How to build a successful landingpage

1. Building successful Landingpages

2. Goals and when to use
How to build
What about traffic and testing
Further Tipps

3. About me
Kamila
 Director User Experience & Design @ CHIP
Digital
 Co Founder DieProduktMacher GmbH
 Head of Consulting Valiton
 Senior PM FriendScout24
 Passion for:
 User Centered Design
 Analytics
 Conversion Optimization

4. Goals and when to use

5. Learn about the market
potential

6. Validate current
assumptions and get in
contact with more
potential customers

7. BUT: you have to know the
problem and your value
proposition

8. BUT: you have to know
your customer to adress
the right people

9. OF COURSE: you want to
learn – thus, the
landingpage will change

10. How to build: 7 tipps

11. 1. Define the KPIs / Goals
Examples:
 Newsletter Signups
 Registrations
 Clicks on a download button (incl. charges)

12. 2. One Landingpage per goal / customer group
/ product
BUT:
 During LSM it is better to finalize one
landingpage for the early adopters

13. 3. Focus on the most important information
 Short and precise text
 No unnecessary elements (e.g. navigation)
 Clear user guideance

14. 4. Include trust elements
 Place a logo on the top of the page
 Show what´s coming next
 Addtional information, certificates,
references, testimonials (below the fold)

15. 5. Emotion / Image to visualize the solution
 Add a Hero Shot
 Not necessarily the product – emotions also
possible
 But do not detract from the call to action ;-)

16. 6. Communication - USPs
 Describe your value proposition
 It has to be to the point
 But, not just a plain explenation of all
features, that´s boring ;-)

17. 7. Call-to-action
 „Hero“ Button
 Comprehensive text
 No further distracting elements

18. 1. KPI / Goal:
Download
2. One per
product…
3. Focus
4. Trust
5. Emotion / Image
6. USPs
7. Call-to-action
EXAMPLE 1: http://macpaw.com/hider
3
4
4
5
6
7

19. 1. KPI / Goal: get
Started
2. One per
product…
3. Focus
4. Trust
5. Emotion / Image
6. USPs
7. Call-to-action
EXAMPLE 2: http://www.montagebook.com/
3
4 5
6
7

20. 1. KPI / Goal:
registration
2. One per
product…
3. Focus
4. Trust
5. Emotion / Image
6. USPs
7. Call-to-action
EXAMPLE 3
3
4
6
7
4

21. What about traffic and testing?

22. You know your Customer Segment? Then be
creative where to find them!

23. Google / Search engines
 SEO: add the keywords to title,
metadescription… but long term
 SEA: try campaigns with different key words
 It has to be relevant content

24. Social Media
 Perhaps you wish to add a campaign here
 Search for relevant groups and post here
 Even do not hesitate to contact people
directly
 Use our network

25. Be creative, think out of the box
 Now it is also time to contact people you
have interviewed already
 There are always some blogs,
communities…

26. Be creative, think out of the box
 Comments in articles
 Reddit, gute Frage,….
 Possible multipliers…

27. Do not forget to measure and learn!
 Do not forget to implement tracking
according to your key metrics
 Each campaign should get a tracking code:
use for example bitly

28. Do A/B Testing

29. Go out again!

30. Get Started!

31. www.unbouncepages.com
1. Pick template 2. Edit template

32. www.unbouncepages.com
3. Track & Test

33. Further Tipps

34. If you want realistic results, do not just post in
your private accounts – sure your family and
friends love you and will do everything for
you.

35. Look at the results and do changes if
necessary – also here it is necessary to define
success criteria in advance

36. Be kind to your customer – as your product is
not available yet, you have to explain
afterwards and try to stay in contact!

37. Have fun and do an awesome job!!!

38. Kamila Stanitzek
Co Foounder
Email: Kamila.Stanitzek@DieProduktMacher.com
Telefon: 089 / 189 46 54 0
Twitter: @kstanitzek
Kontakt: