What if you could test a concept or idea before heading to market. Think of the time, effort, and money, you’d save. There’s an easy way to do run these kinds of tests, and to learn more about your product’s market fit, demographics and more. It’s called an Instapage landing page. Join us on 28th of July, as Ethohum invites you to our webinar hosted by Ander Frischer, lead marketing educator at Instapage in San Francisco, California. Learn how Ander uses landing pages created on the Instapage platform to test an idea or product and how to promote your idea using paid and organic traffic. Ander will also explain: How Instapage works How to harness the power of hyper-targeted advertising The value of email capture and how to use in your remarketing How to get the most from your A/B testing And more...

1. Landing Pages and
MVP Validation

2. Contents
Topics we will touch on, in this presentation.
01 Landing Pages Overview
A natural extension of your advertising.
02 Validating Your Product With a Landing Page
The value of the Most Viable Page
03 Measuring Success and A/B Testing
The value of the Most Viable Page

3. What is Instapage ?
• Quickly build and A/B test landing pages
• Our mission: continually lower the cost of customer acquisition
• Profitable bootstrapped company
• Founded in 2011
• 70 Employees in San Francisco, Poland, Romania (half joined in the last year)
• Over 250k users creating over 1,500 landing pages every day

4. Digital marketing professional with experience across all
channels, industries, verticals, and companies.
Ander Frischer
Marketing Educator

5. A website is an exploratory experience for leaning more about
a company, products, people, and services.
A landing page is a standalone page that people reach after
clicking on a link in an ad, social media post, search result.
Websites vs. Landing Pages

6. An exploratory user experience for leaning more about a
company, products, people, and services.
Websites
Exploratory Best for when target user in consideration phase wants more information.
Unfocused Multiple opportunities for users to take different types of action
Very Low
Conversions
Home page traffic converts around 3%

7. Example: Uber
Multiple Navigation Options

8. A natural extension of your digital advertising.
Landing Pages
Purpose Funnels the visitor towards a singular action. No navigation. No distractions.
Focused One product, one service, one action. Every promotion needs a page.
Higher
Conversions
Instapage landing pages features a 20% conversion rate.

9. Example: Uber
Facebook Ad > Landing Page
Each of us plays a role in creating the Instapage experience and each of us is
equally vital in the creation of the Instapage visual identity.

10. A landing page is an easy, scalable way to validate your MVP with both paid and organic
distribution. It only takes a couple hours.
Landing Pages for Idea Validation
Tools Required
Landing Page
Components
Most Viable
Page
A/B Testing &
Success Analysis
Tips & Best
Practices
Instapage
Demo

11. The following tools are required for validating and idea with a landing page.
Tools Required
Instapage
Account
Instapage offers a free 30 day trial and is the easiest and most powerful
landing page builder available.
Email
Marketing
Mailchimp, Aweber, InfusionSoft, or any marketing automation software will
help you retarget
Lead
Magnet
Use an eBook, infographic, webinar, or other resource to create immediate
value for traffic to your page.
Advertising
Campaign
Paid advertising with Facebook and Adwords will help drive targeted traffic
towards your landing page to help validate your idea.

12. Headline
Catch a visitors attention and
demonstrate initial value.
Form Capture
Gauge interest.
Creative Assets
Images (and sometimes, video)
Value Proposition
What will a visitor get by signing up?
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13. Treat Your Page as a Hypothesis
for a Product that Already Exists
Avoid a coming soon page.
By indicating that product that already exists, you’ll identify that people
are actually willing to pay for it.
Optimize for what you can learn in the process of testing your MVP
instead of the number of emails you can capture.
Create an opportunity for feedback and conversation about your MVP
and the problem that your product solves.
Build a Page for Learning.
Not Conversions.

14. The content of your landing pages depends on the traffic
source and targeting of your advertising campaign.
Context is Everything

15. Facebook Ads
Educate Your Audience
• Facebook ads are served
towards a user in the discovery
phase of the problem and
solution.
• The might not be aware or of
the problem and the need for
your product.
• Focus on educational content
and copy to help establish the
problem your product helps
them solve.

16. Google Adwords
Solve the Problem
• Adwords campaigns are based on keyword specific targeting.
• Users are already aware of a problem and looking for a solution.
• Go straight for the conversion.

17. The degree of your message matching depends on the specificity of your targeting,
understanding of your target user, and their stage in the buying cycle.
Message Matching
Simple
Convey the basic value propositions of your product when you don’t know
your specific target user. Used for broader targeting.
Deep
Specific value propositions matched to the niche target audience of your ad
and the estimated buying cycle of the user.
Experience
Best used for maturing campaigns with less variants focused on a narrative
that reflects your users experience.

18. Every element of your site can be A/B tested to scientifically improve conversion
rates
Measuring Success and A/B Testing

19. Test your page until you 350 to 400 conversions before drawing any
conclusions. Only test 2 or 3 variations at a time.
Keeping Testing Simple

20. Exit Pop Up
Reach a broader audience.
Mobile Only Ads
Large CTA, short text copy
Images
End Result Image vs. Product
Image
CTA Text
What speaks to your audience?
Long vs. Short
Full page testing
Price
Create perceived value
Any individual element on a page can be A/B tested. Here are some quick ones to test.
Effective A/B Tests

21. Signups
Get between 100 and 200 signups with a 25% conversion rate to determine
if your product is worth exploring further.
Relevant
Trafic
Limit your targeting to relevant traffic that would actually have an interest in
your product. Be as specific as possible.
Medium
Specific
Determine your KPIs based on the advertising channel. Facebook, Adwords,
and others will drive different types of traffic to your landing page.
Each of us plays a role in creating the Instapage experience and each of us is equally
vital in the creation of the Instapage visual identity .As the Instapage team grows and
further positions itself as the leader in the digital marketing arena.
Measuring Success

22. How can I help you? All questions are welcome.
Questions & Answers

23. Please let me know how I can help you.
Thank you Etohum!
ander@instapage.com help@instapage.com
@AnderFrischer @Instapage