Landing Page Optimization Research; Engaging the Sales Journey Stakeholders.
There are two main types of LPO research; the qualitative and the quantitative research.
Qualitative research focuses on answering the question “why” for example, ‘Users distrust your landing page because it doesn’t look good’, while the Quantitative research focuses on answering the question of “What” and “Where” for example ‘Users are leaving your landing page without filling the form’.
Qualitative research is not as popular as the quantitative type because qualitative is more subtle and psychological against the very obvious, readily available quantitative approach.
In this post we will approach the qualitative approach from three angles:
- Heuristics, full funnel walkthrough
- Customer review sites
- Interviews; customers, customer success and sale
In the heuristics, we express empathy towards the visitors /prospects and demonstrate a good understanding of their plight and motivations in visiting our landing page.
The funnel walkthrough will help us examine the weakest points in the Landing page experience. It’s at these weak points that visitors loose interest and slide off the conversion journey.
In doing customers research, we examine
- First impression
- Credibility and trust
- Information hierarchy critique
- Copy/ content critique
- UX issues
- Starting point for further analysis.
When working on a landing page, use the following tests to get familiar with the page. If you look at the page for long before doing the five seconds test, it will not be as effective. The aim is to see how much you can learn from the landing page within the first five seconds and how that affects your perception of the brand. Also consider the fact that you are just one sample and probably different from the target audience so don’t take your observations as a final word.
The 5 Seconds test
In this test you will look at the material: Ad copy, landing page, search result, banner ad, email, sales page, product page etc. for only five seconds, remove it from view and then answer the following questions:
- What’s your first impression of this step?
- How does it make you feel?
- Is there anything that stands out?
- Is it clear who the source is?
- Does the source seem credible?
After the five seconds test, it’s time to do a more detailed observation of the page.
Before going to the detailed analysis, it’s a good practice to check for some information on the landing page from Google Analytics. Checking for answers to some questions like; is this page majorly a mobile or desktop page. What is the drop off rate on the page.
Before you start making changes, take a screenshot and annotate to visually indicate suggested inputs on the page.
Your points at this stage will mostly form your hypothesis not final decisions on the page.
- Is the information delivered in a logical order?
- Is the content structured in a logical order?
- Does anything seem confusing?
- Do you have any unanswered questions?
- Do you have a clear idea of what to do next?
- Is there anything you would add?
- Is there anything you would remove?
- Is there anything you would rearrange?
- Is there any UX issues?
- Are there any bugs/technical issues?
Customer Review Site
Follow your customers to the places where they share their opinion and review about your product or service.
This could be on their social media or the company profile page to get their opinion, yelp, trustpilot, google reviews. If you can’t find reviews for the company you are working with, you can find similar companies and read through their reviews.
- What are they praising?
- What are they not happy about?
- What are they really getting emotional about; anger and frustration?
- What language are they using?
Tips for reading reviews.
- Read lot and lots of reviews; the more you read normally, the better.
- Get an overall idea of the good and bad stuff; make a theme list
- Note suggestions for improvements from the customers
- Analyze overall language and specific words repeated over time.
Interviews with Customers, Customer Success and Sales Teams
Many marketers spend lots of time trying to guess what the audience is thinking, what they are trying to do, analyzing cues and clues. Some time is just easier to meet with them and have a chat with them about their experience with your products and services.
Some Interview Questions
- What do you think about product/service X so far?
- What problem where you trying to solve with product/service X? (This helps you get to their initial motivation fairly quick)
- Has product/service X helped you solve that problem? (Some insights you can use in your copy)
- If you were the CEO of our company tomorrow, what would be the first thing you will change?
- When you were evaluating product/service X, what questions or concerns did you have. (This is targeted to reveal their barriers and concerns)
- Can you describe your buying process, what were the steps? (This may help reveal how much background information they need while making the purchase)
- Was anyone else involved, what was their concerns? (This is especially important for B2B as there would be one person and group of persons in charge of evaluating new product or service, this could also reveal concerns of other stakeholders in the business)
- Was there anything that almost made you to not buy? (This could help you reveal their worries)
- If a friend or colleague asked you to explain what product/service X, does what are you going to say. (This will offer you a direct input for value proposition)
- Is there anything important I missed, anything you will want to add? (This may help them bring more personal concerns that you might have missed, gives them an open cheque to address anything of their concerns)
Some tips for a more effective interview:
Try and get to your customers fairly quickly after they started using your product. This will make them easily recall the decision-making process and give more.
Questions for Customer Support
Mostly the customer service is not so well appreciated by the sales people but they can very well save you serious work as a growth marketer. They spend most of their time talking to the customers and usually have very good information on their need, motivation, concerns and doubts.
If you appreciate their work, they are mostly very helpful.
- What are the top three questions you get from customers? (This reveals the answers they didn’t get from the landing page)
- What do you answer when you get these questions?
- Are there any particular aspect of X that people don’t understand?
- What aspect of the product does the people like the most/least? (This will help clarify their motivations and barriers)
- Are there any major deterrents?
- Are there any major drivers?
- The elevator pitch- If you have only thirty seconds to pitch our product/service, what would you say. (Could help reveal some motivations)
- Did I miss anything important?
Questions for Sales team Interviews
- What is the main problem evaluator are trying to solve with our product?
- Based on your experience from talking to evaluators, what is the decision making process you typically see (For B2B how many people/departments are involved)
- In this process, are there “Aha-moments” that brings evaluator closer to either “Yes” or “No”?
- What are the top three questions you get from evaluators?
- At what point do they realize our product/offer is right or wrong fit for them?
- Are there major deterrents?
- Are there major drivers?
- The elevator pitch- If you had only thirty seconds to pitch our product/service, what would you say?
- Did I miss anything important, got something to say?
Note and recommendations
- Do the interview via phone and record them. This lowers the barriers to the interview and gives the persons involved some freedom not to avoid eye contacts and helps them be freer.
- “Lead the witness” as little as possible. Look for real answers, don’t instigate responses from them.
- Keep it short and sweet; first thirty minutes should give you most of what you want.
Chukwuebuka Justus Asogwa is a post graduate student of Digital Business: A joint program from MIT and Columbia Business School, with interest in Digital Enterprise and Platform Businesses in Africa. He works with Agroyields Africa Ltd, an Agritech company in the production and retail space in Nigeria. Connect with Chukwuebuka on LinkedIn, Twitter or send him a mail via email@example.com