The document discusses how to get first customers online without coding through landing page testing. It describes identifying hypotheses about a business, building simple landing pages, marketing the pages through various low-cost channels, analyzing results, and provides a case study of how the authors used landing page testing to evaluate the potential viability of their own startup idea called The Wed Connect in just one week with minimal investment.
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??
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?
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”
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
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
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