9 cringeworthy landing pages of multi-billion dollar tech giants

March 3, 2016 by LaunchTomorrow Leave a Comment

Prototype before Google

Here are a few homepages of today’s tech giants from their early days. The homepages serve as a poignant reminder of the fact that it’s better to launch as quickly as possible when you are in a good market, rather than honing the perfect look and design.

If you cut across the technology industry, the whole idea of a “minimum love-able product” just doesn’t hold up to the backstories of the major players in the sector.

Every major tech company below had quite humble beginnings, where they focused on learning, iterating, and building a viable business around a product idea. Once they knew they were viable, they went back and optimized product design.

These homepages serve as a good reminder of what Field Marshall Helmuth Graf von Moltke said, “No campaign plan survives first contact with the enemy”. You could easily argue that that the real test of a business is whether it survives its first major pivot. Yet in order to pivot using a Lean Startup approach, you gather data to confirm your intuitions.

Also, if the founders had not explicitly formulated an experiment around their landing page, the below are not really landing page MVPs. They’re just homepages. To find out more about building your own landing page MVP experiment, check out Launch Tomorrow.

Google

Before Alphabet there was Google, and before Google there was…Backrub.

This was a prototype of the search service that took over the online world.

Initial days of Google!

In the early days of Google, the designers would occasionally get an email from a strange fan containing just one number. That was it. Every few months or so, they got another one of these emails and they were confused why this oddball was emailing them numbers.

Eventually, they realized that the email always came the day after the changed their main homepage design. The number referred to the number of characters visible on the main screen. Their email stalker was helping them stay true to their minimalist style.

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[image: Mark Chen]

Twitter

Paper prototype, basis for the homepage of Twitter

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This picture is from Jack Dorsey’s notebook, before the twitter guys actually put up their first version of their homepage. Paper prototypes are good sources of discussion, and they are useful for communicating the value proposition–which in Twitr’s case at the time was their biggest challenge. After all, who would even want to write 140 character long blog posts?

[image:medium.com]

keeping tabs on friends, good early days of Twitter!

This early homepage stresses twitter’s function of serving as a way to keep tabs on friends. The value proposition was that you will know what others are doing.

[image:onemonthrails.com]

Amazon

Consistently low prices and greater chances of availability of books at Amazon.

Founder Jeff Bezos claimed, “one million titles, consistently low prices”–a claim physical bookstores couldn’t really make, as detailed in Launch Tomorrow. As a result, Amazon became the go-to place for consumers who were browsing slightly less popular books in the “long tail”, knowing that there would be a much greater chance that the book would be available.

[image: Mark Chen]

Facebook

the first look!

This is how Facebook looked, when Mark Zuckerburg decided to create an electronic form of the Freshman Facebook, arguably as a way to gain notoriety on campus at the time. Seems quite far from the billion dollar advertising juggernaut it is today.

[image:waybackmachine.org]

Here’s how the user profile looked after login

[image:onemonthrails.com]

Apple

Who can believe this is Apple Computer? Yes the same Apple from today.

While clearly not a landing page, as the Internet didn’t exist at the time, Steve Jobs and Woz arranged to sell 50 assembled computers to the Byte Shop (a computer store in Mountain View, California) at $500 each, despite not having the parts. To fulfill the $25,000 order, they obtained $20,000 in parts at 30 days net and delivered the finished product in 10 days.

This was in a day when home computers were assembled from scratch by wide-eyed hobbyists. A classic pre-sell MVP lies at the beginning of the Apple empire.

[image:Wikipedia.org]

YouTube

“Tune in Hook Up” to 100 million videos daily on myriad subjects

Youtube had its roots as a dating site before focusing specifically on video. YouTube fizzled in an early version, namely a dating site called “Tune In Hook Up”. The founders later developed the current site, now broadcasting 100 million short videos daily on myriad subjects.

[image:waybackmachine.org]

PayPal

Uniqueness of Idea that sending money to someone using their email address, we call it PayPal.

Before Peter Thiel became “The Peter Thiel”, he ran around doing customer development trying to convince people to beam money between PalmPilots. Over infrared. It was only when they realized that people really latched on to the idea that sending money to someone using their email address, did they have a value proposition that actually worked.

[image:waybackmachine.org]

Yahoo

First directory of links of the world wide web

Yahoo was originally the first directory of links of the world wide web, before search engines even existed. The founders manually curated links and organized them into a tree structure to make them easy to find and use.

[image:onemonthrails.com]

AirBnB

An idea that counts, renting mattresses opened way to progress.

The idea for AirBnb came from the founders’ need to get cash for their other startup ideas. They offered to rent out an air mattress to ISDA conference (a design conference) attendees. When they found that surprisingly easy, they continued to do so, only to realize later…that this was their big idea.

[image: YC/Jessica Livingston]

And the takeaway is…

Design remains quite important, particularly for consumer technology companies. But over-designing a product before proving demand exists is just an elaborate form of waste. Premature optimization, even.

A minimum loveable product is a great idea. As a principle, I myself find it quite alluring to only show your absolute best to the world. From a business point of view in the tech sector, though, it may be a trap.

So go figure out what you need to prove and write your first experiment! Grab my book Launch Tomorrow, and set up your first landing page!

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A Landing Page is like a Road Trip…

August 11, 2015 by LaunchTomorrow Leave a Comment

Like this infographic? Get landing page advice that works from Copyblogger.

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Are you making this common split testing snafu?

March 19, 2015 by LaunchTomorrow Leave a Comment

In case you didn’t know, SNAFU is a military slang acronym meaning “Situation Normal: All Fouled Up.”

More and more, I hear founders saying that they’re working on a product, who’re concerned whether or not there will be any demand when they launch. I’ve seen it come up in surveys, in youtube videos, even during personal conversations with founders.

After all, there’s more and more noise out there. We’re all getting overstimulated by hundreds of marketing messages and notifications per day. The more we do, the less relevant this messaging is.

How do you find unmet needs, to position your product effectively? A critical piece of building the right product is to address latent demand. Often, demand exists. It just isn’t immediately obvious where.

There is a hint in the book Lean Startup. First you need to prove what Eric Reis calls the “value hypothesis”, before you try to go after the “growth hypothesis”.

The value hypothesis claims that “the product delivers value to customers once they are using it.” This requires a deep understanding of:

who your customer is
what problems they have
how big of a niche they are
how much demand is growing
and most importantly….why they would buy from you specifically.

in addition to number of other factors, if you want to build a business and not just launch a product. If you aren’t sure that your customer needs what you plan to provide, then optimizing or scaling up sales is a waste of time and money.

So for example, split testing is a form of optimization of a message that already works. Running a split test before before you know that your product is attractive and valuable to your prospect is pointless. Yet many newbie founders have this belief from I don’t know where that split testing is what they should be doing.

Nowadays, to that I say…BS.

Here’s what you can and should do before you even reach for split testing or conversion optimization.

List out your assumptions, so that you can prioritize them in the order of riskiness. See if you can or want to de-risk the launch even at this stage:

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An easy way to identify riskiest this is to work backwards from an imagined failure of the project. You’re having a chat with a close friend or collegue over beers, and you say it would have worked if it hadn’t been for X.
Once you generate a list of these, say 20 different ones, then prioritize them in a google docs spreadsheet.
Once you have this, start with the riskiest one and think of how you can test this assumption. With advertising, it’s often quite easy and quick, because you have direct access to your audience.

Apologies if this is a bit pessimistic, but it’s a powerful method to both plan a product and learn about a new market. As a side benefit, once you’ve tested the assumptions, you confront and abolish any big worries you have. It’s also completely specific to your product idea. It doesn’t matter if it worked for anyone else in any market. You generate quantitative proof of your assumptions are valid or not before proceeding.

Oh, and by the way, be prepared that a few of your big assumptions won’t be right. That’s the usual experience of most entrepreneurs with this approach. In fairness, these false assumptions are the assumptions you want to learn about as soon as possible. You don’t want make decisions still thinking they’re true.

Create an explainer video for your complicated new product. Make sure your audience understands it, without being overwhelmed by technical details.

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Once you’re done that, there’s another exercise worth going into. Testing the your value proposition in your ads and your landing page MVP, so that you know what speaks to your market. People get hung up on what value prop is, but it’s quite simple. It’s the reason someone buys from you. Their (nor your) reason why. Of course, only test value props that you’d be comfortable selling and building.

See, this is where the MVP naysayers have it wrong. A landing page MVP isn’t a smoke test. If you’re using it to validate yourself and tell you how smart you are, your mirror will be more effective. And cheaper. And you’ll learn just as much.

Test your value props.

The fastest path to identifying your value prop with advertising? I thought you’d never ask.

Why, Launch Tomorrow of course. My book Launch Tomorrow delves into exactly how to do that with paid advertising and a landing page MVP.

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Is premature optimization a warranted concern?

March 2, 2015 by LaunchTomorrow 1 Comment

Here’s a wonderfully geeky question from a forum I’m on, related to lean startup:

I have a product that I want to test. I’ve built the one-pager website and set up some Facebook advertising to figure out the messaging / features that makes people sign up to determine the direction I will eventually build towards.

I have three ads: A, B, A+B
and three website versions: A, B, A+B

My question is whether I should test the advertising AND the website versions at the same time. I want to test quickly, but I’m worried that if someone clicks advertisement A and then lands on website B, it won’t be relevant and it will skew my data.

Is this a warranted concern? Should I test the advertising first, then the website version? Or should I do both and just figure that, with enough users, the data will smooth itself out faster then if I test one at a time? Any insight would be greatly appreciated.

Couple of things:

Yes it is a warranted concern. When you send traffic from ad A to landing page B, you lose them. You can set up ad A to point to landing page A, ad B to landing page B, and so on. Then by rotating through all ads, you’ll implicitly rotate through all of your landing pages.This “scent” which a prospect follows is really important. You may be losing people. They land on a LP which doesn’t correspond to their post-click expectations. This may skew your results.The goal here isn’t necessarily to convert, i.e. get a lot of signups. It’s to measure user behavior and preferences. Discover where you have latent/unmet demand.
The right test depends on what you’re trying to learn and what your hypothesis is exactly. For example, why are you even split testing in the first place? If you start split testing too early, it ends up being premature optimization. Understanding why you are split testing will help you formulate a meaningful hypothesis. Split testing only tells you if option A is relatively better than option B.You’re better off first choosing a threshold for conversion, then running ads to see if you hit that threshold. It’s a different type of statistical test and way of thinking about the problem. Then you’re also learning more about demand.
You will achieve statistical significance faster focusing only on user behavior around ads. Clicks. Based on that you can “test before you test”, and find out what larger/full tests are worth doing in a full environment.

As a rule of thumb, understanding your users better will usually be more profitable than understanding your product idea better.

If you want to go into greater depth about using landing pages rigorously to learn about your market, then check out Launch Tomorrow. It clears up a lot of the confusion around new products and landing page MVPs. Why blunder your way through? Launch Tomorrow‘ll take care of ya.

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38 different ways to prove your case

February 23, 2015 by LaunchTomorrow Leave a Comment

While ideally you have some sort of proof direct in your headline and ad, your persuasiveness argument relies on how well you prove your point. You see, it’s ultimately about belief and feeling.

As heavy hitter Gary Bencivenga says:

Almost everyone in the world, in every field of human endeavor, is desperately searching for someone to believe in. Be that person and you can write your own ticket. Belief is today’s most overlooked yet most powerful key to boosting response to any ad, in any medium. Harness it and you unleash the core atomic power for exploding response.

Most prospects want to believe the claims you make in a landing page, yet the claims challenge their world-view and the status quo. You need proof, ideally proof that resonates emotionally, in order to get them to take action.

A landing page, or a salesletter, is like a one-to-one conversation between you and the prospect. You put various things on the landing page, designed to instill a particular reaction in the reader’s mind.

A good landing page is written in a conversational tone. Short words, short sentences, short paragraphs. In fact, you can read it out loud to ensure that the text “flows” well.

Imagine it as a phone conversation with a friend. They call you. They bring up a problem they’re struggling with. You say something surprising. You empathize with their pain. You talk about an approach you’ve used in the past or a product you can recommend to address it, as you know it will help them out. At the end, you help them buy the product or implement a solution in their lives. Empathize with your reader in the same way you’d empathize with that friend on the other end of the line.

Direct response progenitor Eugene Schwartz puts it well:

It is the facts that the prospect believes in and accepts, and the way that he passes that acceptance along from one fact to another, that determines the ad’s development, the arrangement of your claims and your images and your proofs, so that there is a step-by-step strengthening, not only of your prospect’s desire but of his conviction that the satisfaction of that desire will come true through your product.

You are building up the emotional weight of your argument as much as you can. You want the solution to become real in the prospect’s mind.

When you are making claims about the benefits your product has, your prospect is likely to not believe a claim that you make. It’s that “yeah, right” knee-jerk response. On the phone, you might be able to tell based on voice tone. Some prospects might tell you outright that they don’t believe you.

Proof counters that pushback. It’s your job, as a product creator or founder, to provide strong counter-arguments to this type of objection. In other words, your copy explicitly addresses the prospect’s objections. Show exactly how your solution can solve his problem. Or hers.

Well, the best type of proof is a poignant detail that knocks out a line of questioning or thinking. That’s why direct response copy that sells is clear.

About to start a greenfield project?

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If you want to know what types of proof you can use, I’ve got your back. In its next update, Launch Tomorrow will include at least 38 different types of proof you can include on your landing page.

You can get a copy over here.

Create an explainer video for your complicated new product. Make sure your audience understands it, without being overwhelmed by technical details.

or call us now at:

US/Canada: +1 202 949 4478
UK: +44 773 952 7708
EU: +48 692 870 297

To be crystal clear, most of the 38 different types of proof don’t require you to even even have a customer, much less a success story.

Even on a landing page MVP, it all comes down to knowing how to present your product.

[image: typexnick]

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