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Activation Activities5:02 with Pasan Premaratne
Once visitors arrive at our front door, we need to convert them to leads and eventually to customers. Let's take a look at the different activation activities that can help us achieve this.
Many users reach landing pages through paid ads which promise some kind of 0:00 offer or attractive value. 0:04 Perhaps you promoted a special deal or 0:06 mentioned key features of your app within the ad. 0:09 No matter what it was, you must ensure consistency between the ad and the landing 0:12 page, and address those promises clearly and quickly on your landing page. 0:16 Landing pages are created to appeal to a specific need or goal. 0:22 Both of the users that visit the website and where it lives. 0:26 Users click on an ad or link in an email and arrive with expectations in mind. 0:30 By creating those ads and 0:36 links you, the company, are trying to get the user to convert in a specific way. 0:37 To meet both needs, you must provide compelling content, clear calls to action, 0:43 and wrap it all up in a trustworthy design. 0:48 If you've promised a specific deal to users in a paid app, 0:52 be sure this deal is front and center on your landing page. 0:55 Clearly outline the top benefits, but don't fill the page and overwhelm them. 0:59 Back up your benefits with credibility building content, like testimonials and 1:03 relevant data. 1:08 In other words, make your offer so compelling and 1:09 clear the user has no choice but to take you up on it. 1:12 To do so, they'll also need to see your call to action. 1:16 Design best practices should be considered here, so 1:19 make your call to action stand out against the background. 1:22 Provide a clear contrasts between a white background for 1:26 example, with a bright red, orange or green button. 1:28 The text of your call to action also must be carefully considered. 1:32 Would your customer want to get started, try it out, or perhaps sign up now? 1:36 Use action based words to compel them to click. 1:42 Finally since many users arrive at landing pages from paid ads, 1:46 they might already be curious about your intentions, 1:50 especially since they know you paid for an ad placement. 1:53 Use design to provide clear undeniable branding of the page. 1:56 Make it clear that the page is part of your site or company and can be trusted. 2:00 If necessary include additional trust building aspects, such as important client 2:05 logos for newcomers, online transaction security emblems that protect the users of 2:10 your site and additional ways to contact you for more information. 2:15 By providing valuable, relevant and trustworthy content and 2:20 design, your landing pages can be compelling and effective. 2:23 So let's recap real quick. 2:28 Users can end up at your landing page through many different ways. 2:30 Your landing page should be clear and 2:34 concise, and focus on a specific need or goal. 2:36 The landing page must provide compelling content, clear calls to action, and 2:40 good design. 2:45 Make sure to outline the benefits of your product or 2:47 service, include testimonials from customers and relevant data. 2:50 Guide your users to the desired objectives using calls to action. 2:55 Above all, brand and design your landing pages so 3:00 that they can be trusted and clearly outline your intentions. 3:03 Building and selling your own app can be quite similar to any other product. 3:08 Potential customers will evaluate it based on their own needs, 3:12 their belief that the product can deliver on the promises marketing has made, 3:16 their own willingness to try it and of course the price they might have to pay. 3:20 One advantage with technology products is the ability to offer the product for free. 3:25 By doing so 3:30 we can greatly increase the chances that potential customers will download and 3:31 use our app leading to continued use and hopefully positive word of mouth. 3:35 Giving the app away may cut into your ability to turn a profit from the get-go. 3:40 However, in a world where many free apps and 3:44 alternatives exist, it's difficult to justify making people pay up front. 3:47 This leads to an important question. 3:52 Should you offer a free trial of your app or not? 3:54 Now if you decide to offer a free trial, 3:57 you could opt to build in the trial as a feature of your existing app. 3:59 Certain features might be locked to users who have not yet 4:03 opted in to the full version. 4:06 You could also offer your app for free in the app store, and include an upselling 4:09 option within the app to unlock the full version by paying the full price. 4:12 Or they could get additional premium features. 4:17 Many games offer this option to get players hooked on the game, and then make 4:20 premium updates available to enhance the experience, but only if they pay. 4:24 In the end, you could decide not to offer a free version of your app nor 4:30 a limited time trial. 4:33 If so, you must present compelling information about why it's worth it 4:35 to the user to make the purchase right there. 4:39 Use clearly designed forms that streamline the signup process so 4:42 that users are comfortable listing their information down and 4:45 trying out your product, or simply signing up to hear more about you. 4:48 As we're gonna discover later, information they leave us is very valuable, 4:52 as it enables us to sell to them by converting these leads over time. 4:57
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