Get Sharp:Getting your first customers online without coding
Elizabeth Yinco-founder LaunchBit
May 11, 2011
Agenda
Introduction Landing Page Testing Identifying Hypotheses Building Landing Pages Marketing Landing Pages Analyzing Landing Pages
Case Study: The Wed Connect Q & A
In high school, we decided to become internet entrepreneurs
Shiny Orb is a social shopping site for wedding apparel
DressMob is a social shopping site for all dresses
Building a website has become very accessible
1990s 2010
Difficulty HARD Easier
Speed Months/Years Days/Weeks/Months
Options Hire, Try to learnHire, Try to learn, outsource, 3rd party tools
Resources Books, friendsBooks, friends, online, forums, Craigslist
Sites are being built more quickly and easily
The biggest obstacle for you is no longer technical
Do you have a product that
people want??
Landing Page Testing
Just what exactly is a landing page test?
A measurement ofcustomer demand
through a single webpagewith a single call-to-action
Dropbox got 200,000 signups with just a video
Why should you do landing page tests? Understand your customer acquisition Little investment required No coding needed No product needed Little time Little $$
IdentifyingHypotheses
Write down the top assumptions about your business Write down your assumptions E.g. People will sign up for an online social
exercise-motivation service. E.g. People will pay a monthly subscription E.g. Maybe $9.99 / mo?
Building Landing Pages
Use headlines to concisely describe your product
Describe the top benefits with short bullet points
Pay attention to layout and keep important things “above the fold”
Show what your product looks like with “screenshots”
Show a product demo through videos or presentations
http://www.goanimate.com http://www.prezi.com
Adding testimonials can lend credibility to your product
Have a clear call-to-action so people know what to do
Use a signup form to get information on your power users
There are many WYSIWYG platforms for building webpages
http://www.weebly.com
http://www.yola.com
http://sites.google.com
http://www.unbounce.com
Success of your landing page requires analytics data
# of Visitors
# of Signups
http://analytics.google.com
http://www.unbounce.com
A landing page should be very simple and concise
Benefit #1 Benefit #2 Benefit #3
Call to Action
Your landing page should send the right message in 5 seconds
http://www.usabilityhub.com
Marketing Landing Pages
Diversify marketing by trying many different channels Small amounts of marketing across
multiple channels Q & A platforms Online forums Ads
Q&A forums and other industry specific sites are like “annuities”
People in online groups can offer quality verbal feedback
Ads are a great way to get traffic to your page quickly
http://adwords.google.com
http://adcenter.microsoft.com
http://www.facebook.com/advertising
http://www.technorati.com
Analyzing Landing Pages
Analyze your conversion funnel for possible business viability
Forums Email Ads Facebook
Page Visitors
Watched Demo Video
Signed Up
Compare landing page results with your hypotheses
Case Study:The Wed Connect
The Wed Connect is our own experience at quick idea testing
In 5 days, we had numbers to evaluate The Wed Connect
Quick math: Charge wedding vendors $2 / lead * 21 leads = $42 Costs: $0.44 * 68 people = $29.92 Potential profit: $0.58 / person
Bounce Rates
87% of 68 people
56% of 16 people
21 Signups
Qualitative feedback taught us about the customer
We determined the viability of The Wed Connect in just 1 week
Great initial numbers but a frustrating business
0 1 2 7 8
1 day Customer Research
1 day Build MVP
5 days Testing and Marketing
1 day Analysis
LaunchBit helps new, aspiring entrepreneurs launch their ideas
http://classroom.launchbit.com
http://guide.launchbit.com
Got any questions about doing landing page tests?
More questions? [email protected] Mailing list: [email protected] Blog: blog.launchbit.com Twitter: @launchbit www.launchbit.com
