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independenceone source · 1 more author in those circles
standing

contested · 2 claims against 1

applies to

b2b and consumer, no audience needed

confidence

medium

evidence

3 claims · 3 articles · 2 receipts

window

2012-09-18 → 2012-12-21 · nothing since 2012

a single source, nothing corroborates it · contested

Decide how much page the pitch needs

One school keeps the pre-launch page to four elements: who it is for, what the offer is, a box for an address and the ship date. The other found that a page which genuinely argues the case both converts better and gets passed around, and that a bare capture form should be replaced quickly with something that teaches the reader about the problem.

Where this splits

Jackson prescribes a four element page and nothing more, while Barry measured a fuller page that sells the idea outperforming his own minimal one by more than two to one on subscribers.

2 claims against 1

Nathan Barry

Publish a page that argues the case fully

  1. 01Do not settle for screenshots and a signup box on the pre-launch page: a page that actually sells the idea both converts better and gets shared
  2. 02Put up a bare email-capture page fast, then replace it quickly with a page that teaches the reader about the problem itself, not just about the product.
the objection · 1 claimJustin Jackson

Four elements on the pre-launch page, nothing more

Put up a landing page carrying exactly four things: a headline naming who it's for and what hurts, a subhead describing the offer, an email box for updates, and the launch date.

What it returned

  • 800

    First book's page was a few screenshots plus a form and gathered 800 subscribers; the fuller second page gathered 1,900 and was shared more

  • Cites Jarrod Drysdale's Bootstrapping Design page, which teaches design through hints and tooltips as you read

Sources

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

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More in landing page

all landing page plays

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

963 corroborated plays to draw from · 3 a week

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