EIA2018Italy - Frederik Vandenweghe - Landing Pages to Validate a Product Idea
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Frederik Vandenweghe - Landing Pages to Validate a Product Idea
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EIA2018Italy - Frederik Vandenweghe - Landing Pages to Validate a Product Idea
- 1. LANDING PAGES TO VALIDATE A PRODUCT IDEA
- 3. INTRO EXPERIMENTATION Introduction What Why LANDING PAGES AGENDA TODAY LEAD GENERATION Inbound vs Outbound How to capture leads Examples BUSINESS VALIDATION The real MVP The Role Player Example
- 4. HOW TO DRIVE TRAFFIC Ads, Blog, Email, SEO USE CASE Fitbit WRAP UP Pro-tips LANDING PAGES AGENDA TODAY
- 6. ANYONE SEEN ‘FIELD OF DREAMS’? “BUILD IT AND THEY WILL COME”
- 7. “BUILD IT AND THEY WILL COME” IF THEY COME, YOU SHOULD BUILD IT.
- 8. WHY EXPERIMENTATION Assumptions Reality • What you think is true • First, know that you don’t know • What you know is true • Cold hard facts ASSUMPTIONS REALITY EXPERIMENTATION
- 9. “Experimentation is the process of observing how customers react in order to validate (or invalidate) business idea assumptions.” WHAT IS EXPERIMENTATION
- 10. WHAT IS AN EXPERIMENT Experiment Data • Objective situation • Single out one thing to test • Ask “What will we learn?” • Proof • Filter out learnings • Evidence - based decisions
- 11. Boring SurveysAds and AudiencesLanding PagesA versus B Split Test EXPERIMENT DESIGN Testing 2, 3, 4 versions simultaneously. One difference per version. anything Landing page or other form of value proposition that lets you collect leads and measure demand or compare audiences. Testing ads for copy, form, image… Which one gets the best click- through rate? Make people pay with their time. Smoke Test Trigger Test High Hurdle LANDING PAGES WITHIN EXPERIMENTATION
- 12. WHAT IS A LANDINGPAGE Purpose • Funnels the visitor towards one single action • No navigation, no distraction Higher Conversion • Make the user commit through a clear CTA Focused • One product, one service, one action • Every promotion needs a page
- 13. WEBSITE UNFOCUSED Exploratory experience for learning more about a company, products, people. LANDING PAGE FOCUSED A standalone page that people reach after clicking on a link in an ad, social media post, search result WEBSITE VS LANDING PAGE
- 15. INBOUND PULL STRATEGY Attract leads by providing content that is helpful for them and will organically add to engagement OUTBOUND PUSH STRATEGY DIGITAL MARKETING STRATEGY Show content to as many users as possible to increase chances of reaching an interested audience
- 16. THE INBOUND METHODOLOGY “BUILD IT AND THEY WILL COME”
- 17. CAPTURE LEADS LANDINGPAGE STAND ALONE • Corporate Experimentation Playbook • The Growth Revolution PART OF SOMETHING BIGGER • Free Resources • Board of Innovation CONTENT MARKETING • Right content for the right stage
- 20. LEAD MACHINE Conversion Nurture • Fill out form • Capture email • Follow - up email • No pitch • Less is more
- 22. THE GROWTH REVOLUTION THE REAL MVP MINIMAL VIABLE PRODUCT
- 23. “A MVP is a product with just enough features to satisfy early customers and to provide feedback for future development” WHAT IS A MVP
- 24. HOW MINIMAL SHOULD MVP BE MVP Examples • To gather learnings • Core features • More minimal than you think • Facebook • Product Hunt
- 25. FACEBOOK
- 26. PRODUCTHUNT
- 27. FAKE IT TILL YOU MAKE IT
- 28. THE GROWTH REVOLUTION THE ROLE PLAYER LANDING PAGE
- 29. “A stand-alone single page where you display your value proposition and aim to convert to a sign up via email or a sale” WHAT IS A LANDING PAGE
- 30. KEY ELEMENTS OF A LANDING PAGE Product Target Audience • Talk about it • Customer pain • What does it solve? • Is it well defined? • Customer persona • Why will they use your product?
- 31. KEY ELEMENTS OF A LANDING PAGE Business Goal Metrics • Lead Generation • Validation • Is there problem fit/solution fit? • How do you measure your progress? • What metric do you need? • Conversion rate (%), Sign-ups, Payments, Clicks etc.
- 32. “Pre-validate your landing page by doing a 5-second test with your peers offline or online with tools like fivesecondtest.com” PRE - VALIDATE LANDING PAGE
- 33. POSITIVES B2C & B2B SPEED SIMPLICITY FOCUS NEGATIVES B2C & B2B HYPOTHESIS COST REQUIRES HIGH AMOUNT OF USERS PRO’S AND CON’S
- 34. Boring SurveysAds and AudiencesLanding PagesA versus B Split Test EXPERIMENT DESIGN Testing 2, 3, 4 versions simultaneously. One difference per version. anything Landing page or other form of value proposition that lets you collect leads and measure demand or compare audiences. Testing ads for copy, form, image… Which one gets the best click- through rate? Make people pay with their time. Smoke Test Trigger Test High Hurdle LANDING PAGES WITHIN EXPERIMENTATION
- 36. TRIGGER TEST
- 37. S THE GROWTH REVOLUTION HOW TO DRIVE TRAFFIC TRACTION
- 38. GOOGLE VS FACEBOOK ADS Google Adwords Facebook Ads • Keyword specific targeting • Users are aware of the problem • Looking for solution • Go straight for conversion • Discovery phase of the problem/solution • Educational content • Make them aware of the problem you’re solving
- 39. CREATE A KILLER BLOG Guest writing • Have an influencer write about you Testimonial • Get an interview with an industry leader Blogpost • Post for every stage of the funnel
- 40. USE EMAIL THE RIGHT WAY Newsletter • Link to blogpost • Repeat CTA Nurturing • Ask if they enjoyed the content • Propose other content based on their interest • CTA
- 41. OPTIMIZE SEO Search Engine Optimization • Organic search • Less difficult to find you on the web • Content will be more relevant for the engine • End closer to the top results • Costs nothing • Dqsfd
- 42. S THE GROWTH REVOLUTION THAT NEXT LEVEL FITBIT
- 44. S THE GROWTH REVOLUTION LET’S WRAP UP PRO TIP’S
- 45. Good enough. Not perfect. Tell them what to do. 03 04 Make them want to scroll down. Some need an extra push. 01 02 8 WAYS TO A KILLER LANDING PAGE Catchy Headline Sub-Headline Clear CTA Visuals
- 46. Deliver on the promise. Trigger their imagination. 05 06 8 WAYS TO A KILLER LANDING PAGE USP/Value Proposition Great Copy “Don’t take it from us.” Create FOMO. 07 08 Scarcity Testimonials
- 47. “Build a page for learning, NOT for conversions” PRO TIPS OF THE DAY “AVOID a coming soon page”
- 49. DROPBOX
- 50. THAT’S ALL FOLKS YOU WERE GREAT 👋 🏼
Hinweis der Redaktion
- Horrible advice Why? See next slide
- IT SHOULD BE - Building stuff isn’t hard: Computer, internet connection, tools, resources - Building stuff is nice too: It’s within your control and it feels good. HOWEVER, YOU’RE NOT BUILDING STUFF FOR YOURSELF - You’re not your target audience. - You have no idea whether they will like it ,that’s beyond your control. - It sucks when nobody likes your idea BUT building something nobody wants is worse. 👉🏻To avoid wasting resources validate that it’s worth building
- MINDSET As long as there is no hard proof for your idea, there is a possibility that it won’t match reality, which exposes you to risks. Remember: Would’ve, should’ve and could’ve build no bridges. 👉🏻Experimentation is needed to validate your assumptions to reality and by doing so reducing risk
- IN OTHER WORDS To fit and align those ideas yo have to reality, we’re going to design a situation in which that one assumption you want to gather proof for is being put to the test (over and over again) 👉🏻See how people actually react to it.
- EXPERIMENT Objective situations in which we single out the one thing we want to test, the one assumption that needs to be true for our solution to be viable, to work for our customers. In other words 👉🏻 Find out what customers want without directly asking them. DON’T ASK “WHAT WILL WE BUILD?” ASK “WHAT WILL WE LEARN?” DATA Through the running of experiments you’ll gather data or proof. By analyzing that data you’ll gather learnings. And so the more informed you are about something, the better you know the space, the target audience, the more accurate/focused your next experiments will be. 👉🏻The aim of running experiments is to make evidence-based decisions
- I’LL COME BACK TO THIS SLIDE LATER ON AND EXPLAIN IT IN DETAIL
- INTRO Knowledge-based world Audiences rely on advertising to inform them of new products, 👉🏻 But they can also review, comment, ask questions and watch videos of other users testing a product. INBOUND MARKETING 👉🏻 An approach focused on attracting customers through content and interactions that are relevant and helpful. Blogs Search engines Social media OUTBOUND MARKETING 👉🏻 An attempt to initiate a conversation about a product or service by rapidly spreading word of its existence, using volume and repetition. Hard to develop healthy relationships Tactics are too intrusive and disruptive
- EXPLAIN THE PROCESS Landing Pages are the cornerstone of this methodology since they are responsible for all your leads
- NURTURING No pitching, don’t be like here are 30 other tools we have Just thank them You can always send a nurture email later on: Everything good with the tool? Do you need any help?
- Reference how this ties into the lean startup by Eric Ries
- MVP - Remember that you create an MVP to gather learnings, not to create a beautiful finished product. - Speed is key - Implement only the core feature(s) needed to realise your value proposition 👉🏻 “How minimal should your MVP be? Probably more minimal than you think” Eric Ries of the Lean Startup
- Core value proposition of Facebook = Connecting people online 👉🏻 This page was all that was needed to test that although it looks like shit
- PRODUCT HUNT Ryan Hover - Founder of Product Hunt - Was a product Geek: always testing out new products - Assumption: Am I the only one? If not, maybe I can build a community around new products MVP - Mail: Asked his own mailing list the following question: Coolest product of the day? - Poll: Is new products part of your everyday life? - Newsletter: Created based on learnings where he featured new products 👉🏻Started the Product Hunt community
- IT’S ALL ABOUT THE SPEED OF WHICH YOU’RE LEARNING! So say you got your solution in mind and you know what you’re going to make are you going to spend weeks, month or years building it? No It’s about speed!!! You want to learn as much as possible and the faster you move, the more you learn So Build a facade as quick as possible and get feedback right away
- LANDING PAGE FOR VALIDATION States your value proposition, along with a call to action that asks the user to commit some form of value to sign up. Start from a hypothesis, clarify your key metric and use your call to action to test user interest in your value proposition.
- IT’S ALL ABOUT THE COPY Speak to your audience, in their language Do your research, understanding your customer is key. 👉🏻 You could make a case that it’s even more important then design
- BUSINESS GOAL Are you testing if it’s worth solving the problem you found? Are you testing if people care about your solution to the problem?
- Have a peer/friend look at the page for 5 seconds Afterwards ask him to explain the value proposition to you and what the page is all about If he can’t tell you - redesign
- Is your hypothesis worth testing? Risky enough? When you’re trial runs out: Instapage (starting 29$/month) and Unbounce(starting 79$/month) lets you design landing pages fast and analyze conversion insights. A landing page on it’s own is not enough to talk about proper validation, you need multiple experiments to be sure it’s validated
- OVERVIEW (Go a bit deeper into A/B-testing and High Hurldle, examples follow for the other 2) A/B - Testing Test 2 variants (variant A and variant B) of a certain element, in order to discover which variant performs the best in maximising a desired outcome (e.g. purchase rate on an e-commerce platform). The elements that can be A/B tested are uncountable: 2 different subject lines for a newsle]er campaign, 2 versions of an AdWords campaign, 2 pricing schemes for a new service, 2 color schemes for a landing page, and so forth. High Hurdle Make people pay with their time Example: You’re asking customers to fill out a boring, long survey for them to get early access on a new feature or product/service you’re working on (= one that you haven’t built yet) Goal: See how many of them make it to the end of the survey
- TEST THE RESONANCE OF YOUR ELEVATOR PITCH QUANTITATIVELY BY CAPTURING CUSTOMER DEMAND Smoke testing allows you to qualitatively gauge whether or not there is any serious demand for our value proposition. This can be done with emails or a landing page that states your value proposition, along with a call to action that asks the user to commit some form of value to sign up. BUFFER: - Social media management platform: Let’s test if people care about such a product - Created product page (value proposition) - After clicking on the product page you got a pricing page (insights: interest & pricing models) - After choosing a pricing model you got the following message: “We haven’t build it yet but leave you’re email behind” (creation of loyal customer test group)
- ADD CAMPAIGNS Facebook, Google and LinkedIn adds to test the resonance of your value propostition with the particular target customers you are trying to reach. Gain insights into how much your customers are willing to pay, the market size, the cost of selling. Paid banner ads and keywords can be used to drive traffic from the ads to your landing page. Go through the examples on the slide
- SEO is also at the centre of digital marketing strategy as it enhances natural website authority over organic search. The better the SEO, the less effort the consumer will have to exert to find your website and the more relevant your content will appear to be for the search engine, ultimately ranking your content closer to the top of the page.
- Just to inspire you guys
- NOT FOR CONVERSIONS Optimise 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. AVOID COMING SOON By indicating that the product already exists, you’ll identify that people are actually willing to pay for it.
- TOOLS
- It all comes down to test the resonance of your elevator pitch quantitatively 👉🏻 Dropbox explainer video