Page 525 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com
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Landing Page
The typical landing page MVP is a single web page or
simple website that describes a value proposition or some
aspects of it. The website visitor is invited to perform a
CTA that allows the tester to validate one or more
hypotheses. The main learning instrument of a landing
page MVP is the conversion rate from the number of
people visiting the site to visitors performing the CTA
(e.g., e-mail sign-up, simulated purchase).
“The goal of a landing page MVP is to validate one or
more hypotheses, not to collect e-mails or sell, which is a
nice by-product of the experiment.”
When?
Test early to learn if the jobs, pains, and gains you intend to address and/or your
value proposition are sufficiently important to your customer for them to perform
an action.
Variations
Combine with split testing to investigate preferences or alternatives that work
better than others. Measure click activity with so-called heat maps to learn
where visitors click on your page.
Use your value map to craft the headline and text that describes your value
proposition on the landing page.
