I'm trying to follow the lean start-up methodology of validating a product. Following the instructions in the book UX for Lean Startups, I first validated the product by conducting interviews with several people from my target market (well actually those interviews made me realize that my idea was based on a non-existent problem, and so I "pivoted" and planned a product that solved a problem I found that all my interviewees complained about, a real problem that is).
Then second step was creating a landing page. According to the book:
OK, great. Now you’ve talked to some people, and you think you see a shared problem that you can solve. It’s still not really conclusive evidence, right? I mean, what if those were the only five people in the world who have that problem? Or what if lots of people have the problem, but nobody’s willing to pay you to help them solve it?
These are valid concerns, and you can address them long before you write the first line of code. The trick is to sell the product before you build it. Well, OK, technically that’s kind of fraud, so how about you just advertise the product before you build it?
By building a few one-page sites, you can get a ballpark figure of the number of people who are interested in paying you to solve their problem. And the great thing is, you can start doing this before you start building anything. This means if nobody shows any interest in using your product, you can keep looking for new product approaches very cheaply until you find something that people are interested in using.
To be clear, I’m not just talking about direct-to-consumer Internet products here. Although you’re using the Internet to advertise your ideas, you don’t have to be building the next Amazon.
Have a concept for a premium day spa for pets? Why not build a website for it first and see how many people try to make reservations for Poodle Pedicures? It’s a hell of a lot cheaper to build a landing page than it is to get salon chairs designed to fit a variety of dogs.
With landing-page tests, you can start to validate both your market and your product. By advertising a real thing (or several real things) that you are going to be selling, you’re getting the best kind of feedback that people are willing to pay you for what you’re making. You can also get a sense of which version of your product has the biggest potential market, which can be a huge advantage in deciding what to build first.
Klein, Laura (2013-05-02). UX for Lean Startups: Faster, Smarter User Experience Research and Design (p. 12). O'Reilly Media. Kindle Edition.
I created the landing page,
made a Facebook and Google Ad Words ad campaign, and put a text field that prompted the users to give me their emails. The conversion rate was terrible, like let's say 0.03% of my visitors gave me their emails. Which, according to the book, is fine, b/c this is what the lean people call "failing cheaply" and it would be a good indication that I should probably pivot my product vision yet again.
However, once I had a 1:1 usability test on my landing page website (where my question was simply: what does this page tell you?), the subject said: I have no idea what your product is all about. Which made me realize that perhaps my lousy conversion rates wasn't about a product problem, but more of a web design/SEO problem. So following unbounce's landing page checklist I went ahead and hired an animator from fiverr.com to create an intro video.
I can keep on improving my website to increase my conversion rate using SEO and stuff from unbounce's check list. I can for example replace my "economy" animator with a heavy duty one and pay x10 the price "to get a better quality video".. I can put a lot of time into improving the design of my site etc etc. But at what point can I realize that my low conversion rate problem is a product problem, not a poor web design problem?
This is in response to the points brought up in this answer:
Are you using the Lean Validation Board, the Business Canvas or some other quick prototyping board to crystallize your thinking?
No, but I'll look into it
What acquisition channels are you using?
I have started with facebook ads, and used this add:
But the response rate was terrible.. My conversion rate (ie the percentage of people reached to those that actually added their email was like 0.05%
someone advised me that google adwords was better than fb ads, so I immediately paused the FB ad campaign (I'm also running on a limited budget, that's another thing), and created an Adword campaign.. using this:
but the results weren't that much better:
so I decided to freeze both ad campaigns and start working on the landing page itself by working on an intro video.. which should be released soon.
As of now, this is my stats from google analytics:
The bounce rate calculation is not accurate I don't think, b/c This is the total people who have given me their email (I connected the form straight to a google docs sheet):
so I'd say the overall bounce rate is much higher than what's reported by google analytics.
Are those channels optimised for conversion or are they landing on your page cold?
I don't understand the question. How is a channel "optimized" for conversion?
How are you collecting positive feedback / measuring success / activating customers? Email sign-ups?
Yes, a customer is "activated" on my system simply by giving me their email on the form. I also subsequently send them to fill another form.. but that's an auxiliary thing.. I'm not relying on that.
Click through tracking on a Call To Action (CTA) button?
Yeah that's done.. I've specified that as my conversion trigger on both Facebook and Google Analytics.
What is your bounce rate from the landing page? What is your time on site per customer?
What user behaviour occurs on the landing page?
Well I'm glad you asked this, I neglected to see the video recordings on my hotjar account.. But apparently they are all telling me the same thing! people are clicking on the field but nothing is happening.. I reckon this is a hotjar bug because this seems to only happen in recorded sessions.. you can verify yourself by trying to fill in your email on the form.
see these vids for example:
here is a vid of someone checking out the stuff, but simply not doing anything: - https://insights.hotjar.com/p?site=445583&recording=559108912&token=69836015b6c974bbb637f52242e2d90f
here is a vid of someone simply glaring at the screen and doing nothing for several minutes.. not sure what to make of it - https://insights.hotjar.com/p?site=445583&recording=565424901&token=d17976d16518b55e18a2bc9da49c5c3c