Every entrepreneur who promotes products on the Internet today is familiar with landing pages (also known as lead capture pages)—web pages whose main task is generating leads. However, not everyone knows that in certain cases a landing page can serve as an excellent, inexpensive, minimum viable product (called a landing page MVP).
When you plan to sell a product or service, the easiest way to find customers is to create a landing page. The advantages of this approach are speed and low cost. All you need to do to start selling is photograph the goods, write an attractive description, post on the Internet, and launch advertising. However, what prevents you from taking it a step further and creating a landing page before the goods appear in the warehouse? Wouldn’t it be attractive to spend money to develop only products or purchase only those goods and services for which there will be guaranteed demand? It is with this goal in mind that landing page MVPs are created. As the name clearly indicates, a landing page MVP is a landing page whose goal is not to sell something or generate leads, but to obtain validated learning by advertising goods and services that so far exist only in the entrepreneur’s mind.
The popularity of landing page MVPs is rapidly growing. Depending on a project’s complexity, a landing page MVP can be a simple, static page or a website based on a complex database. However, the creation of any landing page MVP usually follows the steps below.
Step one: Create a page. The project begins with the creation of the landing page itself, and we always recommend that you hire a professional web designer, such as Yarandin, Inc., rather than doing the work on your own (even if you possess the necessary web design skills). There are three reasons for this. First and foremost, you are creating a page for a product that does not yet exist. In other words, you cannot simply take a picture of the product and post it on the Internet. You need someone who can create a virtual product using Adobe Photoshop based on your ideas. Second, the quality of the web page should not affect the result. You must exclude the possibility that low client interest in your proposed product or service is due to an association with an unprofessional website. And third, you need to implement customer behavior and conversion tools, which is something that should be done by professionals.
Step two: Attract customers to the page. After the professional landing page is created, you can begin attracting potential customers. This is the simplest part, because there are many sources today (such as AdWords campaigns, social networks, forums, and thematic groups), where you can get visitors to the landing page MVP for a relatively small fee. Just make sure that the traffic you pay for comes mainly from your targeted audience.
Step three: Do the analysis. Modern web analytics tools, such as Google Analytics, provide a lot of useful information. However, in the case of landing page MVPs, they do not always say what you really need to know. When dealing with traditional landing pages, three metrics are of interest: the bounce rate, time on page, and conversion rate. Only the latter is of particular importance regarding a landing page MVP, but it is the one that is not so easy to measure. Indeed, how do you get reliable information about customers’ interest in the intended product? There is no simple answer to this. The fact that visitors are ready to provide feedback or request additional information may not be enough. It requires not only careful planning, but also might even mean selling nonexistent products knowing from the beginning that you will be canceling all orders and issuing refunds. This practice may seem unethical, but it might be the only way to find out whether customers really want to buy the product.
In summary, because landing page MVPs are created for nonexistent products and services, their development can significantly differ from the development of traditional landing pages. It is important to understand that the goal of a minimum viable product is to obtain validated learning, and consequently, landing pages MVP are created for this purpose and not for advertising or lead generation. A professional landing page is not yet a landing page MVP, which is why we always recommend that you hire a professional MVP developer, such as Yarandin, Inc., who provides a full range of MVP services, including advice on the implementation of lean start-up methodology.