Creating a long form landing page like GrooveHQ

Here’s what Groove’s landing page conversion rates were- 2..3%

2.3% conversion rate


The traffic that you drive might not entirely be primed to convert but that doesn’t mean there’s no opportunity.


But even then a 2.3% conversion rate is at best measly.

If you want qualified prospects the best thing you can do is get a better conversion rate.


Here’s how to improve landing page conversions:


Learn everything about creating high converting landing pages

It’s hard to get a high converting landing page when you don’t know the abcs of landing page optimization. It’s easy to insert your opinions into the design process corrupting the conversions you’re going to get. So informing yourselves with stand best practices is the first thing to do.

A new project warrants attention in time and learning. Your plan should be to try and learn from people smarter and more experienced.

2) Talking to the Experts

The next obvious step is to contact experts in the field because reading can only take you so far. To validate what you learnt and the hypothesis you came upon on how your landing page should look and the story you tell you need expert advice.

  • Conversion optimization bloggers who have 200000 readers.
  • A landing page agency
  • Marketers who have written about CRO.

To not skew feedback don’t tell about your conversion rates at the start itself. You want to ask open ended questions on improving your landing page conversion rates rather.

These results that you are going to get are going to help you guide your decision making.

Find out the problem you’re solving instead of barging on the features you have .

Our Old Subhead


Instead of talking to customers like other marketers do, steer clear of the marketing speak.

Instead introduce nonchalance into your copy. You should ideally use your own voice talking in the manner you normally would talk.


Instead of using your own voice to talk and talk the way you lace your speech with adjectives and nouns familiar to you, talk to people in the language they are familiar with using nouns and words they know of.

If you want to build relationships only few things are more valuable than asking for genuine feedback. The insights they offer will help you understand more about your customers.


3) Talking to Our Customers

To learn in the language customers speak and to get the spotlight on concerns they are most interested in you should first talk to customers and find out the single most important thing to them.

You can use it to contact customers who do the most business with you or spend more hours using your tool. You really need to listen to what’s troubling them.

There were no surveys, no 10 minute yes or no questions.

To understand what you want you need insights not just raw data and the best way to do this is by actually talking to people.

They used phones and skype to ask people a set of probing questions. These questions were designed to gain insights into what they liked, what their problems are and what they hated and loved about the product.

  • What problems were you hoping Groove would solve when you signed up?
  • What has your experience with Groove been like so far?
  • What was getting started with Groove like?
  • What was your aha moment — the moment you knew you loved Groove?

THe questions’ answers can surprise you. You will be able to use those answers to set the foundation of what you want people to ask.

Customers are your marketing teachers and can help you learn a lot more about business than any book or course can.

4) Talking to New Customers

Weu might already have a little bit of idea regarding what customers are thinking. However you might want to go deeper into decision triggers that made someone sign up for your site. That’s the same kind of thinking that inspired the guys at Groove to learn why people signed up for them, when the feeling was fresh in their minds. That means you will be better able to target the right audience with messaging that works.

To get answer to the question, the simplest thing to do is ask the question to new signups.

To this end, Groove modified its welcome email campaign with a question to its users.

The question was fairly simple: Why did you sign up for Groove? The email usually gets a 41% response rate and gave them more insight into why someone signs up to the service than any other email they sent.

The overwhelming feedback from Groove that compared to other services like Zendesk, Groove offered much more personalized customer service. And that’s the biggest reason why people signed up. They hated the ticketing system that turned real people into robots. Instead, they wanted emails and real names and personalized customer service.

The reasons foir signup vary a lot between people who just signed up and people who have been using Groove for long say a week or longer. The responses tend to skew for more features in the app.

To convert more of the visitors who landed on the site, it was critical to ask this question the first chance they got. What drives customers to buy is easy this way. Immediately ask them this question after they sign up. Don’t wait for too long.

Defining who you are and where you want to be

The key thing to do is to create a messaging around your brand that customers can understand. 

Groove decided to interview themselves. This was a research that was performed on lines similar to when they were deciding what the blog will be about, what it will cover and who it will target.

The Groove team helped find answers to a set of questions that helped them get a better idea regarding who they were and whether everyone saw themselves in the same light.

You can do the same. Doing so will help you get a list of ideas , it will start conversations and will give you a number of conclusions that will help you develop a cohesive team with one core goal.

The research, customer insights and answers will help you build a better product, a  better landing page and tell others your story.


Armed with our research, our customer insights and our own answers, we started to build. Before you start writing your landing page or tell your story to others you need to first believe in the story. This will help bring your team close to each other.

Building a copy driven design

In every site design, most people focus on how the design looks. Looks drive everything else.

The designs come frist, then the copy and then edits for the copy.

This is more expensive. It also compromises your messaging. You are focused more on looks rather than the core idea you want to sell.

Take the data you get from interviewing your team and other people. Shore up customer conversations, learn with introspection and how you’re going to tell your story in the right way depending on your findings.

You may want to go ahead with a long-form landing page but you need the data first to play that out.

Build a wireframe design of the page based on elements you can gather.

The layout is mostly a starter’s guide that you can use as a temporary placeholder for your text. You should be flexible with the idea and it should shape the copy you are writing.

Then create the copy. It can be initially many pages depending on the data you gathered. You should also have a place for putting out customer stories and use cases in the form of testimonials. People should be able to visualize themselves using the product.

And find out all the benefits of doing business with you.

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