Landing page

  • A single page web site, used to convey information and measure interest
  • Make sure it tests one or more actual hypotheses
  • Content examples are: elevator pitch, nice screen shot, pricing page, etc.
  • Most useful if also includes a way to measure results
  • Passive google metrics are ok, but collecting something from visitors is far more powerful
  • What hypotheses (plural) are you testing?
  • Get your most artistic team member to do the design
  • Choose the words very carefully
  • How are you going to get it distributed widely?
  • A/B Testing
    • Also known as “split testing”
    • Divide your targets into two (or more sets)
    • Show each of them an alternative version
    • Works best with a feature description, a marketing message, a price and so on.
  • IMPORTANT: You need to find a way to drive traffic to your landing page of course. Here are some typical techniques:
    • Twitter
    • Email to some mailing list
    • Facebook friends
    • Facebook advertisements (but cost money :( )
Discussion: For each product team, what are some things that you could test using A/B? Exactly how would you go about it?
Examples and Tools