Crafting Your Landing Page & Pitch as an MVP #LSMBoston
If you are like me, you sometimes sign up for beta of products that don’t yet exist. I find it fascinating that we are willing to give our contact information in exchange for a promise of value that isn’t yet real. That is the power of a well-crafted landing page.
In this week’s Lean Start-up Machine event in Boston, I gave a presentation on building a landing page and a pitch as a Minimal Viable Product (MVP). Here are the highlights:
What Is a Landing Page & Why Should I Use One?
A landing page is a web page with a form on it. You should use it to validate whether your product is viable because:
- Filling out a form is an investment that filters out people who are not interested
- It’s a cheap and quick way of testing your hypothesis
- It asks you to be crystal clear on the problem you are solving
- It allows for measuring success through conversion rates
What Are the Characteristics of an Effective Landing Page?
The usual structure of a landing page includes a problem statement and your proposed solution. What other characteristics do effective landing pages share? Well, they have to be:
- Brief, clear and to the point (honestly, I think this is the hardest to get right)
- Specific, which usually means using data points, examples, and bullet points
- Using visuals that convey the value or an emotional message
- Using social proof (quotes, tweets, number of customers)
- Carrying a strong call-to-action (header and “Submit” button should be aligned)
What else am I missing? What is your favorite landing page you have seen lately? And for your viewing pleasure, here are some pictures from the #LSMBoston event: