Trying a randomized landing technique
Hey,
The product I am working on has multiple customer types/personas.
Originally, I had a single page for all of them, but that proved messy and confusing. Olly from RoastMyLandingPage sure called me out on this.
So, I've redesigned the structure of the website to have personalized landing pages for different personas. However, I've noticed that visitors often end up leaving the website without choosing who they are.
Part of the reason, I believe, has to do with the vagueness of the value proposition (because there isn't one for all of the personas). The other part is that it makes visitors do work to get somewhere, for an unknown benefit.
So I am toying with the idea to land visitors randomly. Check out my Loom explainer, and let me know what you think! Really curious if you have any better ideas?
Interesting experiment. It would be great to see the results :) A few notes that come to mind:
I think you diagnosed the root of the problem of leaving visitors correctly:
But sending them randomly to a landing page not meant for them might not be the best experience.
I would minimize the "workflows" to just two (especially since you are just starting) or join them together (if it's possible): Engineers/Freelancers and Recruiters/Hiring managers.
That way you can present the benefits side by side with two different calls to action. You can leave the other landing pages for SEO/ads purposes.
Good luck!
This.
When you're marketing a 1-person startup on social media, does it make sense to publish to 10 platforms OR to focus on your 1-2 best performing? The former takes a lot of time and energy for lackluster results. The latter is focusing on the channel with the best odds. When you start out, you have of nearly unlimited ways to operate. While there is nothing wrong with trying things out, it doesn't make sense to do everything possible, when certain actions have better outcomes. If there isn't a clear value proposition for a persona, cut it out for now.
Randomly placing unknown visitors into audience specific experiences is tricky to do right, if not impossible without knowing more about the visitor.
Prior to Pagereview.io, I worked on building a marketplace type service. Your problem of having multiple customer types to target at the same time was something I experimented with a lot. My advice would be to focus your homepage content on the target audience that is most critical to growing your product at this particular point in time.
If you do have a chicken and egg type problem, you're probably going to get more mileage by focusing on capturing the persona that requires the least amount of convincing first. You can then use that audience to capture the other personas. Eg. focus on getting a waitlist of interested engineers, which once done, you can use to reach out to companies saying you have xyz number of interested engineers.
Redirecting users to random purpose pages doesn't make sense to me because it may harm your website SEO in long run! I would much helpful just create a simple landing page with comparison table mentioned below and after few seconds add a pop-up optin asking for redirection purpose!
I would suggest you don't randomize, as mentioned by psto it will not give the best experience.
Why don't you have the above-the-fold content of each persona on the landing page? When I clicked on each persona, I saw a reason why HackerIntro would be useful. The user would scroll down the landing page which is an action we are all use to.