Landing pages can be powerful tools when used to build customer growth funnels. They support A|B testing, flow metrics and rapid deployment. I shared my landing page insights at Lean Startup Machine Singapore

1. P O W E R F U L
L A N D I N G
PA G E S
B U I L D I N G
S C O T T E B A L E S . C O M

2. O B J E C T I V E S
understand key terms
successful metrics models
building conversion funnels
measuring productivity
generating traffic
key tools

3. Acquisition
Getting People to come to your site
Activation
Getting people to sign up for anything that could lead
to a repeat visit
Retention
Getting users to become active
Referral
Getting Users to ‘spread the word’ about your site
Revenue
Monetizing active users
T E R M I N O L O G Y

4. Controlled Experiment
Convert people on a single, specific proposition
Split test & Iterate... RAPIDLY!
No Code
W H Y L A N D I N G PA G E S

5. Large Image
Headline
Key Benefits
Social Proof Call To Action
S I M P L E L AY O U T

6. Large Image
Headline
Key Benefits
Social Proof Call To Action
Satisfy the ‘itch’ of the
person in search for a
specific solution to their
problem. First thing
read
H E A D L I N E

7. Large Image
Headline
Key Benefits
Social Proof Call To Action
How does your
product or service
benefit the
customer?
K E Y B E N E F I T S

8. Large Image
Headline
Key Benefits
Social Proof Call To Action
Image highlights the
product and conveys
happy user
experience
H E R O S H O T

9. Large Image
Headline
Key Benefits
Social Proof Call To Action
Testimonials help
establish credibility
and trust
S O C I A L P R O O F

10. Large Image
Headline
Key Benefits
Social Proof Call To Action
Solicit One Clear
Action that tests your
RISKIEST
assumption
C A L L T O A C T I O N

11. Are You Lonely?
• Scott will be your friend
• We can do stuff together, like ride the
MRT
• I’m very loyal
• I like to have fun
• I’ll teach you how to take photos of
your food
Grace
Scott is the most
awesome friend
Grace
Scott’s friendship saved
my life
Enter Email Friend Scott
E X A M P L E

12. Did I land in the correct place?
Is This What I Expected?
Do I Trust This Site?
How Long Will This Take?
What Should I Do Next?
Where Should I Go Next?
E M PAT H I Z E

13. The headline is everything and will have
the biggest impact on conversions
A/B split test the headline
Listen to the data
C O M M O N M I S TA K E S

14. Developers Save Time and Money with Our
Leading Application Monitoring Software
Our Application Monitoring Software Helps
Developers Fix Code Bugs Faster, Improving the
Bottom Line
V
S P L I T T E S T E X A M P L E

15. Don’t be lazy about the page design
Polish = Credibility.
Keep copy clear & concise, using bullet points
C O M M O N M I S TA K E S

16. If collecting email addresses, must include
a privacy statement
“Your privacy is important to us. We will never
share your email address with third parties.”
C O M M O N M I S TA K E S

17. Experiment 1: 3% Experiment 2: 3.2%
!
Experiment 1: 3% Experiment 2: 6%
M E A S U R E P R O D U C T I V I T Y

18. Traffic Acquisition Activation Retention Referral Revenue
21515
60
100
M E A S U R E C O N V E R S I O N

19. I N P R A C T I C E

20. Viral / Referral
Search engine marketing (SEM)
Email blasts
Facebook posts / ads
Twitter posts / ads
Surveys, Quora, Reddit, LinkedIn, etc.
Tele-Marketing
Blogs / Bloggers
Get Creative
Interviews
…Get creative
C R E AT I N G T R A F F I C

21. EXAMPLES
Apply what you’ve learnt; evaluate each example
@lean

22. T E R M I N O L O G Y

29. T E R M I N O L O G Y

30. T O O L S

31. y o u r g u i d e t o m o b i l e s u c c e s s
T H E F U T U R E I S M O B I L E
b i t . l y / m o b i l e re a d y b o o k

32. POW
ERFUL
LANDING
PAGES
s c o t t e b a l e s . c o m / f e e d b a c k