Launching a landing page is a fast and cost-effective way to test new ideas. A landing page is a standalone web page, where a visitor “lands” after they click on a link in an email, social advertisement, a google ad, or whatsoever.
A ‘normal website’ often has multiple goals. It encourages visitors to explore information about a product or service, make a purchase, inspire with blogs/video, etc.
A landing page however, is designed with one single focus or goal. It’s all about explaining one particular product, service or even feature. And includes a call to action, meaning people can for example sign up to stay up to date.
As the proposition should be explained on just one page. It on the one hand forces you to state your proposition and the benefits for your customers very clearly. On the other hand, it provides users with a quick experience of the concept.
Behind the scenes, the product/service may be in its infancy or may not even exist. A landing page will give you tangible data about the desirability of the concept, by providing insight on the customer’s willingness to sign-up for or even buy the product/service.
So what steps do you need to take to experiment with a landing page?
- Design the experiment for the smoke test, using an experiment card: what hypothesis are you testing, who is your target audience, and when is the experiment successful?
- Build a landing page for your product, where you clearly communicate its value proposition and pricing. Make sure your call-to-action is visible and accessible, because driving conversions will determine the success of your experiment.
- Be sure you have tracking in place and you are measuring KPIs before starting your experiment.
- Start the experiment: make sure to attract the right customers, those who are potentially interested in your offering. Grab back to your personas and customer segment in the Value Proposition Canvas and utilize paid channels to run small campaigns.
- Analyze the results. Capture all learnings, indicate whether you confirmed/rejected your hypothesis and decide how you will continue.
Ok, so your landing page is created. It might be looking like this. How do you attract visitors?
- Paid social traffic: running a advertising campaign on social media is a perfect way to target specific people. Think about who you are targeting, what are their interests and characteristics? This can all be included
- Email campaigns: this is often thought of us as the most effective marketing channel, because of its enormous reach (and low costs) compared to other platforms
- Paid search traffic: search engines offer paid advertising. When someone is searching for something, these ads appear as one of the results
Some final tips:
- Make sure your branding, messaging and visual identity are consistent across all platforms and channels.
- Important KPIs to include: overall conversion (% of customers from landing page to completed action), click-through-rate from ads based on different keywords and the bounce rate of your landing page for different keywords.
- Don’t be afraid to test with a “Buy Now” button, even if your product isn’t ready. In fact, this is a great way to start generating leads. You can guide these potential customers to an email sign-up model, so they will be the first to know when the product becomes available.
- Start small, fail fast! Choose a max. daily budget to run the campaign for a few days/weeks. How long the test will run, depends on when you’ve gathered enough data to provide you with conclusive insights.
Now you might think, how can this be a fast and cost effective way to run an experiment? Who will make the website for me? Good news: there are a lot of free online tools that will make it easier than ever to create the website yourself. No pre-knowledge needed! See the tools below.
Tools Landing Page