What are good numbers for landing page validation?
Hey! Earlier this week I launched a landing page to validate my domain management SaaS - Hypermain. I've gotten good feedback and some pre-launch signups. I usually track metrics for live applications and I'm interested in how to analyze metrics when working with only one piece of the total funnel. Is there any benchmark of numbers (email signups, conversion rate, etc.) that are considered good for a validation page?
Hey there! As far as I know, there's not a "standard" conversion rate that can accurately validate a product unless your traffic is highly targeted (like industry email lists).
If your traffic is highly targeted:
If your traffic is not targeted:
You might want to look at your total number of signups instead. Let's say you're anticipating your average customer to pay $250/year and you get 100 signups. That's a potential $25,000 right there – would that make it worth it for you? (This would be next to meaningless if they signed up without knowing the price, though.)
Disclaimer: I could be wrong about any of this, I'm just speaking from my own experience...
Great aesthetic on your landing page, by the way!
The million dollar question… :)
I've had landing pages doing hundreds of email sign ups, but only made a few thousand bucks with it. I also had a landing page doing 20 sign ups, but that turned into multiple 1000 bucks recurring a month.
There are floating numbers around of having minimal 500 email sign ups before you start building. But to get this you need to know exactly how to reach your target audience.
Example: IH is not my target audience, lots of traffic, but almost no conversion. While other channels (eg. Twitter), do much better.
While it'd be nice to have a benchmark that clearly tells you "it's working" or "it's not working", I think it's a large grey zone for now and the immediate future.
I know you didn't ask...but I think you are better off to focus on trying to reach out to each and every person that signs up for your waitlist.
Ask them why they signed up, what problem they hope your product can solve, etc.
I bet you'll be surprised to find out. For what it's worth, I certainly have learned so much by doing this with my project (www.tribefive.me for reference).
And by sussing out the actual problem they have, the severity of it, current workarounds, etc...you'll have new insights to apply back to your landing page and maybe even the actual product.
And when you consistently do this, that'll help you incrementally improve your landing page conversion rates.
Good luck!
Jonathan