Do not validate your startup idea with a landing page unless you’ve mapped all of the traps on the journey. Share with fellow entrepreneurs.
Yes. It may be the end of your startup. And you might not even know it, or it may time, but the lean startuptechnique of validating a startup idea using a landing page is super dangerous.
The lean startup movement created some remarkable understandings in innovative business design and howwe all think about startups.
One of the main pillars it stands on is continuously validating your ideas and striving to make your assumptions supported by real life findings as much as possible.
A common practice under the method follows the following thought process:
We tried it in the past and failed to using this process.
Moreover, we think it may provide false signals, and we’re not using it any longer as a validation tool. It's not that we dropped landing page as a tool, but for different user cases we will explain below.
Every startup book will provide you with the following guidance:
Let’s assume your budget is $500 for the experiment and the timeframe is a month; how many users would be a strong signal, and how many would be too weak?
If they didn’t actually buy but only left their email, what would you assume would be your actual conversion rate?
You need to set all these as new hypotheses you need to validate down the line.
Moreover, what is the actual worth of data based on very small numbers?
Let’s take this a step further – let’s say you’ve set the bar as ten paying users.
If you hit six, do you kill your idea?
If you got none, is that a clear indication your idea is worthless, or is it a sign that you need to repeat the experiment with some modification?
If you hit twenty, life is good, and you can scale, or should you do more experimentation? If you do more experiments, what would be a good bar to start?
There is no clear answer to any of those.
Keep track of your experiments and reviewing the results with a professional or mentor you trust to get an external reference if you’re on track.
Don't get bogged down with "I'm data oriented". In the beginning you simply won't have enough data to get a clear indication of any direction.
Or better thought of as "traffic acquisition", i.e., the communication you can have with the user before they haveseen your landing page.
Overall, any user that got into your landing page got there with one of the following sources:
The problem is that any of the above can be tuned and optimized to get more clicks and more visitors into thesite, but it is hard to say if those will convert down the line.
For example, using blog distribution techniques, you got an article that discusses the power of digital tools in creating sustainability within the community to link to the landing page.
First, it would be hard to secure such a link in the first place, but even if you did, who are the article’s readers?
Are they within your target audience? If they get to your site and signup, is that a good indication of genuine interest or false signal?
Moreover, if you just set up the landing page for validation and got no traffic – is that because you had the wrong idea or failed to pull the right traffic from the right resources? It is tough to tell.
Maybe if you kept on iterating on the customer acquisition part, you would have eventually nailed it. And maybe not.
Most landing pages are squeeze pages – the only intention to get the user to do a single activity, leave an email.
The hunting mindset is widespread when designing and reviewing user engagement within the landing page.
The assumption is that once the user was lured in, it’s time to catch them, and every lost catch is a lost opportunity.
However, if most of the traffic you acquired is from legit sources, and most users who got to your page had a reasonable idea of your offering when they entered your landing page, you should consider a partnering mindset.
Your landing page communicates the value proposition in hopes of reaching potential customers and get them
engaged. To achieve user signups requires getting several elements right: the UX of the page. The design of the page. The messaging. The copywriting. If you’ve ever tried it, you know that tuning any of these takes time, skill,and effort.
In the context of this article, we’ll refer to the elements that are important to your idea validation:
One of the most common problems is navigating without data.
In the case of landing page performance, it all starts with solid analytics. Google Analytics is the industry standard, and it very easy to configure.
The problem most entrepreneurs face is that it is easy to plug in google analytics to collect the data, but it's harder to make sense out of all the offered reports; what are the most critical insights for your test.
Focus on the reports related to your initial test goals, primarily for landing pages, the sources of audience acquisition, and their engagement with your page.
If you used paid ads, primarily if you used an agency to help you set it up, review the reports and correlate them with the analytics reports.
How many impressions did you get, and to what keywords? How did each group of responders behave?
To reiterate on what we've said before - don't expect substantial data in terms of volume, but if for example you only get referrals from one source, try to understand why that source worked.
A landing page is a powerful marketing tool.
It is one of the most cost-effective marketing strategies, and you should use it as part of your arsenal.
But if you think it is the primary tool you’d use to answer the question of “how to validate your startup idea?” aspart of a lean startup validation, you should be careful about it.
It can send you wrong signals, both positive or negative, and it can get you to either drop a great startup idea or get you to believe it’s time to build due to a false sense of security.
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