The MVP You’re Not Using Is Killing Your Conversion Rate

This MVP You’re Not Using Is Killing Your Conversion Rate

Last updated on June 20, 2016 by Dusti Arab in Conversion Rate Optimization

Here at Instapage, we’re a lean company, and we are relentless about maintaining a growth hacker mindset. Growth hackers know a landing page serves one purpose: getting a visitor to convert.

However, the effectiveness of your landing page hinges on several factors that are often ignored. The majority of business owners will create one landing page, possibly A/B test it, and consider that enough.

But you’re not most people.

You know better. You know there is more you could be doing to optimize your user’s experience when they come into contact with your brand. You want every visitor to feel like they understood why they were there.

As for how to do that? You’re probably less certain.

Different visitors are at different stages in your user lifecycle. And there’s a way you can not only acknowledge that but craft unique experiences for almost anyone who visits your landing page.

And did I mention you can do it really fast and really cheap?

Let me introduce you to the concept of the Minimum Viable Page.

What is a Minimum Viable Page?

Our CEO, Tyson Quick, coined the term in this great interview with Crazy Egg while discussing Instapage’s approach to landing page creation.

A Minimum Viable Page is the least you need to start converting leads into customers. It’s the minimum you need to start iterating, creating, and perfecting your PPC campaigns, your brand’s language, and your product’s positioning.

This kind of page starts at the beginning of your brand and your relationship with your customer, but it allows you to build a landing page that meets your customer where they are at in order to guide them to a conversion at the right time.

A Minimum Viable Page lets you test faster – a notion at the heart of the growth hacker philosophy. This page is the difference between testing too quickly and without enough data and crafting compelling offers fast enough to stay at the edge of your company’s game.

When it comes to creating your Minimum Viable Page, there are a few key things to keep in mind.

Context is everything

If you’re laying the groundwork for your conversion rate optimization (CRO) efforts and you ignore the context your visitors have when coming to your landing pages, then you don’t understand your visitors.

A Google AdWords visitor is likely looking for a solution to a specific problem they’re already aware of. A visitor from a Facebook or Twitter advertisement is typically still in the problem/solution discovery phase.

Wherever your user is coming from, the post-click experience should reflect that you understand their context.

So you let’s assume you understand your visitor and where they are coming from. Let’s dive into next steps of creating your first Minimum Viable Page.

The Art of Mastering the Minimum Viable Page

It’s a matter of making the right match. There are three levels of landing page creation with this model: simple message matching, deep message matching, and experience matching. Each level builds on the others, so you can’t simply skip a step. It’s assumed you’ll be A/B testing at each level (because otherwise you’re missing the point of your page anyway).

Simple Message Matching

You could consider this your boilerplate copy. It’s how you talk about your product when you don’t know who you’re talking to. Imagine you’re at a networking event, and somehow you get stuck introducing yourself and your company first. You give your generic elevator pitch about what it is you do, and then tailor it as questions are asked to better fit the listener.

The idea is you need to start somewhere. What do you do, how do you do it, and who is it for? This is branding 101. Master your basic branding and find the perfect, persuasive words, and then you can start going deeper with new users.

Deep Message Matching

You need a page for every promotion. You heard me. Every promotion.

For every different AdWords campaign, every guest post targeting a niche audience, every Twitter campaign, every single time you bring in a new and specific audience, your messaging must be tailored to the place they are at in your user’s lifecycle.

Identify the touch points you have with a user. When do they typically convert? What interactions have to happen before they will make a purchase? How does this differ between audiences and campaigns? Storyboard your user’s lifecycle.

Experience Matching

As your campaigns mature, it’s time to iterate, eliminate less effective variants, and focus on crafting a narrative that reflects your user’s specific experience. You can tell very different stories to different users based on how you choose to onboard them during the acquisition phase.

This is where you can dive into multivariate testing and crafting more specific campaigns based on your user’s data. This is where you start seeing insane conversion rates because your user feels like you completely get them.

How To Increase Conversions With Your MVP

Meet your leads where they are at. Here our some of our top tips and action steps for getting the most out of your MVPs.

  • Get to the point and go straight for the sale when talking to a highly targeted source of traffic, like what you get from a higher cost per click (CPC).
  • When you’re talking with people from a more casual source of traffic like Facebook or Twitter, focus on educational content first to establish the problem you help them solve.
  • Segment casual landing page viewers into a retargeting/remarketing campaign to engage them after they’ve been exposed to your brand with a second landing page focused on conversions.
  • Establish different conversion goals based on the traffic source. Don’t waste time optimizing the wrong metrics.

How To Create Your Fastest MVP Ever

The most important part of any advertising campaign is building and A/B testing the landing pages you are sending clicks to, and the process only works if it’s fast and easy to get these pages online.

Instapage has obsessively prioritized simplicity, from choosing the perfect template to testing one headline versus another – in short, we’ve made creating an MVP possible in a few clicks.

You don’t need IT to set up integrations, add marketing tags, and get pages online — all you need is Instapage.

Sign Up for a 30 Day Free Trial
Join 250,000+ other businesses who rely on Instapage.
Get Started