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Written by Dan Wilkinson Content Manager
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17 Aug 2018  |  Software Launch

Your Launch Announcement Landing Page

5 minute read

We break down what a landing page needs to catch the eye of your potential customers and how other companies have approached theirs.

With your product already in the bag, your landing page should be your priority. This is where users scope out your product and either convert or exit the site. By having multiple elements that draw a potential customer in, you'll definitely be able to improve your conversion rate.

To get practical advice on optimizing a landing page for a launch we talked to Marc Edwards from Bjango about his best practices for a good landing page.


Paddle: What is the best way to present a landing page and CTA? Marc: We take a very direct approach. The top of the page shows an elevator pitch for the app. The Download and Buy buttons are near the top. All new features are listed under that, followed by everything else. If the page is long, we replicate the Download and Buy buttons again. This covers the two main scenarios:

  1. Someone knows they want iStat Menus 6, so they can quickly download or buy without scrolling.

  2. Someone isn’t sure if they want iStat Menus, so they read the page first, then download or buy.

What customer flow works best for you? Our main goal is for people to download the software so they can trial it. We hope to convince them through use that it is good. That’s it! It’s a very simple, transparent and direct transaction.

Customer flows

The ideal customer flows leads the customer in smoothly and allows you to convert them with little to no hassle on their part.

Live-chat greeting copy best practices

Having greeting-copy allows you to engage a casual visitor to your site and turn them into a customer.

Visitors who’ve been engaged are more likely to share their initial doubts, stopping them from converting. This allows you to deal with them head-on and persuade them of your value. Gaining crucial customer feedback at the same time.

You’re also less likely to miss out on a customer issue. If they leave a message, you can just return back to it in a timely manner.

You can engage with customers in a variety of situations with direct copy;

  • Asking a new customer “how can I help?”

  • Asking a returning customer “welcome back, anything I can help with?

  • Engaging a returning visitor with an unfulfilled purchase “we noticed you haven’t checked out yet, is there anything we can help with?”

  • Engaging a visitor lingering on the pricing page “looking to choose a plan for you?”

Flixel's live-chat is a great example of covering questions that people may have, before they use their service.



Documentation is very hard to get right, it should reflect a variety of perspectives; those curious about what the product offers, those keen to get started and finally people who are unclear about certain aspects. Ideally, you want to strike a balance between all three.

Titles are an important part of users being able to navigate your documentation. Instead of one word titles outlining the sections, use it as a chance to answer your user’s immediate questions when arriving at the section.

Having annotated screenshots of the process, will definitely cut down on time spent finding a solution. Certain users may only need help with one facet of an issue, seeing a screenshot of the solution process allows them to scroll and work at a faster pace. You should also consider using video tutorials for more involved processes, where a second by second demonstration wouldn’t miss any gaps in the process.

Whilst you should definitely own your own documentation, making it open source is a potential option. This creates a sense of community for other users to being informed by those using the product just like them. By allowing it be open-sourced, users will hone in on what’s relevant and how it can be fixed. Even just by adding a comments section or a “was this helpful?” button allows you to gain a feedback loop on what’s working.

Having to rework sample code mentioned in a solution to is a developer bugbear. If code is involved in a solution; have it in an a markdown format that can easily be copy and pasted. Making it easier for developers to try out your API.

Folivora have well designed documentation that is user-friendly, with well labelled sections that ascend in their depth of information for users.


They’ve used a step-by-step bullet point approach, incorporating gifs on what action need to be completed. They also offer related sections for those seeking further information on the topic.

Demo Video best practices

Having a video available of your product, is a great way to convert time-strapped users.

It's key that you write a clear script of what will happen in the video and each shot’s duration. If there’s a voiceover be clear in what features you want to get across and how it would excite your audience.

A mesmerizing opening is key, you need to talk directly to your audience. This isn’t just a chance to screencast you using the product. Engage people with an offer they can’t refuse, your product should offer value for them, all in the first few seconds. Keep it short; you don’t have to showcase every facet, just the features that will get people hooked.

Avoid information overload. You’ve worked hard on a product and it’s technically amazing, but that’s maybe not the first thing your audience wants to hear. You should address the problem that they’re having and how your product solves it.


Agenda's page perfectly utilizes a demo video, drawing in the visual appeal of their note-taking app. Instead of an embedded Youtube video, they have a full web-based animation. Its deliberately slow pacing, draws you in on how note-taking has progressed and how they differ from their competitors. This approach of emotional branding works best for apps that need to have a strong USP when marketing to customers.

Your Landing Page

By having a landing page that incorporates these elements, you can provide potential customer with a smooth experience that's guaranteed to convert them.

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