Producing a clear landing page is unreasonably painful
If you’ve ever tried to summarise your business into a few customer-facing sentences, you’ll know what a time consuming and frustrating process it can be. The continuous back and forth rationalising semantic meanings. Trying to say everything and ending up saying nothing. The discipline to remove, edit down and kill waffle is rare. And most irritating of all is the nagging sense that it’s still not quite right!
Now we have our shiny new platform up and running, rather than go round in circles internally we decided to put it to work on our landing page. In terms of how platform.thinksprint.com works, imagine something as simple to build as a Google Form, as easy to share feedback as Invision, and, requiring zero leg work when it comes to finding the most suitable respondents because they come to you.
Getting outside of one’s bubble the old way
The standard way a startup like us might get feedback on our proposition would be to hit the road and speak to trusted advisors over a bunch of coffees over a series of weeks using various cloud docs and a whole load of email. If you ever had to do this yourself you’ll know it requires loads of time to manage and lots of patience and focus to synthesise all the fragmented feedback into one coherent thread.
Getting outside of one’s bubble the ThinkSprint way
That’s why we launched a 48hr proposition optimisation challenge. Or in other words, lots of qualified product, UX, UI people commenting directly on our treasured baby all at once to reveal simple insight into what was working and what wasn’t. To be clear this isn’t usability testing, it’s proposition testing i.e. is the product articulation the clearest and most compelling it can be? The collaborative aspect of our platform’s UI made it especially helpful since we could see where the experts were doubling up in opinion e.g. ‘+1 for removing this’ or ‘Agreed, that copy should be moved there’. The net result was real clarity a lot faster.
To make sure we weren’t drunk on confirmation bias we gave it to a few of our ThinkSprinters to try out on their landing pages too.
Some feedback on the feedback :)
Esteban from Commutifi:
It not only helped us understand what was lacking on our website, but gave us clear insights on what needed to be improved. Within a week we had a new landing page up and running. The combination of feedback from experts with various backgrounds allowed us to quickly weight different opinions, find common threads and cover all blindspots.
Rob from offpaper:
As a startup founder I’m really close to my product. Too close to see flaws sometimes. This gave me expert eyes on it with totally different viewpoints, and it surfaced a bunch of new focus areas — fast. Incredibly valuable tool
Here’s how it evolved
Phase 1: Pre-Platform feedback
Using CloudApp (which is a brilliant tool)
Phase 2: Using ThinkSprint’s platform
Applying our natural language processing to surface recurring suggestions like adding an explainer video (we’re now working on one!).
Getting comments directly onto the landing page itself