From Zero to $10M ARR: Breaking down the anatomy of a $5M ARR Landing Page

Welcome back to issue #7 of the Zero to $10M ARR newsletter. Welcome to issue #7 of Zero to $10M ARR newsletter. So here’s the deal… Next week, I’m going to have some crazy exciting updates for everyone as we’re about to enter the growth phase of Helply. I know that is the content most of you are here for. Actionable, no non-sense, realtime updates from the trenches as we actively grow a company from nothing to $10M ARR. But in the meantime, I wanted to jam pack this newsletter with some actionable high value material. So, I figured we’d focus on breaking down 3 areas that EVERY SaaS founder has in common at the cornerstone of their business. We’ll be covering: - The anatomy of a high conversion, B2B SaaS landing page (in this case, Groove’s $5M ARR landing page). - A mini-lesson on how Facebook mastered user activation and the takeaways you can implement at your startup, today. - A few fundamental truths I feel we could all benefit from being reminded of… ​ So without further ado, let’s dive in! Breaking down the anatomy of Groove’s $5M ARR landing page Look, I’m not going to say this is the ONLY page structure you’ll need. But it’s served us very well. There’s been a little bit of evolution in the Conversion Rate Optimization space over the last couple of years, but so many of the fundamentals remain the same. With the Groove landing page, we double down on all of them. This landing page has been through the absolute ringer and is currently in an optimized form (we tested HUNDREDS of variations). And, if I’m just being straightforward: it converts like crazy. P.s if you like this breakdown, let me know and I’d love to breakdown successful landing pages from other B2B SaaS companies and why they work (or, why they don’t). Alright, let’s dive in. 1/ Heading and subheading + social proof Include a benefit driven value prop. It is the first thing you notice. Our ICP are small to mid size B2B businesses, their biggest issue is that customer support is a headache. We address this from the outset. This is then reinforced by our first peek at social proof which we will revisit later on down the page (we’ll get to that). Also, very important: our headline utilizes a primary keyword in “Customer Support”. This might seem simple or like a no-brainer, but layering SEO throughout you LP is critical. ​ 2/ Objection handling above the fold The primary objections we’ve found are giving a new company your credit card information and friction involved in testing out a product as involved as a helpdesk. We want to dispel these objections quickly and efficiently. We do this by highlighting the following 3 points: - 7 day free trial - No credit card required - Full access to all features ​ 3/ A no distraction sticky header Once you start scrolling there are is nothing to click except for the main CTA and Book a Demo. Less choice, less distraction, more conversion. This sticky header also continues to reinforce objection handling. No credit card required and setup in less than 2 minutes. This header stays with you for your entire journey on the landing page. ​ 4/ Benefits lead to features When practicing persuasion copy, the goal is to have the benefits front run the features. What do I mean? The heading mentions the benefits and the subheading talks about the features. Once we learned this, it became a game-changer for conversion rates. ​ 5/ Social proof Brand logos and testimonials from above the fold are now brought into focus with quantifiable proof: - Quotes - Reviews - Data - Awards ​ We use our 4.8 star G2 rating. Our consumer based G2 Awards. Reviews from support leaders using Groove. And, reinforcing the 118,000 help agents who use Groove everyday. ​ ​ 6/ Prominent CTA at bottom of page End on a strong note. We drive you down to a final reminder on how to take action, reinforcing the social proof with a quantifiable data point + logos, another round of objection handling and two big, prominent CTA buttons. ​ ​ A mini-lesson on how Facebook mastered user activation and the takeaways you can implement at your startup, today. Chamath Palihapitiya, the first head of growth at Facebook, gave an interview where he shared the key to Facebook’s growth: He said that after ALL the testing they’d done, the single biggest key to their success was… Getting a person to 7 friends in 10 days. But, they realized something important. Seven friends in ten days IS NOT the core value prop. Facebook’s real core value prop is getting an interesting feed of content 💡 The seven friends in ten days is what needs to happen in order to have a high chance of experiencing the aha moment, but it’s not the aha moment itself. — This paradoxical nature of the A-Ha moment in user activation has single-handedly destroyed thousands of startups. Here are 4 steps to discover your companies A-Ha moment using a matrix (using A B2B tool we all know as an example: Google Meet): Actions Hypotheses (Left-hand side): - First meeting hosted. - First meeting hosted with a quality rating of four stars or higher. Correlation Metrics (Top row): - Correlation with Habit Moment - Correlation with Long-Term Retention ​ Filling the Matrix: For each action hypothesis, evaluate and fill in the following details: - Correlation: How well does this action predict continued use and retention? - Sample Size: How many users perform this action? - Positive Predictive Value (PPV): Probability that users who perform this action will continue using the product. - Negative Predictive Value (NPV): Probability that users who do not perform this action will not continue using the product. ​ The Steps Step 1: List Potential Aha Moments with qualitative descriptions - Identify different action hypotheses for the aha moment. Each action should signal that the user experienced the core value prop for the first time. ​ Example for Google Meet: - First meeting hosted. - They host a meeting without technical glitches and enjoy clear audio and video with a quality rating of four stars or higher. ​ Step 2: Correlate with Habit and Retention: - Lay out the correlation between these actions and the habit moment as well as long-term retention. ​ Example for Google Meet: - Measure the correlation of hosting the first meeting with retention rates over the next 30 days. - Measure the correlation of hosting a high-quality meeting with the likelihood of scheduling subsequent meetings. ​ Step 3: Evaluate Metrics: Evaluate each potential aha moment based on its correlation, sample size, positive predictive value (PPV), and negative predictive value (NPV). Example for Google Meet: - High correlation: Hosting a meeting with a quality rating of four stars or higher within the first seven days. - Moderate correlation: Hosting any meeting within the first seven days. - Low correlation: Sending meeting invitations without hosting a meeting. ​ Step 4: Iterate and Refine: - Based on user data and feedback, continue testing and refining your metrics. - The aim is to identify the most predictive and actionable aha moment metric. ​ Example for Google Meet: - Assess each potential aha moment metric for its correlation, sample size, positive predictive value, and negative predictive value. - Create a measurable metric: first number of times a user performs the core action within a specific time frame (fXaY). A few fundamental truths I feel we could all benefit from being reminded of… I had a family matter last week that shook me to my core. Everything work-related came to a full stop. I was 50/50 on posting this because I don’t want to sensationalize something so personal, but there’s too many life nuggets not to. Head on over to [today’s LinkedIn](=) post to check them out and let me know what you think. I’d love to be reminded of any other life lessons in the comments. We’re not alone on this journey. I truly believe that the ability to share with our communities, and hear + learn from other unique perspectives who have also been through life’s ups and down (that means all of us) is really one of the most beautiful privileges the internet has brought us in this age. So, while this doesn’t fall in the category of hardcore actionable growth strategy, I think it’s important we get back to fundamentals from time to time. Sometimes, it takes a massive wakeup call to remind you about what matters… Alex CEO & Founder, [Groove](=) & [Helply]()​ P.S. I’ll also be posting on LinkedIn seven days a week, 365 days a year. I’d love to hear your feedback on the new newsletter in the comments of my latest post. I read and reply to every single one. ​ Don't want to hear from us? You can [unsubscribe here](.