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Get Sharp:
Getting your first customers
online without coding

Elizabeth Yin
co-founder LaunchBit

May 11, 2011
Agenda
 Introduction
 Landing Page Testing
     Identifying Hypotheses
     Building Landing Pages
     Marketing Landing Pages
     Analyzing Landing Pages
 Case Study: The Wed Connect
 Q&A
In high school, we decided to
become internet entrepreneurs
Shiny Orb is a social shopping site
for wedding apparel
DressMob is a social shopping site
for all dresses
Building a website has become
very accessible
                          1990s                 2010
Difficulty       HARD                 Easier


Speed            Months/Years         Days/Weeks/Months

                                      Hire, Try to learn, outsource,
Options          Hire, Try to learn
                                      3rd party tools
                                      Books, friends, online,
Resources        Books, friends
                                      forums, Craigslist




   Sites are being built more quickly and easily
The biggest obstacle for you is no
longer technical


    Do you have a
     product that
    people want??
Landing Page
Testing
Just what exactly is a landing
page test?


        A measurement of
         customer demand
    through a single webpage
    with a single call-to-action
Dropbox got 200,000 signups with
just a video
Why should you do landing
page tests?
 Understand your customer acquisition
 Little investment required
     No coding needed
     No product needed
     Little time
     Little $$
Identifying
Hypotheses
Write down the top assumptions
about your business
 Write down your assumptions
   E.g. People will sign up for an online social
    exercise-motivation service.
   E.g. People will pay a monthly subscription
   E.g. Maybe $9.99 / mo?
Building
Landing Pages
Use headlines to concisely
describe your product
Describe the top benefits with
short bullet points
Pay attention to layout and keep
important things “above the fold”
Show what your product looks like
with “screenshots”
Show a product demo through
videos or presentations




http://www.goanimate.com   http://www.prezi.com
Adding testimonials can lend
credibility to your product
Have a clear call-to-action so
people know what to do
Use a signup form to get
information on your power users
There are many WYSIWYG
platforms for building webpages

                http://www.weebly.com



                http://www.yola.com


                http://sites.google.com

                http://www.unbounce.com
Success of your landing page
requires analytics data


       # of               # of
     Visitors           Signups



                 http://www.unbounce.com

                 http://analytics.google.com
A landing page should be very
simple and concise


 Benefit #1
 Benefit #2   Call to Action
 Benefit #3
Your landing page should send the
right message in 5 seconds
              http://www.usabilityhub.com
Marketing
Landing Pages
Diversify marketing by trying many
different channels
 Small amounts of marketing across
  multiple channels
   Q & A platforms
   Online forums
   Ads
Q&A forums and other industry
specific sites are like “annuities”
People in online groups can offer
quality verbal feedback
Ads are a great way to get traffic
to your page quickly

              http://adwords.google.com



              http://adcenter.microsoft.com



              http://www.facebook.com/advertising


              http://www.technorati.com
Analyzing
Landing Pages
Analyze your conversion funnel for
possible business viability
 Forums   Email         Ads    Facebook



             Page Visitors



          Watched Demo Video



            Signed Up
Compare landing page results with
your hypotheses
Case Study:
The Wed Connect
The Wed Connect is our own
experience at quick idea testing
In 5 days, we had numbers to
evaluate The Wed Connect
                     Bounce Rates
                                         87% of 68 people
                                         56% of 16 people




                               21 Signups
 Quick math:
   Charge wedding vendors $2 / lead * 21 leads = $42
   Costs: $0.44 * 68 people = $29.92
   Potential profit: $0.58 / person
Qualitative feedback taught us
about the customer
We determined the viability of The
Wed Connect in just 1 week
0     1     2                                   7      8



1 day Customer Research
                                           1 day Analysis
      1 day Build MVP
            5 days Testing and Marketing



Great initial numbers but a frustrating business
LaunchBit helps new, aspiring
entrepreneurs launch their ideas


     http://classroom.launchbit.com



       http://guide.launchbit.com
Got any questions about doing
landing page tests?

   More questions? hello@launchbit.com
   Mailing list: signup@launchbit.com
   Blog: blog.launchbit.com
   Twitter: @launchbit
   www.launchbit.com

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Landing Page Testing: get customers...before coding

  • 1. Get Sharp: Getting your first customers online without coding Elizabeth Yin co-founder LaunchBit May 11, 2011
  • 2. Agenda  Introduction  Landing Page Testing  Identifying Hypotheses  Building Landing Pages  Marketing Landing Pages  Analyzing Landing Pages  Case Study: The Wed Connect  Q&A
  • 3. In high school, we decided to become internet entrepreneurs
  • 4. Shiny Orb is a social shopping site for wedding apparel
  • 5. DressMob is a social shopping site for all dresses
  • 6. Building a website has become very accessible 1990s 2010 Difficulty HARD Easier Speed Months/Years Days/Weeks/Months Hire, Try to learn, outsource, Options Hire, Try to learn 3rd party tools Books, friends, online, Resources Books, friends forums, Craigslist Sites are being built more quickly and easily
  • 7. The biggest obstacle for you is no longer technical Do you have a product that people want??
  • 9. Just what exactly is a landing page test? A measurement of customer demand through a single webpage with a single call-to-action
  • 10. Dropbox got 200,000 signups with just a video
  • 11. Why should you do landing page tests?  Understand your customer acquisition  Little investment required  No coding needed  No product needed  Little time  Little $$
  • 13. Write down the top assumptions about your business  Write down your assumptions  E.g. People will sign up for an online social exercise-motivation service.  E.g. People will pay a monthly subscription  E.g. Maybe $9.99 / mo?
  • 15. Use headlines to concisely describe your product
  • 16. Describe the top benefits with short bullet points
  • 17. Pay attention to layout and keep important things “above the fold”
  • 18. Show what your product looks like with “screenshots”
  • 19. Show a product demo through videos or presentations http://www.goanimate.com http://www.prezi.com
  • 20. Adding testimonials can lend credibility to your product
  • 21. Have a clear call-to-action so people know what to do
  • 22. Use a signup form to get information on your power users
  • 23. There are many WYSIWYG platforms for building webpages http://www.weebly.com http://www.yola.com http://sites.google.com http://www.unbounce.com
  • 24. Success of your landing page requires analytics data # of # of Visitors Signups http://www.unbounce.com http://analytics.google.com
  • 25. A landing page should be very simple and concise  Benefit #1  Benefit #2 Call to Action  Benefit #3
  • 26. Your landing page should send the right message in 5 seconds http://www.usabilityhub.com
  • 28. Diversify marketing by trying many different channels  Small amounts of marketing across multiple channels  Q & A platforms  Online forums  Ads
  • 29. Q&A forums and other industry specific sites are like “annuities”
  • 30. People in online groups can offer quality verbal feedback
  • 31. Ads are a great way to get traffic to your page quickly http://adwords.google.com http://adcenter.microsoft.com http://www.facebook.com/advertising http://www.technorati.com
  • 33. Analyze your conversion funnel for possible business viability Forums Email Ads Facebook Page Visitors Watched Demo Video Signed Up
  • 34. Compare landing page results with your hypotheses
  • 36. The Wed Connect is our own experience at quick idea testing
  • 37. In 5 days, we had numbers to evaluate The Wed Connect Bounce Rates 87% of 68 people 56% of 16 people 21 Signups  Quick math:  Charge wedding vendors $2 / lead * 21 leads = $42  Costs: $0.44 * 68 people = $29.92  Potential profit: $0.58 / person
  • 38. Qualitative feedback taught us about the customer
  • 39. We determined the viability of The Wed Connect in just 1 week 0 1 2 7 8 1 day Customer Research 1 day Analysis 1 day Build MVP 5 days Testing and Marketing Great initial numbers but a frustrating business
  • 40. LaunchBit helps new, aspiring entrepreneurs launch their ideas http://classroom.launchbit.com http://guide.launchbit.com
  • 41. Got any questions about doing landing page tests?  More questions? hello@launchbit.com  Mailing list: signup@launchbit.com  Blog: blog.launchbit.com  Twitter: @launchbit  www.launchbit.com