‐AcGon Social Proof
Image highlights product and conveys happy user experience.
Hero Shot
Large Graphic
Headline
Key Benefits
Call-‐to-‐AcGon Social Proof
TesGmonials help to establish credibility and trust.
Social Proof
Large Graphic
Headline
Key Benefits
Call-‐to-‐AcGon Social Proof
Solicit one clear acGon that tests your Riskiest Assump4on.
Call-‐to-‐AcGon
• 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 BuWon?
Empathize
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 ApplicaGon Monitoring So[ware” “Our ApplicaGon Monitoring So[ware Helps Developers Fix Code Bugs Faster, Improving the BoWom 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
• If collecGng email addresses, must include a privacy statement.
• “Your privacy is important to us. We will never share your email address with third parGes.”
Experiment 1: 3% à Experiment 2: 3.2% ✗ Experiment 1: 3% à Experiment 2: 6% ✓
Gauge ProducGvity
Primary Traffic Sources
• SEM – Adwords, Bing, Yahoo • Email blasts (remember to collect!) • Facebook posts / ads • TwiWer posts / ads • Google+ posts • Quora / Yahoo Answers • Surveys with CTA • Live Interviews
AddiGonal Traffic Sources
• Craigslist Ads • Youtube / Vimeo • Flickr / Pinterest • Slideshare / Scribd • Blog comments • Forum comments • Paper fliers, posters, biz cards
