"The Audacity of Copying Well: How to Write a Landing Page that Converts"

"The Audacity of Copying Well: How to Write a Landing Page that Converts"

Successful companies like Apple and Google have a unique ability to ignore the doubters and do what is best for their business. However, the ultimate constraint for any company is the attention of the end user. What do they actually want to do, and does your product help them do it?

One example of a company that understood this concept is Instagram. It provided users with an opportunity to showcase the best version of themselves, complete with a feedback loop driven by likes. On the other hand, Snapchat took a different approach by focusing on ephemerality. It allowed users, especially teens, to express themselves without the fear of prying eyes. While both platforms offer photos, videos, and messaging, they serve different purposes. Snapchat is not a threat to Facebook or Instagram's core use case because it offers a fundamentally different job.

When incumbents try to build new products in response to emerging competitors, their first mistake is often focusing on features. They try to differentiate themselves by adding more bells and whistles, but this approach rarely works. Category-defining products get the user experience right from the beginning, and features that aren't perfect become the standard because users get used to them.

Cloning a product is not enough. Differentiation is still crucial, but it requires thinking beyond features. Google may have copied the iPhone's user interface for Android, but its success came from leveraging its advertising-based business model to offer the operating system for free. Microsoft also employed a similar strategy with Internet Explorer, embracing web standards and adding features like ActiveX to outpace Netscape.

Copying alone is not the solution. Companies need to identify what is truly awesome about a format and see if it applies to their network. Instagram Stories, for example, removes the motivation for Instagram users to even consider trying Snapchat. Getting consumer adoption of new products is challenging, especially when it requires a network effect. However, once a product reaches a certain threshold of user adoption, the network effect becomes a massive accelerator.

Now, let's shift gears and discuss how to write an effective landing page. The "above the fold" section is the first thing visitors see before scrolling. It should describe the specific benefit of your product and clarify the outcome users can expect from using it.

To craft a compelling landing page, start by identifying how users get value from your product. Consider the bad alternatives they resort to when your product is not available, and highlight how your solution is superior to those alternatives. Turn this into an action statement, which becomes your value proposition.

Next, address any major buying objections by adding a hook to your landing page. Don't let visitors retain concerns that may cause them to leave before scrolling. Proactively address these objections to keep visitors engaged.

It's crucial to speak directly to your customer persona on your landing page. Use images that demonstrate the value of your product, showing it in action. Keep your navigation bar simple and minimize analysis paralysis by reducing the number of links.

Lastly, your call-to-action (CTA) should be the actionable next step that fulfills the claim in your header. Create a strong header that explains how users get value from your product. Support this claim with a subheader that explains how your product works.

In conclusion, success in the business world often comes from the audacity to copy well. Companies like Apple and Google understand the importance of meeting the needs of end users while also finding ways to differentiate themselves. When building new products, focusing on features alone is not enough. It's essential to identify what makes a format or concept truly awesome and see if it applies to your own network.

When it comes to writing landing pages, clarity and addressing customer concerns are key. Identify the value your product brings and communicate it clearly in your above the fold section. Address objections proactively and speak directly to your target audience. With these strategies in mind, you can create landing pages that effectively convert visitors into customers.