Leave a comment
Get the GH Bookmarklet

Ask GH

My co-founder and I were inspired by how Buffer validated their idea & pricing with a multi-page landing page.
So instead of putting up a traditional "coming soon" type landing page for our startup, we "stole" this concept with Joel Gascoigne's blessing and tacked on a small survey to the landing page do some customer development.

You can see what we've come up with here.

This is the first time we've ever created a landing page but we haven't come across any other "coming soon" type landing page do what Buffer did, let alone the variation we're attempting.

What do you think of our implementation? Comments, suggestions, criticisms, words of wisdom are all welcome.

Side note - this is very new, so there's no significant data as yet on conversion rates etc but will post that information as we get it.

  • SE

    Sean Ellis

    over 6 years ago #

    So I got a chance to dig into this some more. It's a really interesting approach. I like the video demo, followed by pricing choice and preview signup with survey. I think if you can keep people engage through multiple steps, that it bodes well for early validation.

    I have some related learning from the intent survey that is running on Qualaroo's home page. I divide their intent into two broad categories and give people the opportunity to learn about a feature that relates to their intent. I found that the drop off rate for each feature mirrors the success of that feature. So I learned that just because a high percentage of people express interest in a feature don't mean that feature will be successful. But when they continue to click on a path of information about that feature, it's a strong signal that it's both interesting and important to them.

    For example lots of people were interested in our live chat integrations, but they didn't stay very engaged with that interest. Ultimately very few people have used the integration, despite the initial stated interest. We probably could have surveyed up front and measured drop off rates to decide if we should even invest I the integrations.

    Anyway, figure this lesson might be helpful for you in tweaking or analyzing your survey data to decide what features to prioritize.

    • AA

      Anuj Adhiya

      over 6 years ago #

      Thanks for taking the time @sean - appreciate it a lot!
      The reason we tacked on the survey was due to something I heard Patrick Vlaskovits talk about - which is to raise the signup friction through surveys. He talked about how for people who truly have the pain/are passionate about the topic, the survey etc will not be a deterrent and you'll have segmented the "right" early adopters at the same time.
      So I suppose that upfront, the number of people who might go through the process would be small in comparison but I think it's a quality play vs a a quantity push at this point.

      And also thank you for your insight from the Qualaroo intent surveys - it's not something that I thought about at all but makes total sense.

      Cheers!

      • SE

        Sean Ellis

        over 6 years ago #

        Great, then it's basically the same thing as Patrick was saying. Definitely works!

  • SE

    Sean Ellis

    over 6 years ago #

    Running out to a meeting, but I'll spend some time with this tonight and give you some thoughts and suggestions.

  • MB

    Morgan Brown

    over 6 years ago #

    Hey Anuj,

    Here is some stream-of-consciousness feedback. Take it or leave it :)

    - Because the video has a white background and the page was white I didn't immediately know what to do. The play button is a bit obscured. You might want to add a different bg color to the video player area or something that makes the video more prominent.

    - I kept waiting for sound from the video. I tried it a couple of times in different browsers. You might want to put a VO on it or just some upbeat background music on it. Some text overlays to explain what is going on might help too.

    - Thinking about the WiderFunnel LIFT model, http://www.widerfunnel.com/conversion-rate-optimization/the-six-landing-page-conversion-rate-factors, I think upping some of the info on the site and polishing up the design will go a long way to getting a higher CTR on the next button. Personally I wasn't sure based on the look and feel if the product was "real" or not. Should be pretty easy to fix/update this.

    - You might want to have some of the benefits and screenshots below the video for people who don't like to watch video w/out a really good indication of why they should. (like me)

    - I like the concept of smoke testing the pricing for sure. Very cool way to do it.

    • AA

      Anuj Adhiya

      over 6 years ago #

      @morgan - thanks for taking the time for this Morgan. - i'll absolutely take whatever feedback you give me :).

      Could you elaborate on what you mean by "upping some of the info on the site"?
      Also, I'm interested in learning more about what you meant by "based on the look and feel if the product was “real” or not"

      Thanks again!

      • MB

        Morgan Brown

        over 6 years ago #

        Hi Anuj,

        Sure thing—on the upping info part, I meant don't pack everything away in the video. Like @bellastone, I'm a scan and decide type of person. So if you give me more that I can scan quickly to get the details behind the value prop then I can make a decision without having to watch the video. It also gives me more confidence that what you're developing is actually a real thing—a real product not just some fly-by-night affiliate marketer trying to capture and sell my email address.

        What I mean by that was that the design and attention to the user experience can add more of a feeling of realness to the product. Like "this is actually a thing" that I can get interested in. In other words, even if you don't have a product, you can have a website or landing page that connotes that it's a real venture just by upping the quality of the design.

        Look at robinhood.com's landing page. Now you don't need the Adam Lisagor video, but with some compelling travel images and some design details you can make your site look like something really exciting is coming, which should get more people interested in going through the validation steps.

  • TD

    Tiffany Dasilva

    over 6 years ago #

    I would say Test some different headlines or content on the page. Now a quick decision maker who RARELY watch videos. The first time I actually went to your page I clicked next right away and got a pricing page.

    For those people like me (and there are a lot of us out there), what could you show me to better my experience?

    The headline, "What if you could search for the best
    travel websites, books and apps without typing a single word?" Is great but I need more. Maybe under the video tell me what the benefit of your product is so that I'm more interested in clicking play?

    Just my .02 :)

    • AA

      Anuj Adhiya

      over 6 years ago #

      @bellastone Thanks for taking the time to give me your .02 - really appreciate that.
      I think your suggestions are great and we clearly have some more thinking to do to address people who are not inclined to click play (initially or at all).

      Cheers!

  • CN

    Chris Nordtomme

    over 6 years ago #

    Hi, Anuj.

    Sorry for being a little late to this party, but I saw your post and had some thoughts.

    First off, I agree with @morgan and @bellastone that you may want beef up the first impression with design, bullet points, elevator pitch, etc., and experiment with headlines to communicate the value prop. quicker, and show that Planitwide is a serious venture.

    If the landing page doesn't explain Planitwide's value proposition well enough, a click on the "next" button might not mean what you think it means, and you'll get false positives.

    For the same reason, I'd change the text on the button to "Plans & Pricing" or "Sign Up", or something else that shows people are clicking for the right reason. "Next" doesn't tell you enough about intent or expectations.

    Also, while I believe in testing one thing at the time, you should be aware that your options on the signup page might be keeping you from validating other possible business models.

    For example your service could be very profitable driving affiliate traffic, if you gave people free and unlimited acces to the recommendations. But by asking your visitors to choose between a paid subscription and a very limited free version that requires signing up, you're putting up barriers that makes it harder to validate that model. This, too, can probably be remedied to a certain extent by changing the messaging and call to action on the landing page, to something that signals clearer intent: "Sign up" or "Get started".

    I'm curious, too: How are you driving qualified traffic to the site?

    Anyway, hope some of this is helpful. Good luck.

  • SR

    Saikat Roy

    over 5 years ago #

    Great that you switched from video to images for explaining the UVP. Cool idea of saving typing, especially mobile! Better to have a mobile optimised landing page? (too small images)

    Just a passing thought, instead of full drop down menus, you could use gifs to for cleaner design.

    Also, your CTA button says get early access, and then later comes - "share to get early access". So if I don't share do I get early access or not? Appears a bit cheeky at best.. :)

    My two cents and all the best!

SHARE
11
11