My talk on Landing Page Design at Lean Startup Machine Tokyo 2013.

1. First Impressions Matter:
LeanUX Design of Landing Page
@sprmari0
Lean Startup Machine Tokyo | May 17th-19th 2013
(Courtesy of Jefrey Bulla)

2. What’s the point?
Think in their workflow

3. Why?
• There is an intended behavior we want to
create.
• We have no direct control over user behavior.
• Design gives us means to control the
contextual environment and evaluate the
resulting effect.

4. Why?
“Customers don’t care about your solution.
They care about their problems.”
- @davemcclure

5. First Touchpoint Experience
Customers are increasingly using the web as
first touchpoint.
*Winning the Zero Moment of Truth (ZMOT)
First impressions are 94% design related;
positive first impressions lead to higher
satisfaction.
*Persuasive Design of Destination Web Sites: An Analysis of First Impression
*Users love simple and familiar designs – Why website need to make great first impression

6. “Powers of 10”
0.1sec: Form first impression about a website.
1sec: Stay focused on their current train of thought.
10sec: Often leave the website.
1min: Able to complete simple task.
10min: Long visit to a website.
*Powers of 10: Time Scales in User Experience
(Cont’d)

7. Starting Point of Journey
*User Experience Journey Map

8. Make An Assumption of Your Customers
Name and Picture
What does the persona look like? What’s the persona’s name?
Characteristics
What are the persona’s relevant characteristics?
Need and Pain
Why the persona want to use the product ?
*Persona Sets

9. Test Your Ideas

11. Create & Encourage Emotional Connection
Build ‘Memorable’ Website

12. Emotional Design
*Plutchik’s Emotion Wheel

13. Different emotional layers
*Emotional Design: Why we Love (or Hate) Everyday Things
Visceral
ReflectiveBehavioral
Visceral – Attractiveness
Behavioral – Usage
Reflective – Self-Image

14. ‘Emotional’ Landing Page

15. Simplified Layout
Headline
• Key Benefit
• Key Benefit
• Key Benefit
Social Proof
Large Graphic
Call-to-Action
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

16. Headline
First thing read for customers to search for
specific solution to their problem.
*Airbnb
Big Picture Hypothesis = Solution Hypothesis = Value Proposition

17. Key Benefits
How does your product or service benefit
the customer?
*Instagram

18. Large Graphic
Image high-lighting product and conveys
happy customer experience.
*Square

19. Social Proof
Social networks to establish credibility and
trust by building multi-touchpoints.

20. Call-to-Action
Solicit one clear action that tests your
riskiest assumptions.
*Flickr
Total number and ratio of early adaptors, interests, etc.

21. Questions to be answered
Stimulus Awareness Relevance Confidence Satisfaction
Who is this for?
How long will this take?
What should I do next?
Where should I go next?
How should I do it?
*ARCS Model

22. Don’t blow it
• The headline is everything and will probably have
the biggest impact on conversions—A/B Split Test
the Headline.
• Don’t be lazy about the page design. Polish =
Credibility.
• People don’t read. Keep copy clear & concise.

23. 3 Pillars of Emotional Design
Visceral
Design
Behavioral
Design
Reflective
Design
Makes you feel… Helps you do… Says about your…

24. Skeumorphism

25. Tinke

26. Momento

27. Path

28. First Impressions Matter:
LeanUX Design of Landing Page
@sprmari0