Insights & Analysis

✨How might Miro help you decode your brand’s value proposition?

In the digital world, engaging landing pages are crucial for conversions. Miro, an online whiteboard platform, is an effective tool for refining these pages. Researchers can conduct interactive sessions with participants on Miro to gather feedback and improve key landing page elements.

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Creating engaging landing pages that capture visitors and drive conversions is crucial in today's digital landscape. To achieve this, a thorough process of testing and collecting feedback is necessary. Miro, a well-regarded online whiteboard platform, provides an ideal setting for such activities. By using Miro for systematic testing, one can refine landing pages iteratively, improving key elements like messaging, user experience, and conversion rates.

In my role as a researcher at Poocho, I was introduced to Miro several years ago and have since utilized its capabilities for workshops across diverse industries, from coffee enterprises to sneaker trading platforms. What stood out to me about Miro was its ability to organize and visually represent thoughts and ideas effectively. I've used it for various purposes, including brainstorming sessions, persona charts, journey mapping exercises, mood boards, and desirability studies. However, for today's discussion, the focus is specifically on its application in refining landing pages.

A landing page exercise, traditionally rooted in qualitative research, typically involves interactive tasks such as usability testing, comprehension checks, or interviews. These activities assess how well a landing page communicates specific details and engages participants. Usability testing looks at navigation, comprehension checks ensure understanding, and interviews provide valuable qualitative insights on the persona that would engage with the page content. These exercises play a pivotal role in the iterative refinement of landing pages, ensuring a high level of clarity.

In our approach, we evaluate landing page experiences from the lens of user experience: For a user persona, does the landing page communicate all the relevant information they need to take action? The way we do this is by creating mockups of website landing pages on Miro based on hypotheses and preliminary research findings. Subsequently, we conduct sessions with participants to evaluate the viability of these pages from the lens of the persona type. Screensharing Miro as part of this exercise allows for real-time feedback, enabling us to fine-tune and optimize landing pages content live with users.

Our landing page design comprised of five key sections:

Value Proposition Statement: A comprehensive, overarching statement defining the essence of the brand.

Pain Points: The three primary challenges hypothesized by the brand as experienced by its customers, with a focus on solutions.

Solutions: The three leading remedies offered by the brand, tailored to address the identified top three pain points.

Why Us: The three standout features that distinguish this brand amidst market competition.

Desired Gains: The top three benefits anticipated for the brand's target audience, showcasing what they are likely to achieve through engagement with the brand.

Here's a sample of a landing page that we used.

During a 45-60 minute interview, I guide clients through this landing page, fostering discussions on each section to unpack their opinions and sentiments. Over time, this process has evolved into a refined exercise generating definitive insights.

Initially, note-taking during interviews was done in a separate document or diary, leading to distractions and potential loss of participant engagement. The solution that proved effective was the incorporation of sticky notes. Real-time notes were added to each participant's board during the call, allowing them to visualize the landing page and simultaneously observe the evolving insights. This streamlined the process, enhanced participant clarity, and significantly improved the efficiency of the interview process.

In conclusion, the integration of Miro, coupled with the strategic use of sticky notes, has proven instrumental in optimizing our landing page for persona development. This combined approach ensures that our clients not only receive valuable insights but also gain a thorough understanding of their existing conceptual framework. 

By leveraging Miro's visual capabilities and employing real-time documentation with sticky notes, we have not only elevated the quality of our insights but also significantly enhanced buy-in from relevant stakeholders who were now able to visualize user feedback anchored on their brand page. 

Cover photo by Ketut Subiyanto

SPOTLIGHT
Insights from the most recent consumer transcript added to our database
Last question, which apps on your smartphone do you think you can’t live without?
In my life there are different priorities currently...usually my social media is very active , but since I am thinking about my career right now, I’ve turned off my notifications... I like Facebook, Instagram, and a bit of Whatsapp...for shopping I use Myntra, Flipkart, Amazon, Meesho...in games, there is a game called Beach war, and Pubg of course...I joined Facebook in 2012, but 2013 is when I started coming on more actively. Facebook has news feed...what is happening around us...those things, pages that tell you what all is happening...I look at those.
Can you take me through your schooling and college experience a little in-depth?
If I talk about my study schedule as to how I was, I was in another school till class 3 in a Hindi medium school (Adarsh Shiksha Niketan school), I was not at all into studying - wouldn’t study at all. Then, in 2006 my father enrolled me in an English medium school....there were exams in every term... I came first in all three terms. Everyone supported me a lot... my father, my teachers...because to change from a Hindi medium school to an English was a very hard thing to do. I really struggled...I did a lot of labour work, as i became a success...my confidence level rose as well. In 11th and 12th, there wasn’t an option for English medium school, so I had to enrol in a Hindi medium school, and took English coaching on the side, studied and gave my exam I got 66 percent  .  Then there was an option for B.Sc (Bachelors in Science), but I knew I wouldn’t understand much of it... so its better if I do BCA (Bachelors in Computer Applications). I did 3 years of college for BCA...I did a lot of coding which I really liked, so I came back and I did but there were some parts of coding which I didn’t want to do...so in the 2 years I realised that it wasn’t for me. After completing 2 years of it, I wanted to get into teaching which is why I did Diploma in education Elementary education. I decided that I don’t want to teach in a private school, I want to teach in a government college for unprivileged kids. Either I am able to do this or turn to having my own start-up.
What else do you get up to online?
I love watching web-series and movies, so when any new movie or web-series comes, I first read about the what the movie is based on then I watch the movie. For example , there is a movie or a web-series , I search the name on google and it shows the cast, the story...so I read the whole thing. Then I get to know and understand what the motto is to make the movie. If I like what I read only then I go and watch it. Also no matter how good the start is or the story , If I don’t vibe with it in the beginning...then I don’t vibe with the movie as a whole. ...have you always done this, or just with movies and web-series ? I have started doing this for 3 years and at first I would watch movies through the day, but then work would come to me out of the blue therefore there would be distractions... so my system is that If you ever watch a movie , watch it with full dedication and only then would you have fun. ...so after that do you download it, or do you watch it online on a platform?  I watch online if it is available... the rest I haven’t gotten the subscription. The thing is that I’m a student right now, can’t afford to spend, I have to save up. When you start earning only then I can think to spend... I don’t have the money right now , when i do have it then i will surely do it, when I earn well.
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