This is a blog post from intern and GrowHack Learn student, George Liu. In this post, George goes through his experience working through our Growth Hacking course called Learn by Doing which we’re admitting new students for free here.
With no design or development background and a week of work, I built this landing page and got my first sale for $129.
Before this project, I’d never created a true landing page or thought too much about how a website influences people to take action. Here’s how I did it:
Step 1: A small step back before starting
Before getting started, I took a step back to think through my goal. I knew the first sale would be tough and once I figured things out, it’d get a lot easier.
I began by asking myself these questions:
- What is the problem this product is solving?
- Who needs this the most and where can I find them online?
- What is the one main thing I want someone on this page to do?
- Where do expect people to be coming from to land on this page?
Although this may seem elementary, you’d be surprised at many landing pages I’ve now seen that don’t narrow focus on a specific problem or audience. The answers to these questions ended up determining various elements of the landing page.
After taking it, I chose Mobile Acquisition with Facebook Ads Course as the product I’d start with. Based on feedback we got from students in the course, I also knew the course would be most valuable to mobile developers and studios.
For the call to action, I decided to focus on getting emails instead of purchases. This would set a lower barrier to get people to sign up and allow me to email them to learn more about their initial objections which I could then use to improve the page. So instead of setting up a “purchase” button, I decided an email submit form would work much better.
Also, given I’d just taken the course, I figured I’d use Facebook advertising as the channel to bring in new users. That said, I knew getting someone from not knowing about the course to paying $129 for it, wouldn’t be easy.
Step 2: Mocking up the page on a sheet of paper
After I walked through these questions, I drew out the overall structure of the landing page on a sheet of paper. This helped me consider all the elements I needed without getting pulled into the details.
To start brainstorming, I found it helpful to look at other sites which showed off their own products like Treehouse. Once I organized the structure of the landing page, I was ready to create the actual page.
Step 3: Developing the actual landing page
It was much more efficient to use a landing page builder where I could quickly something up to start getting it in front of customers (I used Unbounce, but InstaPage and Lander are other options I’ve heard work well).
Here’s what I ended up with for above the fold:
Here, I focused on creating a value proposition that would resonate. I also bought an image off Shutterstock to help communicate the message. This guy who looks to be checking a message on his phone worked well.
I chose the headline “Conquer Facebook Mobile Advertising” because it was simple and to the point. I then elaborated with the subheading “Take the course that teaches you how to acquire users with Facebook mobile advertising.” I wanted to communicate to someone first landing on the page the benefit, as well as this was actually a course.
For the email collection I was able to offer a $20 enrollment discount which I could use to hook someone when first landing on the page. One way to help get someone to take action is to not ask for any information that’s isn’t necessary, to reduce friction. In this case, we only asked for an e-mail address.
Starting to work below the fold, I knew I needed to do more to build trust on the page – to show the course really was valuable – so I used some quotes from known known brands in the industry who were public about their use of Facebook mobile advertising:
I also knew it would make sense to feature some background on the instructor, Nick Talarico who developed the content in the course.
Finally, with visitors aware they’re learning from an expert, I included the introductory video in the course to get people more comfortable with the format.
Step 4: Getting in person feedback
All while putting the various parts of the page together, I was getting feedback from people who I knew were knowledgable about Facebook advertising and mobile to get their quick thought on understanding what was happening on the page.
I then did a final look over to make sure all the spelling, grammar, and punctuation were correct, and the margins and fonts between each section were consistent.
Taking this step was important to hone in on not only simple mistakes that could have cost me my credibility to someone seeing the page for the first time, but also to really hone in on what language seemed to communicate well.
Step 5: Testing the page with live Facebook traffic
After first launching the page with a small Facebook budget, I got a few emails to come in.
Right when they did, an automated email I’d set up would send them a link to the discounted course. I’d then research the people who signed up background through LinkedIn and would send another email asking if they had any questions about the course.
I realized in email exchanges that people didn’t have enough information about the course to purchase, and kept getting similar questions.
To counteract this, in the next version of the page, I added some sales copy which I’d taken from Nick’s course video and included this below the video.
I set it toward the bottom of the landing page to not deter visitors with too much information. Someone who’s reached this point is at least somewhat interested, and the sales copy goes into more detail on the value proposition.
After some feedback, another thing I added to the page was emphasis of our 100% Happiness Guarantee.
Getting the first sale
After collecting about a half dozen leads one finally converted. I finally had my first sale at $129. Awesome.
Recent results with a larger budget are showing some very promising stats on this page. I’m testing a larger budget and implementing a series of A/B tests which I hope to report back on in a detailed follow up post.
While that’s happening, I’d love your feedback on the page. What would you add or change to it? Let me know in the comments.
If you’d like you can also sign up and get your landing page critiqued using the process I went through with the free Growth Hacking course called Learn by Doing.