Testing Methods
Landing Page
Landing Page gives teams a repeatable mixed-methods research practice. It keeps everyone aligned around visualization & communication by helping you quickly test interest in a proposed service, collect contacts for future customers, and market new services. Grounded in testing methods, the method turns insight into tangible next steps.
Goal
Visualization & Communication
Group
Mixed-Methods Research
Users
Direct User Involvement
Overview
A Landing Page is a standalone web page designed to prompt a specific action, such as signing up for a newsletter, downloading a resource, or making a purchase. By focusing on a single call to action and minimizing distractions, Landing Pages are highly effective in converting visitors into leads or customers. They are widely used in digital marketing, online advertising, and lead generation campaigns, where optimizing design, messaging, and user experience can significantly impact conversion rates.
Step-by-Step Procedure
9 steps to complete
1
Identify Goals and Objectives
Before starting the landing page design, discuss and define the goals and objectives that the landing page should achieve, such as driving sign-ups, generating leads, or promoting a specific product or feature.
2
Determine Target Audience
Identify the target audience for the landing page by creating user personas and understanding their needs, wants, and expectations while interacting with the page.
3
Set Key Performance Indicators
Define measurable KPIs (Key Performance Indicators) to evaluate the success of the landing page after implementation, such as conversion rates, bounce rate, and average session duration.
4
Competitive Analysis
Analyze competitor landing pages to gain insights on crucial design elements and create potential design ideas.
5
Create Content Strategy
Develop a content strategy that caters to users' needs, outlines clear messaging, and guides the visitor through the intended journey. Ensure that your copy is relevant, concise, and engaging.
6
Design and Layout
Design an attractive and user-friendly layout for the landing page, including a clear visual hierarchy, easy-to-read typography, and a strong call-to-action (CTA). Use wireframes and prototypes to iterate and test different design concepts.
7
Test and Validate
Conduct usability testing with real users to gather feedback on the effectiveness of the landing page's design, content, and CTAs. Use A/B testing to identify design elements that perform best and make appropriate changes accordingly.
8
Implement and Launch
After finalizing the design based on user feedback and testing, implement and launch the landing page, ensuring smooth functionality and responsiveness across different devices and browsers.
9
Monitor and Evaluate
Once the landing page is live, actively monitor its performance using previously set KPIs. Evaluate metrics such as conversion rates, bounce rates, and engagement. Make additional iterations and refinements as needed to optimize user experience and meet goals.
Method Complete
Real-World Examples
See how this method is applied in practice
Understanding Deal Discovery Behavior
Research conducted with Groupon users to understand how they discover and evaluate local deals. Participants included frequent buyers in the Food & Drink and Health & Beauty categories, as well as occasional users. The study revealed that users rely heavily on personalized recommendations and location-based filtering, with visual imagery and merchant ratings being key decision factors. Users also expressed interest in occasion-based browsing like "date night deals" or "weekend activities."
Local Merchant Experience Research
Study with restaurant, spa, and fitness business owners to understand their experience with Groupon's merchant platform. Participants included both new merchants in onboarding and experienced merchants running multiple campaigns. Findings showed merchants struggled with understanding optimal pricing strategies, setting deal capacity, and interpreting performance analytics. Many requested competitive benchmarking and seasonal promotion guidance.
Deal Redemption Experience Study
Research with Groupon customers who recently redeemed deals at local businesses. The study focused on the in-person redemption experience, including showing vouchers to merchants, handling booking requirements, and resolving issues. Insights revealed that users felt anxious about merchant acceptance and wanted clearer communication about what to expect during redemption.
Deliverables
What you'll produce from this method
User Personas
Create detailed user personas to better understand the target audience and their needs, goals, and pain points for a more effective landing page design.
Competitive Analysis
Analyze competitors' landing pages to identify industry trends, best practices, and potential areas of improvement.
User Flows
Develop user flows to map out the full sequence of steps the user will go through from visiting the landing page to completing the desired action.
Information Architecture
Organize content and design elements on the landing page to facilitate quick and easy understanding and user decision-making.
Wireframes
Create low-fidelity wireframes of the landing page to visualize and iterate on the layout and content structure before moving to the high-fidelity prototype.
High-Fidelity Prototype
Develop a high-fidelity prototype of the landing page, featuring real content and design elements, to be reviewed and refined through usability testing.
Usability Testing Report
Conduct usability tests with real users to identify any issues or confusion in the landing page, and provide a report detailing findings and recommendations for improvement.
A/B Testing Plan
Design and implement a plan for A/B testing various design and content elements on the landing page to optimize its performance in driving conversions.
Analytics and Performance Metrics
Monitor the landing page's performance using analytics tools and identify key metrics to track the effectiveness of the design and content.
Final Design and Documentation
Deliver the final landing page design, along with all supporting documentation, wireframes, prototypes, and testing results, to be handed off to developers for implementation.
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