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
