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Once visitors arrive at our front door, we need to convert them to leads and eventually to customers. Let's take a look at the different activation activities that can help us achieve this.
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Many users reach landing pages through
paid ads which promise some kind of
0:00
offer or attractive value.
0:04
Perhaps you promoted a special deal or
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mentioned key features of your app within
the ad.
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No matter what it was, you must ensure
consistency between the ad and the landing
0:12
page, and address those promises clearly
and quickly on your landing page.
0:16
Landing pages are created to appeal to a
specific need or goal.
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Both of the users that visit the website
and where it lives.
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Users click on an ad or link in an email
and arrive with expectations in mind.
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By creating those ads and
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links you, the company, are trying to get
the user to convert in a specific way.
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To meet both needs, you must provide
compelling content, clear calls to action,
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and wrap it all up in a trustworthy
design.
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If you've promised a specific deal to
users in a paid app,
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be sure this deal is front and center on
your landing page.
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Clearly outline the top benefits, but
don't fill the page and overwhelm them.
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Back up your benefits with credibility
building content, like testimonials and
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relevant data.
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In other words, make your offer so
compelling and
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clear the user has no choice but to take
you up on it.
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To do so, they'll also need to see your
call to action.
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Design best practices should be considered
here, so
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make your call to action stand out against
the background.
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Provide a clear contrasts between a white
background for
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example, with a bright red, orange or
green button.
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The text of your call to action also must
be carefully considered.
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Would your customer want to get started,
try it out, or perhaps sign up now?
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Use action based words to compel them to
click.
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Finally since many users arrive at landing
pages from paid ads,
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they might already be curious about your
intentions,
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especially since they know you paid for an
ad placement.
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Use design to provide clear undeniable
branding of the page.
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Make it clear that the page is part of
your site or company and can be trusted.
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If necessary include additional trust
building aspects, such as important client
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logos for newcomers, online transaction
security emblems that protect the users of
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your site and additional ways to contact
you for more information.
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By providing valuable, relevant and
trustworthy content and
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design, your landing pages can be
compelling and effective.
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So let's recap real quick.
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Users can end up at your landing page
through many different ways.
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Your landing page should be clear and
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concise, and focus on a specific need or
goal.
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The landing page must provide compelling
content, clear calls to action, and
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good design.
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Make sure to outline the benefits of your
product or
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service, include testimonials from
customers and relevant data.
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Guide your users to the desired objectives
using calls to action.
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Above all, brand and design your landing
pages so
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that they can be trusted and clearly
outline your intentions.
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Building and selling your own app can be
quite similar to any other product.
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Potential customers will evaluate it based
on their own needs,
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their belief that the product can deliver
on the promises marketing has made,
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their own willingness to try it and of
course the price they might have to pay.
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One advantage with technology products is
the ability to offer the product for free.
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By doing so
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we can greatly increase the chances that
potential customers will download and
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use our app leading to continued use and
hopefully positive word of mouth.
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Giving the app away may cut into your
ability to turn a profit from the get-go.
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However, in a world where many free apps
and
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alternatives exist, it's difficult to
justify making people pay up front.
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This leads to an important question.
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Should you offer a free trial of your app
or not?
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Now if you decide to offer a free trial,
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you could opt to build in the trial as a
feature of your existing app.
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Certain features might be locked to users
who have not yet
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opted in to the full version.
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You could also offer your app for free in
the app store, and include an upselling
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option within the app to unlock the full
version by paying the full price.
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Or they could get additional premium
features.
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Many games offer this option to get
players hooked on the game, and then make
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premium updates available to enhance the
experience, but only if they pay.
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In the end, you could decide not to offer
a free version of your app nor
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a limited time trial.
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If so, you must present compelling
information about why it's worth it
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to the user to make the purchase right
there.
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Use clearly designed forms that streamline
the signup process so
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that users are comfortable listing their
information down and
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trying out your product, or simply signing
up to hear more about you.
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As we're gonna discover later, information
they leave us is very valuable,
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as it enables us to sell to them by
converting these leads over time.
4:57
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