Basics&of&Landing&Page&Design&&
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Some Context
What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive?
Through which Channels do our Customer Segments want to be reached? How are we reaching them now?How are our Channels integrated? Which ones work best?Which ones are most cost-efficient? How are we integrating them with customer routines?
For what value are our customers really willing to pay?For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?
For whom are we creating value?Who are our most important customers?
What type of relationship does each of our CustomerSegments expect us to establish and maintain with them?Which ones have we established? How are they integrated with the rest of our business model?How costly are they?
What value do we deliver to the customer?Which one of our customer’s problems are we helping to solve? What bundles of products and services are we offering to each Customer Segment?Which customer needs are we satisfying?
What Key Activities do our Value Propositions require?Our Distribution Channels? Customer Relationships?Revenue streams?
Who are our Key Partners? Who are our key suppliers?Which Key Resources are we acquiring from partners?Which Key Activities do partners perform?
What Key Resources do our Value Propositions require?Our Distribution Channels? Customer Relationships?Revenue Streams?
Day Month Year
No.
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Business Models
Concept Phase Execution Phase
Value Prop//Customer Segment//
//Management//Systems
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Lean Business Models
Get to your first sale as quickly as possible!
Break it! -> Push
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What’s&the&Point?&
• Controlled&experiment&(MVP)&
• Get&people&to&convert&on&a&single,&specific&value&proposiDon.&
• Split&test&and&iterate&rapidly.&
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The Buyer Persona
Who you are selling to?
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The Buyer Persona
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• Did&I&land&in&the&correct&place?&• Is&This&What&I&Expected?&• Do&I&Trust&This&Site?&• How&Long&Will&This&Take?&• What&Should&I&Do&Next?&• Where&Should&I&Go&Next?&• Should&I&Click&the&Back&BuUon?&
Empathize&
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• Did&I&land&in&the&correct&place?&• Is&This&What&I&Expected?&• Do&I&Trust&This&Site?&• How&Long&Will&This&Take?&• What&Should&I&Do&Next?&• Where&Should&I&Go&Next?&• Should&I&Click&the&Back&BuUon?&
Empathize&
Colocar-se no lugar do outro.Porém, sem perder a essa condição de “como se”.
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• Did&I&land&in&the&correct&place?&• Is&This&What&I&Expected?&• Do&I&Trust&This&Site?&• How&Long&Will&This&Take?&• What&Should&I&Do&Next?&• Where&Should&I&Go&Next?&• Should&I&Click&the&Back&BuUon?&
Empathize&
“Seus clientes não são você. Se eles fossem, não seriam clientes, seriam competidores.”- Mike Kuniavsky
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• Did&I&land&in&the&correct&place?&• Is&This&What&I&Expected?&• Do&I&Trust&This&Site?&• How&Long&Will&This&Take?&• What&Should&I&Do&Next?&• Where&Should&I&Go&Next?&• Should&I&Click&the&Back&BuUon?&
Empathize&
Empatia afetivaRelacionada à habilidade de experimentar reações emocionais por meio da observação da experiência alheia.
Empatia cognitivaRelacionada à capacidade de compreender a perspectiva psicológica das outras pessoas.
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• Did&I&land&in&the&correct&place?&• Is&This&What&I&Expected?&• Do&I&Trust&This&Site?&• How&Long&Will&This&Take?&• What&Should&I&Do&Next?&• Where&Should&I&Go&Next?&• Should&I&Click&the&Back&BuUon?&
Empathize&
Ai!
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• Did&I&land&in&the&correct&place?&• Is&This&What&I&Expected?&• Do&I&Trust&This&Site?&• How&Long&Will&This&Take?&• What&Should&I&Do&Next?&• Where&Should&I&Go&Next?&• Should&I&Click&the&Back&BuUon?&
Empathize&
Por favor, não façam isso :(
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• Did&I&land&in&the&correct&place?&• Is&This&What&I&Expected?&• Do&I&Trust&This&Site?&• How&Long&Will&This&Take?&• What&Should&I&Do&Next?&• Where&Should&I&Go&Next?&• Should&I&Click&the&Back&BuUon?&
Empathize&
Por favor, não façam isso :(
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&&&&
Large&Graphic&&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
Simplified&Layout&
!&"&
#&$&
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SaDsfies&the&“itch”&of&the&person&in&search&for&a&specific&soluDon&to&their&problem.&First&thing&read.&
&&&&
Large&Graphic&&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
Headline&
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“Big&Picture&Hypothesis”&&
a.k.a.&&
SoluDon&Hypothesis&&
a.k.a.&&
Value&ProposiDon&
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&&&&
Large&Graphic&&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
How&does&your&product&or&service&benefit&the&customer?&
Write&out&bullet&points.&&
Key&Benefits&
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&&&&
Large&Graphic&&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
Image&highlights&product&and&conveys&happy&user&experience.&
Hero&Shot&
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&&&&
Large&Graphic&&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
TesDmonials&help&to&establish&credibility&and&trust.&
Social&Proof&
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&&&&
Large&Graphic&&
Headline&
Key&Benefits &&
CallJtoJAcDon&Social&Proof &&
Solicit&one&clear&acDon&that&tests&your&Riskiest&Assump4on.&
CallJtoJAcDon&
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“Everything should be madeas simple as possible,
but not simpler.”- Albert Einstein
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Don’t&Blow&It&
• The&Headline&is&Everything&and&will&Probably&Have&the&Biggest&Impact&on&Conversions&
• A/B&Split&Test&the&Headline&&
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Example&Split&Test&
“Developers&Save&Time&and&Money&with&Our&Leading&ApplicaDon&Monitoring&SoYware”&&“Our&ApplicaDon&Monitoring&SoYware&Helps&Developers&Fix&Code&Bugs&Faster,&Improving&the&BoUom&Line”&
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Don’t&Blow&It&
• Don’t&be&lazy&about&the&page&design.&Polish&=&Credibility.&
• Keep©&clear&&&concise,&using&bullet&points&
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Don’t&Blow&It&
• Don’t&be&lazy&about&the&page&design.&Polish&=&Credibility.&
• Keep©&clear&&&concise,&using&bullet&points&
Fogg, B.J. (May 2002). "Stanford Guidelines for Web Credibility." A Research Summary from the Stanford Persuasive Technology Lab. Stanford University. www.webcredibility.org/guidelines
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Don’t&Blow&It&
• If&collecDng&email&addresses,&must&include&a&privacy&statement.&
• “Your&privacy&is&important&to&us.&We&will&never&share&your&email&address&with&third&parDes.”&
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Experiment&1:&3%&&&%&&Experiment&2:&3.2%&&&&&✗&&Experiment&1:&3%&&&%&&Experiment&2:&6%&&&&&&&&✓&
Gauge&ProducDvity&
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Primary&Traffic&Sources&
• SEM&–&Adwords,&Bing,&Yahoo&• Email&blasts&(remember%to%collect!)&• Facebook&posts&/&ads&• TwiUer&posts&/&ads&• Google+&posts&• Quora&/&Yahoo&Answers&• Surveys&with&CTA&• Live&Interviews&
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AddiDonal&Traffic&Sources&
• Craigslist&Ads&• Youtube&/&Vimeo&• Flickr&/&Pinterest&• Slideshare&/&Scribd&• Blog&comments&• Forum&comments&• Paper&fliers,&posters,&biz&cards&
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Basics&of&Landing&Page&Design&&
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MarketingBuzz Marketing + Engagement + Value + Scarcity
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who is your customer
where do they live?
worth their time
make it easy to share
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Ask Jay
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Marketing Tools
1. Twitter
2. Facebook
3. LinkedIn
4. Email Lists
5. Others
6. Landing Page Design
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It’s NEVER ABOUT YOU
Frequent Updates
Answer Questions
Personal Touch
Never Blast/Spam
Provide Value
Engage
Follow Influencers
Create a list
*don’t get blocked from Twitter*
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Nail Value PropFaces
Link to Landing PageUse Hasthags
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Infrequent Updates
Join Groups
Post Pictures
Sharing Links
Celebration of the community
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Join groups
Providing relevant information to specific
groups
Ask questions
DM people
Join on more professional terms
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Unbounce
Urgency
Value
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Others
Join the Community
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Let’s Get Started!
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Questions?
@ricardocouto
Saturday, April 27, 13
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