LSM - Landing Page Design

Basics&of&Landing&Page&Design&&

Saturday, April 27, 13

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

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Business Models

Concept Phase Execution Phase

Value Prop//Customer Segment//

//Management//Systems

Lean Business Models

Get to your first sale as quickly as possible!

Break it! -> Push

What’s&the&Point?&

•  Controlled&experiment&(MVP)&

•  Get&people&to&convert&on&a&single,&specific&value&proposiDon.&

•  Split&test&and&iterate&rapidly.&

The Buyer Persona

Who you are selling to?

The Buyer Persona

•  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”.

Empathize&

“Seus clientes não são você. Se eles fossem, não seriam clientes, seriam competidores.”- Mike Kuniavsky

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.

Empathize&

Por favor, não façam isso :(

Empathize&

Por favor, não façam isso :(

Large&Graphic&&

Headline&

Key&Benefits &&

CallJtoJAcDon&Social&Proof &&

Simplified&Layout&

SaDsfies&the&“itch”&of&the&person&in&search&for&a&specific&soluDon&to&their&problem.&First&thing&read.&

Large&Graphic&&

Headline&

Key&Benefits &&

Headline&

“Big&Picture&Hypothesis”&&

a.k.a.&&

SoluDon&Hypothesis&&

a.k.a.&&

Value&ProposiDon&

Large&Graphic&&

Headline&

Key&Benefits &&

How&does&your&product&or&service&benefit&the&customer?&

Write&out&bullet&points.&&

Key&Benefits&

Large&Graphic&&

Headline&

Key&Benefits &&

Image&highlights&product&and&conveys&happy&user&experience.&

Hero&Shot&

Large&Graphic&&

Headline&

Key&Benefits &&

TesDmonials&help&to&establish&credibility&and&trust.&

Social&Proof&

Large&Graphic&&

Headline&

Key&Benefits &&

Solicit&one&clear&acDon&that&tests&your&Riskiest&Assump4on.&

CallJtoJAcDon&

“Everything should be madeas simple as possible,

but not simpler.”- Albert Einstein

Don’t&Blow&It&

•  The&Headline&is&Everything&and&will&Probably&Have&the&Biggest&Impact&on&Conversions&

•  A/B&Split&Test&the&Headline&&

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”&

Don’t&Blow&It&

•  Don’t&be&lazy&about&the&page&design.&Polish&=&Credibility.&

•  Keep&copy&clear&&&concise,&using&bullet&points&

Don’t&Blow&It&

•  Don’t&be&lazy&about&the&page&design.&Polish&=&Credibility.&

•  Keep&copy&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

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.”&

Experiment&1:&3%&&&%&&Experiment&2:&3.2%&&&&&✗&&Experiment&1:&3%&&&%&&Experiment&2:&6%&&&&&&&&✓&

Gauge&ProducDvity&

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&

AddiDonal&Traffic&Sources&

•  Craigslist&Ads&•  Youtube&/&Vimeo&•  Flickr&/&Pinterest&•  Slideshare&/&Scribd&•  Blog&comments&•  Forum&comments&•  Paper&fliers,&posters,&biz&cards&

Basics&of&Landing&Page&Design&&

MarketingBuzz Marketing + Engagement + Value + Scarcity

who is your customer

where do they live?

worth their time

make it easy to share

Ask Jay

Marketing Tools

1. Twitter

2. Facebook

3. LinkedIn

4. Email Lists

5. Others

6. Landing Page Design

Twitter

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*

Twitter

Nail Value PropFaces

Link to Landing PageUse Hasthags

Facebook

Infrequent Updates

Join Groups

Post Pictures

Sharing Links

Celebration of the community

Facebook

Join groups

Providing relevant information to specific

groups

Ask questions

DM people

Join on more professional terms

Unbounce

Urgency

Others

Join the Community

Let’s Get Started!

Questions?

ricardo@semantics.com.br

@ricardocouto

LSM - Landing Page Design

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