Conducting suspect stage experiments with landing pages

You can potentially growth hack the suspect stage of funnel with landing page (if don’t have an MVP yet)

Case study 1 When a value proposition needs a pivot
Drug Treatment centre: Hotels.com type website for rehabilitation centres.
Original homepage below

● Guerilla user research invalidated his hypothetical ‘everyman’ customer.
● Research suggested only affluent would be the right customer.
● Tested this using landing page but could be costly to use target ads on google and facebook.
● Used Unbounce to build out variations of the value proposition and test them by using targeted online ad campaigns through Google and Facebook. If any customers went through the landing page then they would be concierged.
● following boundaries:
○ We decided on an initial budget of $500.
○ We determined the keywords for the campaign. We finalized the advertisement copy to ensure that the messaging would be strong enough to drive suspects to the landing page.
○ We established the customer demographics (such as education, city, and age).
○ We decided on when exactly the campaign should start.
○ We placed the campaign, which you can see in Figure 9-18, and then we waited!

Landing page
● Two variants tested. Unbounce directed 50% to one page and 50% to the other
● Out of 1,000-plus visitors, only 5 users were converted successfully into Leads. Half of them were representatives from other treatment centers trying to do some research on the competition. The one person whom we did manage to concierge was for a food addiction.

Facebook campaign

Case study 2: When a value proposition needs to acquire leads

lead generation. The goal is to acquire as many email addresses as possible of real people who have had some level of exposure to your value proposition.

TradeYa example
● Explainer video of value proposition. Ran facebook ad targeting US and people who had ‘liked’ Dr Dre beats headphones. Offered them a chance to win a pair. But they had to watch the video first and answer at least one qualitative question before submitting email.
● Metrics – $2,000 cost, millions of users, 6,700 clicked ad, 5,000 entered contest – 74% conversion. Of those, 5% started sharing TradeYa on their social networks. Plus had 5,000 email addresses to target after launch.

How to concoct a landing page experiment

When choosing a tool is that you pick one that allows you to easily:
● Add plug-and-play widgets and form modules as needed
● Assign your own domain name
● Track the conversion of your pages

Framework
Follow this simple framework, which is basically how we ran the case studies I just described:
● 1. Define the experiment and determine what part of the customer experience is being tested and how it corresponds to the value proposition.
○ You are testing your value proposition, a pivot, or trying to acquire users. As you read in the case studies earlier, it’s really important that you try to figure out how to correspond the quantifiable results you get from your landing page to the questions for which you need answers.
● 2. Design/build your landing page
○ The primary function of a landing page is to convert the suspects who have landed there deeper into your experience/product by exposing them to your value proposition. This conversion must happen as fast as a 30-second commercial. You need to convey to potential customers what your product does, using whatever media does the trick. This is when you want to bring the content or brand strategists into the conversation if they are available, because you need to distill your product into something digestible by using text, photos, and video. In Chapter 3, I discuss the “pitch” aspect of the value proposition. That’s the thing the landing page needs to communicate.
○ You might also need to think through the experience after the user submits the form.
○ Ideally, it will just be a Thank You page that explains the next steps. In the case of the software engineer’s product, we also included a phone number in case users were nervous and wanted to talk to us, as shown in Figure 9-22.

● 3. Design/build the secondary pages.
○ You’ll want to run variants of your landing pages to test different value props, features, copy, and UI design patterns.

● 4. Run a “controlled” online campaign for a set amount of time.
○ Typically, ad campaigns run less than a week. But it all depends on your budget.

● 5. Measure the metrics for validate learnings.
○ Everything comes back to your funnel. If you aren’t collecting or looking at the numbers that matter, you can’t make the decisions that will make your product the disruptive invention you’ve always dreamed it could be.

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