Waitlist landing page: Should I describe the pains I'm solving for or the benefits or outcomes you could expect?
Howdy Hackers 👋
I'm about to throw up a waitlist landing page. I'm trying to validate a problem in the accounting industry (B2B) that I have a hunch is worth solving for.
When I went to write the copy, I couldn't decide whether to detail the pain I'm trying to solve or sell the benefits of the solution I'd propose to create (I don't expect enough traffic to A/B test ATM). Any thoughts would be super welcome!
Why not do both would be too easy ;)
Are you familiar with the UPSYD framework?
Depending on where you expect people will be at when you reach out, you'll want to walk them up the ladder. Keep in mind, you can't miss a step! The more steps they have to take, the harder it will be.
Ideally when you are niching down your initial visitors are solution aware. Just not your solution. What you have to do is convince them the D of the other product is bad, then show them why they are not satisfied with the other Y, then tell them why your Y is incredible and then give them an excellent D.
If you are having to do P and U I'd rethink how to get a different set of people to your site or how to provide a solution for your traffic that is more relevant. Going from U or P is usually a later stage task as it requires more touches with your brand.
Philipp, I was not, thank you - this is incredibly helpful. Thanks for taking the time to walk me through it.
Sharing both the copies would get you better feedback. Else the question is too theoretical.
Cheers, I'll write the two up and shoot through a link :)
Agree. I usually prefer benefit. What the product does for me, but depends on the problem.
I believe the correct answer would be to do both. The basic components of a high converting landing page are:
Your USP should describe the problem of your customer and the solution your are providing. The offer describes the details of what your service does. Visuals should be images/graphics that sell your solution. Social proof can be testimonials of people who have used your solution while the CTA should be a prompt for the user to take action like a Buy Now button or Subscribe etc.
Keep your copy short and sweet.
To write converting copy, write in the POV of your ideal customer and you won't go wrong.
Nice, thanks!
Actually all 3 items mentioned in the subject line are equally important and I suggest to include them. Make sure you've one clear call-to-action instead of 3. Any mockup we can take a look? @tomcnle
I'm running a little side project on Notion landing page, it would be fantastic to exchange opinion with you tho! On Twitter?
"I'm trying to validate a problem in the accounting industry (B2B) that I have a hunch is worth solving for."
If your goal is idea validation then what you are describing is not going to work at all. I would avoid explaining the benefit or the pain and instead just ask what their main pain point is in a brief survey. You can read about problems with biased feedback that comes from pushing your own idea in https://www.amazon.com/Build-Better-Products-Successful-User-Centered/dp/1933820586
Problem you're solving in the way customers would be searching for it.
Here are some examples of problemsposted by people facing them on my problem validation platform.
They know the pain... Tell them what they don't know.
That's a neat way of putting it :)
the balance in between those two will make a great landing page ,but if i have to pick one it will definitely be benefits.
This comment was deleted 6 years ago
This comment was deleted 6 years ago
Nice thanks, they also have a pretty good landing page too