Landing Page Success Criteria

Landing Page Success Criteria

Simon Jenner

Monday, 30 October 2023

Landing Page Success Criteria

Before you go live with your landing page, it's essential to set success criteria to measure the landing page's effectiveness.

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The journey from an idea to a Minimum Viable Product (MVP) is filled with excitement, anticipation, and yes, a few challenges. The first major challenge that non-technical startup founders often face is validating their value proposition. Enter the landing page - your first and most crucial test.

A landing page is a single web page with a focused objective. For startups, it's a platform to test your value proposition by gauging customer interest. The way we recommend gauging interest is to create a waiting list on your landing page and have the potential user provide their email address to join the waiting list. This shows the user was interested enough to part with their email address and be kept informed of when you launch.

But before you go live, it's essential to set success criteria to measure the landing page's effectiveness. Here's how

What does Success look like?

Building a waiting list is a powerful way to validate your product idea, generate buzz, and acquire early users. 

For a startup selling Business to Business (B2B) then a 100 potential customers on the waiting list is good. For a startup selling to consumers (B2C) then a 1000 potential customers on the waiting list is good.

Built into all our Landing Pages are analytics so you can see how many visits to your landing page have taken place and how many people joined the waiting list.

Other things to measure

Both cost of acquisition (CoA) and cost per click (CPC) are important metrics in digital marketing that help businesses understand the financial efficiency of their landing page campaign

Cost of Acquisition (CoA)

Cost of Acquisition, or Customer Acquisition Cost (CAC), refers to the total cost associated with acquiring a new customer (in this case onto the waiting list). This includes all the costs of your marketing and sales efforts that contribute to a customer's conversion. To calculate CoA, you divide the total cost of your acquisition efforts by the number of new customers acquired.

For example, if you spent $500 on a marketing campaign and acquired 100 new customers, your CoA would be:

$500/100 = $5

This means that it cost you $5 to acquire each new waiting list customer through that specific campaign.

Cost Per Click (CPC)

Cost Per Click, on the other hand, is a metric used in pay-per-click (PPC) advertising campaigns, such as Google AdWords or Facebook Ads. It represents the cost you pay for each click on your ad. CPC is calculated by dividing the total cost of the campaign by the number of clicks received.

For example, if you spent $500 on a PPC campaign and received 1,000 clicks, your CPC would be:

$500/1000 = $0.50

This means that you paid $0.50 for each click on your ad.

In summary, CoA helps you understand the overall cost of acquiring a new customer, while CPC helps you understand the cost of each click in a PPC campaign. Both metrics are crucial for evaluating the efficiency and effectiveness of your digital marketing efforts.

Selecting Success Criteria

These are the two metrics for success criteria we recommend tracking:

- Users signed up to the waiting list

- Cost of Acquisition (CoA)

The figures you apply to this are up to you and are dependent upon your startup sector and price point but here is a guide

Waiting list Signups:

- Business 2 Business 100 User Signups

- Business 2 Consumer 1000 User signups

Cost of Acquisition (CoA)

- Business 2 Business  < $100 CoA

- Business 2 Consumer < $10 CoA

Pick your Success criteria before you launch your landing page then measure progress against your target.

Track your landing page progress on a weekly or daily basis, you can use a simple spreadsheet to track or build tracking into your no-code landing page.

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