Let’s assume you want to want to choose a project management tool.
You could probe Google and trip some websites from the result sheets. On arrive on the homepages of the websites, you have to decide which alternative you will pick based on how they communicate their furnishes. The project management tool you would pick will possibly be the one with the best landing page.
The same reasoning applies to why I would buy a shoe from Jumia and not this other locate( read the case study ).
In that essay that I published on TechCabal, I shared the concept of how good website intends affects buying decision and how to leverage it to your advantage.
So, what’s the secret of successful arrive sheets?
It is important to realise that the “job-to-be-done” for the arrive page is to communicate that you have a good understanding of your target audience’s problems etc and persuade them that your produce is the perfect fit for the problem they intend to solve.
By the space, your target useds did not discover all the hard work that went into building the concoction, the only thing they could see is your landing page. Therefore, you owe consumers the responsibility of communicating the value of your produce to them, the most efficient way possible. Unfortunately, most firms disappoint at delivering this experience for their website visitors.
In another clause, I shared the secrets that startups need to differentiate their services with a good arrival page. It starts by questioning( and answering) these 5 questions in order to arrive at your startup key differentiator
Who is my target market, public or niche? What do I offer them( in a nutshell )? How is what I offer them different from what others offer them? What would they say is the most important thing I help them do or outcome I assists them contact? How do I help them do that thing? Landing page lessons from 20 Nigerian startups.
To drive home the lessons in this post, I assessed the websites of 20 early stage startups in Nigeria. All the startups were part of the Google LaunchPad Start Lagos phenomenon that comprised sometimes in November 2017.
I was one of the 100+ mentors invited to attend the program( I was a expansion mentor ). Special shout out to James Lethem, Aniedi Udo-Obong, other Google Developer team members and all the awesome mentors at Google Launchpad start Lagos.
Few periods before the bootcamp started, I went through the websites of all the startups that made up the batch to evaluate how each startup expressed its unique selling proposition( USP ). I study a great deal from each of them, but my top 5 selects, based on how well they communicated their USP were Wallet.NG, Tuteria.com, CameraMan.NG, GetWedded and OffCampus.
Overall, my top option at the time was Tuteria.com and I will share some of the things they did right with their disembark page as well as where they could improve.
NOTE: Since I did this review in November, 2017, some of the startups have changed their business mannequins and territory sheets to incorporate the lessons learnt from diverse mentors at Google Launchpad Start Lagos event.
Landing page lessons from Tuteria.com. 1. Have an gathering in head and ply a clear call to action.
A good arrival page shows that you have a good understanding of your clients. Because if you do, you will speak to their needs and expectancies. Tuteria understands this; you will notice how they smartly exploited sliders on the homepage to address these multiple audiences they are targeting. These audience include students looking forward to instructions and professionals looking forward to learn new skills.
Often experience, financiers believe that their patrons include everyone and tend to generalise by appeal their contents to nobody. Instead of making this mistake, Tuteria did a good job of creating multiple arrive sheets with a clearly defined, strong call-to-action and choice of imagery that augment the letters. Let’s start with above the bend of their homepage.( The “above the fold” is the first part of the website that you assure)
Even though there is no visible call to action button, they included a subtle invitation for the user to perform an action( in the search box) by adding the theme; “what do you want to learn? ”
2. Explain how your stage manipulates and “show” how your product address concerns of target customers.
When you scroll down, you’ll see that they done a good job of explaining how their scaffold works in a step-by-step process. They dedicated a section to address major concerns of their customers upfront( e.g, by stating how its work programme is adaptable to users’ schedule and how the mentors are professionals) and, they too complemented this with testaments of their satisfied customers.
3. Clearly communicate what shapes your service stand out.
There are others things that stand out from their arrival page. Let me place them out from the picture below 😛 TAGEND
They include 😛 TAGENDAn “hello bar” will appear when you scroll past the above the bend section of the arrival page. It exposes the menus to internal pages( territory pages ). The disallow concludes it easier for users to navigate to specific programmes, especially if they do not know exactly what they were looking for before.They also included the symbols of major media coverage they had in order to show their symbol recognition.The “become a mentor” button competently speak to the second audience that Tuteria needs to attract, i.e educators. Like most mart concoction, Tuteria faces a “chicken-and-egg” problem because they have 2 audience, yet they manage to prioritise their primary gathering while still leaving clues for their secondary audience( instructors) to self-identify.What Can Tuteria Improve on?
For their kind of services, there is possibility that some visitors are not ready to sign up yet but might compel refinements before making a “purchase” decision. When useds take the micro-commitment of communicating with them, it is a clear indication they could be converted to paying purchasers easily.
My team exercised this micro-commitment programme to increase lead size for Probitybooks.com by 80% and was able to convert many of them to paying patrons. We used a free tool announced WhatsHelp.io that allows users to chat with customer support on popular messaging and communication channels like facebook messenger, whatsapp, viber, thread, SMS and telephone ). Drift’s profile feature is another tool that is a perfect alternative.
Landing page lessons from the other startups.
There are various readings you can learn from the arrival sheets of the other startups, one can also learn from their “mistakes” or specific areas they can improve on. Here are the top random suggestions below 😛 TAGEND1. Communicate clearly to your users.
According to Will Hoekenga, one of the primary functions of your website is to leave visitors with a clearly defined, concrete idea of what your business is and how it can solve a real problem they have. This agrees with what I shared in my affix on startup differentiation. Too, when you are targeting two audiences at the same time( like Tuteria, CameraMan.NG or Zyncar.co) you need to know which of them to prioritise. This is usually a hard summon, but you still have to decide who your primary target client will be( here is a good guide on writing copy for 2 groups ).
Tuteria and CameranMan got this right by heading with the the end-user, however, Zynar lumped its audiences( produce proprietors and app testers) together and this take the word seem cluttered.
2. Don’t ask for too much commitments upfront.
It is not always a good theme to ask consumers to submit too much data upfront. For illustration, GetWeded has a nice disembark sheet but requires users to fill a constitute with too many orbits which could shorten alterations. By removing some of the flesh disciplines, they can improve their transition by up to 160% according to this study.
( Post-event, I noticed that GetWeded team has significantly redesigned their arrival sheet event. First, they swopped their primary audience to parties who wish to united and now target dealers as secondary audience. Likewise, the user onboarding has also been simplified. Thumbs up to the team)
You have to understand that your landing page is the first thing you need to focus on as you construct your business. A good bring page does not mean that you have to invest a lot of money; instead, it should show you clearly understand your target audience.
For example, I recently completed a “landing page makeover” for the agritech startup I co-founded, called probityfarms.
Before we did this makeover, we invested into customer research and recognized 2 core audience for the concoction 😛 TAGEND
( 1) first time farmers and
( 2) advanced farmers/ cooperative groups
……. and we decided to establish the brand-new homepage to speak to these audience.
It was not a big-budget redesign at all. All we did was think through what we wanted to communicate and convert that to the landing page.
The takeaway for you is to note that the “secret” of the most effective landing pages begins with coming the messaging right. You can try this for your landing page and meet the difference it performs to your business. Now is one more helpful advice to improve your land sheet and likewise a link to much more tips from the queen of produce copywriting, Joanne Wiebe.
I invite you to leave a comment with a link to your website and hopefully I will give you candid recommendations to acquire your bring sheet better( limited to the first 7 commentaries ).
Will Your Startup Pass The Landing Page Test ? was originally published in Marketing And Growth Hacking on Medium, where people are continuing the conversation by spotlight and responding to this story.
Read more: blog.markgrowth.com