startany - landing page and mvp validation
TRANSCRIPT
Landing Pages and MVP Validation
ContentsTopics we will touch on, in this presentation.
01 Landing Pages OverviewA natural extension of your advertising.
02 Validating Your Product With a Landing PageThe value of the Most Viable Page
03 Measuring Success and A/B TestingThe value of the Most Viable Page
What is Instapage ?
• Quickly build and A/B test landing pages
• Our mission: continually lower the cost of customer acquisition
• Profitable bootstrapped company
• Founded in 2011
• 70 Employees in San Francisco, Poland, Romania (half joined in the last year)
• Over 250k users creating over 1,500 landing pages every day
Digital marketing professional with experience across all channels, industries, verticals, and companies.
Ander FrischerMarketing Educator
A website is an exploratory experience for leaning more about a company, products, people, and services.
A landing page is a standalone page that people reach after clicking on a link in an ad, social media post, search result.
Websites vs. Landing Pages
An exploratory user experience for leaning more about a
company, products, people, and services.
Websites
Exploratory Best for when target user in consideration phase wants more information.
Unfocused Multiple opportunities for users to take different types of action
Very Low Conversions
Home page traffic converts around 3%
Example: UberMultiple Navigation Options
A natural extension of your digital advertising.
Landing Pages
Purpose Funnels the visitor towards a singular action. No navigation. No distractions.
Focused One product, one service, one action. Every promotion needs a page.
Higher Conversions
Instapage landing pages features a 20% conversion rate.
Example: UberFacebook Ad > Landing Page
Each of us plays a role in creating the Instapage experience and each of us is equally vital in the creation of the Instapage visual identity.
A landing page is an easy, scalable way to validate your MVP with both paid and organic
distribution. It only takes a couple hours.
Landing Pages for Idea Validation
Tools Required
Landing Page Components
Most Viable Page
A/B Testing & Success Analysis
Tips & Best Practices
Instapage Demo
The following tools are required for validating and idea with a landing page.
Tools Required
Instapage Account
Instapage offers a free 30 day trial and is the easiest and most powerful
landing page builder available.
Email Marketing
Mailchimp, Aweber, InfusionSoft, or any marketing automation software will
help you retarget
Lead Magnet
Use an eBook, infographic, webinar, or other resource to create immediate
value for traffic to your page.
Advertising Campaign
Paid advertising with Facebook and Adwords will help drive targeted traffic
towards your landing page to help validate your idea.
HeadlineCatch a visitors attention and demonstrate initial value.
Form CaptureGauge interest.
Creative AssetsImages (and sometimes, video)
Value PropositionWhat will a visitor get by signing up?
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Treat Your Page as a Hypothesis for a Product that Already Exists
Avoid a coming soon page.
By indicating that product that already exists, you’ll identify that people are actually willing to pay for it.
Optimize for what you can learn in the process of testing your MVP instead of the number of emails you can capture.
Create an opportunity for feedback and conversation about your MVP and the problem that your product solves.
Build a Page for Learning. Not Conversions.
The content of your landing pages depends on the traffic source and targeting of your advertising campaign.
Context is Everything
Facebook AdsEducate Your Audience
• Facebook ads are served towards a user in the discovery phase of the problem and solution.
• The might not be aware or of the problem and the need for your product.
• Focus on educational content and copy to help establish the problem your product helps them solve.
Google AdwordsSolve the Problem
• Adwords campaigns are based on keyword specific targeting.
• Users are already aware of a problem and looking for a solution.
• Go straight for the conversion.
The degree of your message matching depends on the specificity of your targeting,
understanding of your target user, and their stage in the buying cycle.
Message Matching
SimpleConvey the basic value propositions of your product when you don’t know
your specific target user. Used for broader targeting.
DeepSpecific value propositions matched to the niche target audience of your ad
and the estimated buying cycle of the user.
ExperienceBest used for maturing campaigns with less variants focused on a narrative
that reflects your users experience.
Every element of your site can be A/B tested to scientifically improve conversion rates
Measuring Success and A/B Testing
Test your page until you 350 to 400 conversions before drawing any conclusions. Only test 2 or 3 variations at a time.
Keeping Testing Simple
Exit Pop UpReach a broader audience.
Mobile Only AdsLarge CTA, short text copy
ImagesEnd Result Image vs. Product Image
CTA TextWhat speaks to your audience?
Long vs. Short Full page testing
PriceCreate perceived value
Any individual element on a page can be A/B tested. Here are some quick ones to test.
Effective A/B Tests
SignupsGet between 100 and 200 signups with a 25% conversion rate to determine
if your product is worth exploring further.
Relevant Trafic
Limit your targeting to relevant traffic that would actually have an interest in
your product. Be as specific as possible.
Medium Specific
Determine your KPIs based on the advertising channel. Facebook, Adwords,
and others will drive different types of traffic to your landing page.
Each of us plays a role in creating the Instapage experience and each of us is equally
vital in the creation of the Instapage visual identity .As the Instapage team grows and
further positions itself as the leader in the digital marketing arena.
Measuring Success
How can I help you? All questions are welcome.
Questions & Answers
Please let me know how I can help you.
Thank you Etohum!
[email protected] [email protected]
@AnderFrischer @Instapage