Relating to launching a brand new product or enterprise, my mantra is to “fall in love with the issue, not the answer.” In different phrases: even when you suppose you’ve provide you with the following massive factor, it’s best to all the time deal with it like a speculation. And as with every speculation, which means testing it.
In case your authentic idea takes off and not using a hitch? Nice! But when it doesn’t, it’s best to proceed landing page testing (and retesting, and retesting) till you discover the greatest answer to your potential prospects’ downside. Testing may sound prefer it requires a big funding of time, cash, and different assets, however I’ve discovered the proper low-effort, high-return workaround: constructing a touchdown web page.
Why touchdown pages?
Utilizing touchdown pages to check a brand new services or products concept means that you can acquire useful buyer suggestions whereas remaining agile, and might make clear the general viability of your proposed answer. However the most effective half is that touchdown pages don’t require a considerable amount of customized design and growth work.
Through the use of landing page templates, you may deal with figuring out your worth proposition and validating your concept earlier than bringing it to market. And there are quite a lot of methods to take action:
Cut up check the large stuff early on
Nearly each touchdown web page characteristic (headlines and physique copy, photos, colours, and so forth.) will be A/B tested to optimize performance—and firms ought to be utilizing that to their benefit.
That stated, you shouldn’t cut up check every thing simply because you may. Earlier than attempting to find out how format and header photos may affect person motion, use touchdown web page A/B testing functionality to search out out what customers really need. I usually begin with the identical format and experiment by speaking concerning the enterprise idea in two alternative ways.
A/B checks are sometimes described when it comes to small modifications to format, however they are often very efficient for testing totally different worth props.
For instance, if I wished to launch a brand new ride-sharing app, I might check the next worth propositions to see what speaks to folks most:
- Comfort: Somebody will decide you up and take you the place you wish to go
- Affordability: You now not have to personal a automobile or tackle the related prices of fuel, insurance coverage, parking, and so forth.
Testing like this lets you collect extra conclusive knowledge about what resonates most along with your viewers—data you need to use to tell the event of your corporation or product shifting ahead.
Distill copy to your major worth proposition (no advertising communicate!)
Unquestionably, copy is among the most necessary parts on a web site—it could actually make or break the customer expertise. Earlier than you even begin designing a touchdown web page, take into consideration what it is advisable to say about your product or enterprise concept.
When you’ve determined your core worth proposition (within the earlier step), it’s time to explain it in a manner that may resonate with potential prospects. Writing issues out in a plain Google Doc (as a substitute of instantly into a web site template) can actually assist to flesh this out.
Relating to writing touchdown web page copy, I like to recommend that you simply:
- Deal with the issue, and suggest an answer
- Use sturdy, optimistic headlines
- Emphasize advantages over options
- Preserve it concise; touchdown pages ought to be scannable
- Embody a transparent name to motion
Profitable copywriting is rooted in a strong understanding of who the client is: how they suppose, really feel, and act; what drives them to make buying choices. The language you utilize also needs to mirror that of your target market.
Let’s take a look at a before-and-after instance for a similar enterprise concept talked about above:
- Earlier than: Revolutionary ride-sharing know-how
- After: We’ll decide you up, wherever you’re
The primary headline is obscure and buzzwordy—it doesn’t inform guests concerning the product, or why they need to care about it—whereas the second headline speaks on to the comfort worth proposition in clear and easy language.
PRO TIP. Should you haven’t had time to develop formal personas, a good way to find out about your prospects is to look at how they convey and work together on social media. Interviewing a number of potential customers to get a way of their ache factors and preferences can assist too.
Incorporate visuals and 3D renders of your future product (if it doesn’t exist already)
Should you’re testing a brand new product or concept, you’ll want to include compelling imagery in your touchdown web page. Sturdy visible parts assist to speak the worth and desirability of your merchandise. The extra you need to use renders and movies to point out folks, “hey, right here’s what the longer term state of this product will probably be,” the higher because it provides you an opportunity to gauge curiosity earlier than placing one thing into manufacturing.
Along with showcasing your product with visuals and 3D renders, design your touchdown web page with simplicity and consistency in thoughts. Leverage the icons and imagery supplied along with your touchdown web page template to speak your values visually (above the fold, the place potential) and keep in mind to make use of the same aesthetic in your social channels to create a cohesive model expertise for purchasers.
Deal with top-of-funnel KPIs first, then transfer down the funnel
Realizing which metrics and KPIs to concentrate to throughout the pre-launch part is essential. Typically talking, you’ll wish to deal with top-of-funnel metrics first. I take a look at click-through charges to get a holistic image of buyer curiosity and engagement. How many individuals are getting from the primary web page to the second web page? What share of individuals are clicking on the sign-up button?
On the finish of the day, it’s nice to get cash—transactions are the final word KPI—however frankly, that’s the toughest factor to perform early on. Should you begin by measuring click-through charges, you may say, “Cool, 22% of individuals clicked the sign-up button, which took them to a different web page.” And now you may have the possibility to get them to fill in some extra particulars, or direct them to a “Welcome” or “Coming Quickly” touchdown web page, and ease that buyer down the funnel.
Ship the proper visitors to your touchdown web page
As a benchmark, I attempt to get hold of a 25% conversion price from a touchdown web page’s first CTA. Should you can’t do that, it may be a sign that your product doesn’t adequately remedy your prospects’ issues—or not less than that your worth proposition isn’t resonating with them. However keep in mind: there are lots of issues that may have an effect on your conversion charges.
Contemplate the place individuals are coming to your touchdown web page from. Conversions from paid search are signal that individuals are thinking about what it’s important to supply; you wish to seize consideration and leads from the individuals are actively trying to find the answer you’re providing. You may additionally wish to take into consideration investing in paid social. I’ve discovered success with Twitter and Fb—it’s actually about assembly your prospects the place they’re.
Present worth to guests to extend conversions
To maximise conversions, it is advisable to present one thing of serious worth to your touchdown web page guests. For SaaS firms, this may be one thing so simple as a beta sign-up or free software obtain; since there are not any bodily merchandise concerned, SaaS firms have a good quantity of flexibility of their choices. E-commerce manufacturers, nevertheless, must be a bit extra artistic.
Kickstarter is a technique new firms are gauging curiosity—if folks pledge cash or make pre-orders it’s indicator of urge for food on your answer. Take into consideration the sorts of incentives you may supply to extend conversions (e.g., reductions, free swag). Or, as a substitute of aiming for an order, maybe you may ask guests to submit their electronic mail to obtain notifications concerning the product’s launch.
Falling in love with the issue
Every of the above strategies can be utilized to evaluate the viability of your services or products earlier than going all in, which might prevent super quantities of money and time. It’s necessary to notice that every method requires fixed testing and iteration.
The outcomes of your touchdown web page experiments ought to be seen as a guiding pressure that may transfer you in the proper course—in case your authentic idea doesn’t pan out, don’t be afraid of constructing modifications.
This brings us again to my mantra:
Fall in love with the issue, not the answer.
Being versatile means you may adapt your services or products to higher tackle the issue you wish to remedy, which in the end results in a extra profitable enterprise—and a extra glad buyer.
