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
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
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
Digital marketing professional with experience across all
channels, industries, verticals, and companies.
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
An exploratory user experience for leaning more about a
company, products, people, and services.
Exploratory Best for when target user in consideration phase wants more information.
Unfocused Multiple opportunities for users to take diﬀerent types of action
Home page traﬃc converts around 3%
A natural extension of your digital advertising.
Purpose Funnels the visitor towards a singular action. No navigation. No distractions.
Focused One product, one service, one action. Every promotion needs a page.
Instapage landing pages features a 20% conversion rate.
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.
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
A/B Testing &
Tips & Best
The following tools are required for validating and idea with a landing page.
Instapage oﬀers a free 30 day trial and is the easiest and most powerful
landing page builder available.
Mailchimp, Aweber, InfusionSoft, or any marketing automation software will
help you retarget
Use an eBook, infographic, webinar, or other resource to create immediate
value for traﬃc to your page.
Paid advertising with Facebook and Adwords will help drive targeted traﬃc
towards your landing page to help validate your idea.
Catch a visitors attention and
demonstrate initial value.
Images (and sometimes, video)
What will a visitor get by signing up?
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.
The content of your landing pages depends on the traﬃc
source and targeting of your advertising campaign.
Context is Everything
Educate Your Audience
• Facebook ads are served
towards a user in the discovery
phase of the problem and
• The might not be aware or of
the problem and the need for
• Focus on educational content
and copy to help establish the
problem your product helps
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.
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.
Convey the basic value propositions of your product when you don’t know
your speciﬁc target user. Used for broader targeting.
Speciﬁc value propositions matched to the niche target audience of your ad
and the estimated buying cycle of the user.
Best used for maturing campaigns with less variants focused on a narrative
that reﬂects your users experience.
Every element of your site can be A/B tested to scientiﬁcally improve conversion
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.
Keeping Testing Simple
Exit Pop Up
Reach a broader audience.
Mobile Only Ads
Large CTA, short text copy
End Result Image vs. Product
What speaks to your audience?
Long vs. Short
Full page testing
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
Get between 100 and 200 signups with a 25% conversion rate to determine
if your product is worth exploring further.
Limit your targeting to relevant traﬃc that would actually have an interest in
your product. Be as speciﬁc as possible.
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.
How can I help you? All questions are welcome.
Questions & Answers
Please let me know how I can help you.
Thank you Etohum!