Landing page strategy

Turn your landing page traffic into customers.

Steps
6
Last edited
Jul 17, 2023
Created by
Nova

About this process

Turn your landing page traffic into customers. Define your content, CTA, onboarding, product demos, and even your advertising strategy.

The process in detail

6 steps
  1. 1

    Your offer and CTA

  2. 2

    User onboarding

  3. 3

    Provide solutions - Not features.

  4. 4

    What people expect to see during a demo:

  5. 5

    Advertising.

  6. 6

    Define your metrics and track results.

Read the full text
1. Your offer and CTA

It's the offer that makes people buy. People are not moved by motivational headlines. The headline should help you understand how the solution you are reading about solves your challenge.

Here is a formula:

❤️ Desired outcome (what can the user achieve) + 😓 Level of effort (how easy or fast can the user see results?) + 🤩 Guarantee (what will happen when you deliver your promise? What do you guarantee?).

👇

Your CTA needs to be unique, specific and outcome-driven:

Unique + Specific + Outcome-driven.

•Unique: No one used this CTA.
•Specific. Should help the user know what they should do next.
•Outcome-driven: An action your user wants to take.
2. User onboarding

Over 70% of users leave during onboarding (research by yser pilot) because:

1.They don't see value in completing their registration because it's too long.
2.It's too salesly.
3.They don't have the time.

By the time the user finishes the onboarding workflow, you welcome him/her with a custome dashboard or a direct solution.

3. Provide solutions - Not features.

Stop talking about your product and talk about the solution and your user. Keep in mind that features are not your solution.

Steps:

•Categorize your features. Think about 3 or 4 categories.
•Define the direct benefits and make sure each solution (category) provides a clear benefit. This benefit should be displayed directly beneath the solution title.
•Competitors. Provide a comprehensive page about your product, the benefits, the competition and the sectors you cater to.
4. What people expect to see during a demo:
1.How your product integrates with their existing systems.
2.Wether your solution can meet their specific requirements and demands.
3.How they can get started and how much it costs.

How should you start your demos?

🥵Identify their pain points:

•What are the challenges you are currently facing in your business?
•What tools have you tried in the past?
•What does your ideal solution look like?
5. Advertising.

Define your plan.

New Board
  • Landing page
  • Your solution
  • Your Offer Desired outcome (what can the user achieve) + 😓 Level of effort (how easy or fast can the user see results?) + 🤩 Guarantee (what will happen when you deliver your promise? What do you guarantee?).
  • Edit your videos in minutes and not hours. Upload your video today and pay later. Collaborate with your team without meetings. Start your first async meeting now for free.
  • Your CTA Unique + Specific + Outcome-driven.
  • Create a project Automate your business Edit your video today
  • Your Onboarding Workflow Desired outcome ( Slack: Create a channel and invite your team / Loom: Record your screen and share with your team)
  • STEP 1 Create a channel
  • STEP 2 Add a task
  • STEP 3 Invite your team
  • Visual hint. People are afraid of things they don't know how they work. Provide an image or a video (2 min or less)
  • Demos Landing page
  • Questions
  • Topics to cover
  • Advertising Be mindful of the budget and the channels you select.
  • Advertising Advertising Plan
  • Metrics Define how are you going to track your metrics and optimize your conversions. Here are a few free tools: Google analytics (track events and user journey) VWO (Split test campaigns) Google tag manager, Microsoft clarity, Zyro AI Heatmal tool.
  • Day 1 (2 Ads)
  • Blog post talking about the problem
  • How to solve the problem in 4 steps
  • Instagram feed
  • Facebook feed
  • Attention
  • Traffic channels (From where?) Offer engagement (Use VWO and find a winning formula) Scroll depth (How many people read all your content?) Bounce rate (People quickly leaving your website)
  • PDF Opt-in page (Name, email, company name)
  • Day 2 ( 1 Ad)
  • Value post
  • Interest
  • Homepage feature. (Number of people visiting your feature page from your homepage) Optin rate (People who have downloaded a whitepaper) Lead acquisition cost Number of people who have started with a free account or a trial account
  • Optedin
  • Did not!
  • Day 3 ( 1 Ad)
  • How to video
  • Send PDF
  • Retargeting
  • Day 4 ( 2 Ads)
  • Product demo
  • Blog post about the problem
  • Desire
  • Video demo views 1:1 demos (custom demo requests) Paid account activation rate (how many trial users activated one of your paid plans.
  • Email campaign
  • Free consultation page
  • Action
  • Successful activations (how many people added an active credit card on file?) Abandon rate (How many people are not finishing their account activation?) Customer acquisition cost. Upgrades & Downgrades ( How many people are upgrading or downgrading their paid plans.
  • Retention
  • User cancellation rate (Number of users that are cancelling their paid plans) Support churn (Number of users who are getting in touch with the support team) Active plans ( How many monthly vs yearly commitments plans you have) Revenue churn ( Is your revenue spiking or gradually progressing up?)
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Capabilities
Fully editableAdapts as work changesAdd more sessions anytimeAI can be assigned
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Created byNova·Official process
Last edited Jul 17, 2023·6 steps