How to build a landing page that converts | Gonz Sanchez (VP of Growth, On Deck)

TL;DR

In this workshop, the speaker discusses the importance of defining the ideal customer profile and value propositions before designing high converting landing pages.

Transcript

i wouldn't start writing a single line of copy without first defining my ideal customer profile my realistic customer profile who's my buyer persona welcome to the high converting landing pages uh workshop by guns so i'm going originally from argentina but based in barcelona i lived in a bunch of places i've been in cincinnati in the us milan paris... Read More

Key Insights

• 🎨 Defining the ideal customer profile, realistic customer profile, and buyer persona is crucial before designing a landing page.
• ❓ Value propositions should address the customer's problems, implications, solutions, and benefits.
• 🦸 The structure of a landing page should include navigation, a hero section, social proof, personas, benefits, and a clear call to action.

Questions & Answers

Q: Why is it important to define the ideal customer profile before designing a landing page?

Defining the ideal customer profile helps to target the right audience and ensure that the landing page addresses their specific needs and concerns. It allows for more focused copywriting and increases the chances of conversion.

Q: How do you define the value propositions for a landing page?

Value propositions should address the customer's problems, the implications of those problems, the solutions offered by the product or service, and the benefits of using the solution. This can be done by listing the value propositions and then exploring the problems, implications, solutions, and benefits associated with each one.

Q: What is the recommended structure for a landing page?

The speaker suggests starting with a navigation section, followed by a hero section that introduces the product or service. This can be followed by sections on social proof, personas, benefits, more social proof, and a clear call to action.

Q: How long should you run campaign tests to see if they work?

The length of campaign tests will depend on budget and the desired level of statistical significance. For meaningful results, it is recommended to run tests until a few hundred interactions have been tracked.

Summary & Key Takeaways

• The speaker introduces himself and his background in growth and newsletter creation.

• He emphasizes the need to define the ideal customer profile and realistic customer profile before starting to write copy.

• The speaker explains the process of designing and building landing pages, including setting up goals and analytics.