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Landing Pages and
MVP Validation
Contents
Topics we will touch on, in this presentation.
01 Landing Pages Overview
A natural extension of your advertising....
What is Instapage ?
• Quickly build and A/B test landing pages
• Our mission: continually lower the cost of customer acqui...
Digital marketing professional with experience across all
channels, industries, verticals, and companies.
Ander Frischer
M...
A website is an exploratory experience for leaning more about
a company, products, people, and services.
A landing page is...
An exploratory user experience for leaning more about a
company, products, people, and services.
Websites
Exploratory Best...
Example: Uber
Multiple Navigation Options
A natural extension of your digital advertising.
Landing Pages
Purpose Funnels the visitor towards a singular action. No n...
Example: Uber
Facebook Ad > Landing Page
Each of us plays a role in creating the Instapage experience and each of us is
eq...
A landing page is an easy, scalable way to validate your MVP with both paid and organic
distribution. It only takes a coup...
The following tools are required for validating and idea with a landing page.
Tools Required
Instapage
Account
Instapage o...
Headline
Catch a visitors attention and
demonstrate initial value.
Form Capture
Gauge interest.
Creative Assets
Images (an...
Treat Your Page as a Hypothesis
for a Product that Already Exists
Avoid a coming soon page.
By indicating that product tha...
The content of your landing pages depends on the traffic
source and targeting of your advertising campaign.
Context is Every...
Facebook Ads
Educate Your Audience
• Facebook ads are served
towards a user in the discovery
phase of the problem and
solu...
Google Adwords
Solve the Problem
• Adwords campaigns are based on keyword specific targeting.
• Users are already aware of ...
The degree of your message matching depends on the specificity of your targeting,
understanding of your target user, and th...
Every element of your site can be A/B tested to scientifically improve conversion
rates
Measuring Success and A/B Testing
Test your page until you 350 to 400 conversions before drawing any
conclusions. Only test 2 or 3 variations at a time.
Kee...
Exit Pop Up
Reach a broader audience.
Mobile Only Ads
Large CTA, short text copy
Images
End Result Image vs. Product
Image...
Signups
Get between 100 and 200 signups with a 25% conversion rate to determine
if your product is worth exploring further...
How can I help you? All questions are welcome.
Questions & Answers
Please let me know how I can help you.
Thank you Etohum!
ander@instapage.com help@instapage.com
@AnderFrischer @Instapage
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Startany - Landing Page and MVP Validation

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What if you could test a concept or idea before heading to market. Think of the time, effort, and money, you’d save. There’s an easy way to do run these kinds of tests, and to learn more about your product’s market fit, demographics and more. It’s called an Instapage landing page.

Join us on 28th of July, as Ethohum invites you to our webinar hosted by Ander Frischer, lead marketing educator at Instapage in San Francisco, California. Learn how Ander uses landing pages created on the Instapage platform to test an idea or product and how to promote your idea using paid and organic traffic.

Ander will also explain:

How Instapage works

How to harness the power of hyper-targeted advertising

The value of email capture and how to use in your remarketing

How to get the most from your A/B testing

And more...

Published in: Business
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Startany - Landing Page and MVP Validation

  1. 1. Landing Pages and MVP Validation
  2. 2. Contents Topics we will touch on, in this presentation. 01 Landing Pages Overview A natural extension of your advertising. 02 Validating Your Product With a Landing Page The value of the Most Viable Page 03 Measuring Success and A/B Testing The value of the Most Viable Page
  3. 3. What is Instapage ? • Quickly build and A/B test landing pages • Our mission: continually lower the cost of customer acquisition • Profitable bootstrapped company • Founded in 2011 • 70 Employees in San Francisco, Poland, Romania (half joined in the last year) • Over 250k users creating over 1,500 landing pages every day
  4. 4. Digital marketing professional with experience across all channels, industries, verticals, and companies. Ander Frischer Marketing Educator
  5. 5. A website is an exploratory experience for leaning more about a company, products, people, and services. A landing page is a standalone page that people reach after clicking on a link in an ad, social media post, search result. Websites vs. Landing Pages
  6. 6. An exploratory user experience for leaning more about a company, products, people, and services. Websites Exploratory Best for when target user in consideration phase wants more information. Unfocused Multiple opportunities for users to take different types of action Very Low Conversions Home page traffic converts around 3%
  7. 7. Example: Uber Multiple Navigation Options
  8. 8. A natural extension of your digital advertising. Landing Pages Purpose Funnels the visitor towards a singular action. No navigation. No distractions. Focused One product, one service, one action. Every promotion needs a page. Higher Conversions Instapage landing pages features a 20% conversion rate.
  9. 9. Example: Uber Facebook Ad > Landing Page Each of us plays a role in creating the Instapage experience and each of us is equally vital in the creation of the Instapage visual identity.
  10. 10. A landing page is an easy, scalable way to validate your MVP with both paid and organic distribution. It only takes a couple hours. Landing Pages for Idea Validation Tools Required Landing Page Components Most Viable Page A/B Testing & Success Analysis Tips & Best Practices Instapage Demo
  11. 11. The following tools are required for validating and idea with a landing page. Tools Required Instapage Account Instapage offers a free 30 day trial and is the easiest and most powerful landing page builder available. Email Marketing Mailchimp, Aweber, InfusionSoft, or any marketing automation software will help you retarget Lead Magnet Use an eBook, infographic, webinar, or other resource to create immediate value for traffic to your page. Advertising Campaign Paid advertising with Facebook and Adwords will help drive targeted traffic towards your landing page to help validate your idea.
  12. 12. Headline Catch a visitors attention and demonstrate initial value. Form Capture Gauge interest. Creative Assets Images (and sometimes, video) Value Proposition What will a visitor get by signing up? 1 2 34 1 2 3 4
  13. 13. Treat Your Page as a Hypothesis for a Product that Already Exists Avoid a coming soon page. By indicating that product that already exists, you’ll identify that people are actually willing to pay for it. Optimize 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. Build a Page for Learning. Not Conversions.
  14. 14. The content of your landing pages depends on the traffic source and targeting of your advertising campaign. Context is Everything
  15. 15. Facebook Ads Educate Your Audience • Facebook ads are served towards a user in the discovery phase of the problem and solution. • The might not be aware or of the problem and the need for your product. • Focus on educational content and copy to help establish the problem your product helps them solve.
  16. 16. Google Adwords Solve the Problem • Adwords campaigns are based on keyword specific targeting. • Users are already aware of a problem and looking for a solution. • Go straight for the conversion.
  17. 17. The degree of your message matching depends on the specificity of your targeting, understanding of your target user, and their stage in the buying cycle. Message Matching Simple Convey the basic value propositions of your product when you don’t know your specific target user. Used for broader targeting. Deep Specific value propositions matched to the niche target audience of your ad and the estimated buying cycle of the user. Experience Best used for maturing campaigns with less variants focused on a narrative that reflects your users experience.
  18. 18. Every element of your site can be A/B tested to scientifically improve conversion rates Measuring Success and A/B Testing
  19. 19. Test your page until you 350 to 400 conversions before drawing any conclusions. Only test 2 or 3 variations at a time. Keeping Testing Simple
  20. 20. Exit Pop Up Reach a broader audience. Mobile Only Ads Large CTA, short text copy Images End Result Image vs. Product Image CTA Text What speaks to your audience? Long vs. Short Full page testing Price Create perceived value Any individual element on a page can be A/B tested. Here are some quick ones to test. Effective A/B Tests
  21. 21. Signups Get between 100 and 200 signups with a 25% conversion rate to determine if your product is worth exploring further. Relevant Trafic Limit your targeting to relevant traffic that would actually have an interest in your product. Be as specific as possible. Medium Specific Determine your KPIs based on the advertising channel. Facebook, Adwords, and others will drive different types of traffic to your landing page. Each of us plays a role in creating the Instapage experience and each of us is equally vital in the creation of the Instapage visual identity .As the Instapage team grows and further positions itself as the leader in the digital marketing arena. Measuring Success
  22. 22. How can I help you? All questions are welcome. Questions & Answers
  23. 23. Please let me know how I can help you. Thank you Etohum! ander@instapage.com help@instapage.com @AnderFrischer @Instapage

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