Startup Bootcamp, Part 14: Analyze Feedback and Iterate
Let’s reflect on what you just accomplished, because it’s pretty big.
You built a simple, three-component landing page, drove at least 100 pairs of eyes to it, got email sign-ups, received generally positive feedback on your concept and tweaked your offering based on the feedback you received. Sheesh! Wipe that sweat off your brow; that’s a productive three hours.
OK, break’s over. It’s time to take what you learned and step up your game. One hundred people is a solid number to gut check your idea and get valuable feedback, but that just won’t cut it when you’re trying to determine if your idea is worth building. If your idea has made it this far, you need to put your back into it and get your idea in front of 1,000 people for further iteration. Buckle up; this is going to take persistence, a few more elements to your landing page and a little cash (remember that thing you used before Bitcoin?)
Feedback-based optimizations
Does your landing page have a dope headline? A prominent call to action? Clear features and benefits? While that may have gotten you some initial traction and a few interested people subscribed to your email list to learn more, most people need more information before they buy in. They’ll likely have questions about your product/service, will want reassurance that someone else has had a positive experience and will want to know you’re someone who’s credible and won’t rip them off. Just like you conducted your own sniff test early on in the process, they’re conducting theirs. To lubricate the path between landing page visitor and conversion:
Develop FAQs. By now you’ve had a few questions thrown your way and patched a few flaws that these questions exposed. Rather than letting them becoming sticking points that deter people from clicking “buy/pre-order/email me,” address a few of them head on. Don’t make the list exhaustive; include your top five questions to eliminate roadblocks to someone taking action.
Establish credibility. Prove this is coming from a credible source. Tell your story. If you have a few early customers, testimonials go a long way.
Provide risk reversal and assurance. Reduce the risk of trying your product or service. No one wants to feel like they got “got,” so eliminate that risk with a “30-day money back guarantee” or a “If you’re not in love with our product, we’ll give you [insert reward]” promise.
