(Rant) What a snobby, begrudging comments section. Well done to OP for writing a detailed summary of a succesful productised service that they got off the ground as well as a solid list of actionable tasks you can take to improve your own product.
They've outlined how their clients have loved the service, it's been financially successful and everyone is happy, yet all people here do is complain about a) how this is the downfall of the internet b) there's some technical or editorial minutiae of the post itself they dislike c) how they could have done it better d) what they're doing is just plain wrong or unimportant.
If HN had its way, every product and service on the planet would be devoid of marketing, sales or design and the only way you could buy it was via the command line. Infuriating.
Ah, the contrarian dynamic strikes again:
(1) an initial wave of objections to the article;
(2) a second wave of objections to the objections;
(3) those get upvoted, so that
(4) the most popular comment becomes the one about how the site is so negative, all people do is complain, etc., producing
(5) irony!
https://news.ycombinator.com/item?id=24215601
https://news.ycombinator.com/item?id=25434665
https://hn.algolia.com/?dateRange=all&page=0&prefix=true&sor...
If you study this phenomenon, it becomes clear that the difference between (1) and (2) is not negativity, just timing. And the upvotes of (3) are negative in the same way. Negativity about negativity is not positive. It's an idempotent operation.
(Edit: I hope it's clear that I don't mean to pick on you or anyone else personally! This is a systemic problem that we're all part ofâthat's kind of the whole point actually.)
If we want a solution to the ambient negativity that can afflict HN threadsâwhich we doâwe need to tackle it a little more deeply. We all need to become aware of how the same negativity that we perceive in others exists in ourselves, and without cheap avoidances like "well, the others do it worse". It always seems like others do it worse; everyone experiences that. It is the chief way we avoid looking at ourselves.
If we admit that we're all just mirroring our own denied negativity to each other, we can start taking steps to a solution. Not that we'd never be negative any moreâbut maybe we can get less mechanical in our responses if we learn something about how the mechanism works in ourselves. Denouncing it in others doesn't workâthat's how the problem recreates itself: all this disowned negativity keeps circulating through the system, when what's needed is for people to work with it internally so that it can start to shift a little.
That's why the site guidelines now include this line: "Please don't sneer, including at the rest of the community." â as a baby step in that direction. The HN community has been around for long enough that I think we can take this as a task to work on together. It would be a big step towards optimizing this place for curiosity (https://hn.algolia.com/?dateRange=all&page=0&prefix=true&sor...), which is what we're all here for.
Sometimes I would like to see comments divided in two sections: 1. discussion strictly about the contents of the submission and 2. all the rest, which I would call meta. Meta would be hidden by default and often would be a catch-all for many types of negative comments in type of ("the page is unreadable", "I hate marketing", "I don't know what this is"). I know that many of my comments, like this one, would go to the meta section, but sometimes when I think about it like that I decide not to write a comment. Interesting thing would be to divide karma and weigh content comments by content karma and meta comments by meta karma. The problem would be that a reply to a content comment could be meta, so maybe every thread would have its own section?
One question is how would you categorize them. It could be some combination of software, user input, and moderator action, and there are problems with all three.
I would use the word 'generic' rather than 'meta'. Generic includes meta but also all other predictable themes, and a subthread that goes off-topic isn't necessarily badâwhimsical tangents can be interesting when unpredictable, as long as they're not done too often (at which point they'd count as generic).
We downweight generic subthreads and the current certainly counts as that, but I haven't downweighted it in this case because it seemed more important to communicate to the community about this.
https://hn.algolia.com/?dateRange=all&page=0&prefix=true&sor...
That sounds amazing!
That would get the content separated from the noise. I'd love it. The problem with these meta topics is that they are like the bike shed problem--emotionally driven, easy to get sucked into, everyone has an opinion, but ultimately, a distraction that takes away from the important stuff.
Here's an implementation. We have up and down voting. Let me vote these sideways.
This would be a left arrow, which hides them for me--conceptually like kicking them off the screen--and if a quorum develops past a threshold, by default for anyone with "meta" turned off.
I have gotten so much more information reading the comments than the article.
A lot of the "meta" is useful to me.
I come here for the comments, and like all the comments, even most of the silenced blurry ones.
Sometimes it sounds like a echo chamber, but I like the diversity of this crowd.
I think most of the regulars here realize HN has some strong rules. A bit too strong for myself, so I refrain from saying what I really feel.
I think most of us know the culture at Hacker News. Would I like to see the boundaries expanded--yes, but I understand most of you are afraid of this site becoming Reddit, and so am I.
A bunch of niceties over a article, or controversial subject, is not helpful to me.
(More meta coming up. Does anyone know the exact source code to HN. I've seen the old source code at Git. I'm looking for something current. I want to learn Lisp, and programming a site I like would be nice. Or, is there another language better suited (I guess more libraries) that would be a better fit for a HN clone?)
Well, a lot of what you describe as meta (e.g. "this page is unreadable") is explicitly against the site guidelines, and much of the rest is more-or-less implicitly against the guidelines (ie, HN is for discussions which gratify intellectual curiosity).
The right thing to do is to downvote it. If you can't downvote comments yet, well, they'll usually get downvoted by others soon enough. IMO, the nice thing about HN is that for all that it's imperfect, compared to most of the internet the community moderation (and official moderation) works very well!
There are also comments that are perhaps not exactly related to the story, but are adjacent enough to be on-topic or arise naturally from conversation. It's natural for conversations to move between topics, and many of these discussions are super interesting!
Is the solution that no one ever issues legitimate criticism, or that no one ever posts anything worthy of legitimate criticism? Personally, I don't find it ironic or hypocritical when people issue legitimate criticism of anything, including legitimate criticism of the preponderance of illegitimate criticism on this website. These are not two instances of "the same negativity." Issuing legitimate denouncements of people who are issuing illegitimate denouncements is not "the problem recreating itself." This is pretty much a textbook example of the paradox of intolerance.
I would say you're too focused on the legitimate-vs.-illegitimate binary. HN's goal is to be interesting, a.k.a. to gratify curiosity (https://hn.algolia.com/?dateRange=all&page=0&prefix=true&sor...). For that we want comments that are thoughtful, substantive, and above all unpredictable.
Can there be comments which are legitimate but nevertheless also predictable, unthoughtful, unsubstantive? Sure there can. We don't need those here. They don't affect threads in a good way.
Can there be comments which are illegitimate, but nevertheless manage to be thoughtful/substantive/unpredictable? Surely this must also be possible. Such comments could well make for interesting conversation, in which case they'd be fine.
There's no rule requiring commenters to be right (which is handy, since to a first approximation we're all wrong about everything and rarely have any idea what we're talking aboutâthis is what they used to call "the human condition"). When people approach conversation with a strong need to be right, that doesn't lead to curious conversation, it leads to the situation in the famous xkcd classic.
I'm not saying that the truth doesn't matter and certainly not that people should just bullshit. Bullshit is a lot less interesting and more predictable than it assumes it is. I'm saying that an open-minded, exploratory, conversational way of looking for the truth yields best results here, and trying to categorize things as legitimate vs. illegitimate isn't in that spirit. As for "legitimate denouncements", god help us, that covers every denouncement ever made, as far as the denouncer was concerned.
You gave me a headache
Small observation on this great comment :)
I noticed on twitter that the culture (at least in my bubble) valued âsmartnessâ over empathy. In attempt to say something âsmartâ it lead to many snarky responses.
I also noticed this pattern in myself, which is why I stopped replying to tweets. (It was easier for me to stop replying than stopping to reply in a snarky way).
For twitter I think this is not only a question of community, but also a question of design (ui/ux). And how the ui/ux shapes the community.
If I ran HN, I would consider if there are any (small) UX changes in the comment flow that could improve the âwell, actuallyâ/contrarian metric.
Do you have any ideas for how that could be done on HN? What about Twitter UX in particular do you think leads to that dynamic?
It really is amazing. He's helping people improve landing pages.
It's not how to generate spam, robocalls, improve your targeted facebook ads or some other form of active marketing - it's about making your passive marketing message more effective.
I dunno why everyone assumes all marketing is bad. Without marketing how the heck would you ever learn about or even find potentially useful products? As with all things moderation is key and this guy is focusing on the most neutral kind of marketing out there!
> I dunno why everyone assumes all marketing is bad.
Because 99% of marketing is bad.
Are you sure you're not just weighing that heavily based on how frustrated you are by a given piece of marketing and thus heavily over-counting the "bad" marketing and under-counting the huge amount of marketing that doesn't stand out and frustrate you?
99% of marketERS are bad.
Only like...80% of marketing is bad.
> I dunno why everyone assumes all marketing is bad.
All marketing is inherently untrustworthy by virtue of conflict of interest. The people trying to sell products have every incentive to lie and mislead potential consumers. At best you get language that emphasizes upsides while downplaying downsides.
There's a reason people search forums like reddit when they need real product reviews: marketing simply cannot be trusted.
> Without marketing how the heck would you ever learn about or even find potentially useful products?
Word of mouth.
> The people trying to sell products have every incentive to lie and mislead potential consumers.
Absolutely not, unless your business model relies on single sales.
In functioning organizations with actual products, marketing and sales are advocacy functions for the customer as much as they are revenue functions for the business. They're how you know what to make and who to target.
Word of mouth works, but can be very slow and still faces the problem of getting those first users. Where did the first person in the chain hear about it if not for marketing or self promotion? At some point the word has to reach someone who can actually spread it before anything will happen. So many awesome products and services die because they aren't flashy or cool enough to drive viral word of mouth spread.
I'm quite familiar with this, as my reverse image search service SauceNAO has never done any kind of paid marketing. It took years for users to spread the word to any significant degree. Even now, nearly 13 years later, there are many people who would benefit from it greatly who have never even heard of us...
Word of mouth is something you can optimize for. Multi-level marketing schemes and social networks both do this.
I would prefer companies to focus on landing page quality than to start altering the product to turn customers into salesfolks.
Marketing is no more inherently trustworthy than any other form of communication. Of course it's important to have some personal ability to detect deceit, and it's also important to have systems in place to disincentivize deceit. But the fact is that, when such systems are not in place or are not sufficiently strong, of course there are many cases where people are incentivized to lie with any form of communication.
I'll admit I felt a less than positive impulse from the title of the article.
Probably the 'roasting' part reminded me of bikeshedding / every yokel with their own advice that occurs surrounding a font or button color or something .... that's kinda a horrible peeve for a lot of folks and came to mind for me.
But the article and ideas seems sensible.
Landing pages are hard, I think there's a lot of magic and weird theory out there on them. I did enjoy how focused and down to earth this article / his advice was.
Anyone who felt similarly I suggest giving the article a read, it's pretty good IMO. Probably not going to turn a landing page into a customer magnet but nothing really does that and I think the advice is good / I find it useful.
I saw this in the wild (Twitter I think) before I saw it here and ignored it because of the name.
I almost did here, for the reasons stated.
I very much would have ignored it on Twitter ;)
Glad I did not here.
I definitely hear you but at this point its kind of why I come to HN and why I tell my software students to do the same. I think you're right that if a lot of these folks had their way the only way to do anything on a computer would be through a terminal interface, but when its not taking the form of an inactionable rant that just feels like such a beautiful kind of idealism to me and a valid / real perspective shared by a lot of engineers. I too cant help myself from occasionally dreaming of some alternate reality where GUIs were never invented and all the problems of addictive online media were somehow magically sidestepped.
In any case even though I could have done without the repeated revenue stats being thrown around I think its great this guy made the extra effort to consolidate his observations and conclusions as an open resource. What more can we all do as members of this community?
That said after reading the article and a lot of the comments I did find myself wondering, if we stopped treating our users like 12 year olds would they stop interacting with our sites like 12 year olds? And is that even something we'd want?
> ... if we stopped treating our users like 12 year olds...
This is not what the OP is suggesting. He's paraphrasing a well-established usability guideline [1] to use text that has a readability score of 5th grade or lower, because people are in a hurry and they don't read text on the web, they scan it. Using more complex sentence structures in this context only leads to misreadings and misunderstandings.
[1] https://www.nngroup.com/articles/how-users-read-on-the-web/
A dev in my department is doing a POC to demonstrate the relationship between the quantifiable readability (albeit in Japanese) of a companyâs securities filings and that companyâs financial performance. That project, and the nngroup link you kindly shared make me think readability is a legitimately important consideration when designing a landing page as the OP is suggesting.
like such a beautiful kind of idealism to me
dreaming of some alternate reality where GUIs were never invented
This is the ideal dream state you send your students to absorb? A bunch of terminal-users obsessed with building everything in the terminal? Why indoctrinate your students into that?
Note: Reading over the above I realize it sounds antagonistic, probably because I formed everything as a question. I don't mean it to be antagonistic. It's just me not understanding where you're coming from.
if we stopped treating our users like 12 year olds would they stop interacting with our sites like 12 year olds
Yeah, maybe. But... I'm not sure if you want my dad to be part of your idealized future, but if you do, the terminal is not going to be the way to do it
I'm all for finding ways to empower users, but how does that lead to you getting off the train at no GUIs, instead of better GUIs?
> I too cant help myself from occasionally dreaming of some alternate reality where GUIs were never invented and all the problems of addictive online media were somehow magically sidestepped.
MUDs were before my time, but I have a friend that claims to have spent hundreds of hours playing these text-based games.
Addiction is a human issue and isn't limited to one form or another.
> MUDs were before my time, but I have a friend that claims to have spent hundreds of hours playing these text-based games.
> Addiction is a human issue and isn't limited to one form or another.
For me it was newsgroups. (Sure, I read them in a Windows-based Usenet reader, but it was the contents that were addictive, and that was all text.)
Treating the masses like children is a habit that predates the Internet. But it's not always bad. Pruning a landing page's CTA to be as succinct as possible is necessary because time is the universal currency, and we only have so much of it to spend.
This sounded interesting so I clicked on TFA.
OMG it does that thing I can't stand in news publications of repeating the same thing over and over!
This is literally the first 8 lines of TFA:
- - -
What I learnt roasting 200 landing pages in 12 months
200 roasts, ÂŁ70,000 in revenue and 642 cans of Diet Coke later.
What I learnt roasting 200 landing pages in 12 months
200 roasts, ÂŁ70,000 in revenue and 642 cans of Diet Coke later
200 roasts, ÂŁ70,000 in revenue and 642 cans of Diet Coke later
12 months of roasting landing pages
Over the last twelve months I've roasted the landing pages of 200 startups.
- - -
I get so annoyed when news articles do that, because they skimp on writing abstract leaders by simply duplicating text from the opening para.
I don't know what else this article says because I stopped reading and closed the tab.
That is a quirk of Ghost, it took the summary text from the blog homepage and inserted it into the post. I fixed it.
I didn't purposefully use that phrase repeatedly. Thanks for spotting.
Your post got roasted!
The roaster became the roastee
The content is algorithm first, not human first. I too refrain from consuming articles written for computers.
Is this why recipes online are such a pain?
"Want to check my roasted platypus recipe? Check out this 1000 words tell on why I love roasting platypuses"
Of course paired with an auto play video of unrelated content.
"I'll get to the recipe in a minute, but first let me tell you about the time I dropped a penny into the Trevi Fountain in Rome. You see, I had just broken up with my first boyfriend and..."
F%(*ing insufferable madness
Copyright. The recipe itself can't be copyrighted, but the descriptive text around it can. This created a style in print media that carried over into the online world.
It's pretty sad webpages now are written for search engines to parse and only incidentally, for humans to read.
It wasn't written for search.
Nobody googles titles like 'what I learnt'
The blog post shares every single insight I learnt reviewing landing pages and running my business without any SEO implemented at all.
This used to be the case but Google is getting much better at understanding topics and how they relate to each other. These days, writing good quality content that is comprehensive is best for humans and Google. Sure there is some gaming of the system but it's not like it used to be
What is TFA?
It stands for âThe Fucking Articleâ.
For a more sensible answer, I use "The Featured Article"
TFA (thanks for answering).
The Fabulous Article
Similar to how RTFM stands for "Read The Fabulous Manual"
If anyone is curious, the historical context for this (probably) comes from Slashdot, circa the year 2000, typical use is/was "I didn't RTFA, but..." or "did you even RTFA?, because..."
"Nearly every founder was able to capture their product or business USPs gracefully in the form, but only about 1 in 5 had this language on their landing page."
I cannot belive how many landing pages I go to for prodcuts and I can't figure out what they actually do, or why to use them over X. It's shocking.
Indeed! The Curse of Knowledge strikes all the time if you aren't on constant guard for it. https://en.wikipedia.org/wiki/Curse_of_knowledge
I tend to assume the issue is not that they can't explain things, but they don't want to. Plenty of companies spend a lot of money creating manuals to explain exactly how everything works, and then hide them away so that potential customers can't look at them.
The most common reason seems to be a desire to force you to talk to sales.
> I cannot belive how many landing pages I go to for prodcuts and I can't figure out what they actually do
You can do anything at Zombocom. [0]
I can't believe how many years this site has been around, and it's still essentially the same site. The only change is that it now uses JavaScript to animate the spinning circles rather than Flash.
"The only limit -- is yourself!" -- after all these years, I still love that site. Still good for a laugh.
Why am I getting a warning page for Zombo.com now?
This could, however, be a way to implement one of the recommendations of this site: address the most niche audience you can until you reach a critical mass of customers. If you don't understand what the service/product is about, you're probably not part of the target niche.
That said, there's also just really bad web sites out there, no doubt.
This also applies to open source projects on GitHub.
@ollymeakings, the key point I would have loved to learn was how effective your service was. So by implementing (some / all) of your advice, how much did the conversion increase over next 3 months or so? (with no additional marketing and other implausible but desirable assumptions). You do mention "as I built evidence of the roasts increasing conversion" but leave the evidence hanging. Or perhaps I read the otherwise quite comprehensive piece too hastily. Interesting stuff, thanks for sharing!
Yes there is an issue with the client agreeing with me sharing the data. It's something that is being addressed with new clients.
The main thing is to ensure you AB test. Lots of what's in the post is proven, not just by my own experiments, but by organisations like Unbounce who have global data across 1,000s of pages.
However the true key to improving your own loading page is to grow and act on your own quantqual data.
As @transitus said, some quantitative statements about results would be really helpful here. I hope you can get some. Other than that, what youâre saying is very convincing.
Olly here, founder of roastmylandingpage.com
Happy to answer any questions about the service or business not covered in the blog.
You can also see the post as tweets, with visual examples from landing pages here: https://twitter.com/helloitsolly/status/1390310904563224581
You talk exclusively in qualitative statements, but do you have any quantitative data to back up any of things you are saying? Its all well and good to say what you think someone should do, but without actual data to back up these statements why should I believe you? You're just some random dude from the internet, and just because you said something, does not make it true.
You say for example "Contrast your product with competitors and the current way of doing things." but what data do you have to substantiate that this is anything other than your / intuition / opinion? What kind of conversion rate lift did you clients see by implementing this particular tactic while controlling other variables to ensure the integrity of the test?
As someone who's spent a fair amount of time on CRO in the past, I appreciate that most of what you're saying is probably right as it's all broadly speaking conventional wisdom in the CRO space, but it rings somewhat hollow without actual data to back it up. I understand data sharing agreements with clients can be difficult to arrange, but had you even included data on how the tactics you're recommending had impacted the conversion rate of your own landing page you could have at least had some proof in your pudding.
I think including the example images in the original blog post would have helped to convey your points better.
Yep, this post wasn't 100% complete. Someone else posted it.
No complaints here but going to add images in asap.
The article has acronyms (USP, CTA,...) that the author never cares to actually explain what they mean. I find that it's a really opaque and hostile way to approach a subject and it mostly makes me feel like the author wants to sound like he really knows what he's talking about. He stretches simple points (Have a clear mission statement/product description.) into longwinded statements with unnecessarily complicated jargon. Really just feels like I'm being pitched a service the whole time I'm reading.
Unique selling point and call to action.
I will actually correct that as one of my insights is to remove confusing acronyms to improve legibility.
Sorry the rest didn't work for you.
I wrote something that might help: https://github.com/skorokithakis/expounder/
I don't know why you got downvoted because this is a good idea.
The only criticism I have is that usually the dotted underline is associated with adwords on some sites. I don't know if there's a better way to do it. Superscript question marks at the end of the phrase?
Iâve never heard of USPs before this article. Stopped reading to google âUSPs landing pageâ which returned links to usps.com, the US mail carrier.
CTA is pretty well known though. Regardless, explaining those acronyms would improve clarity.
Fantastic info, thank you, @ollymeakings!
As you mentioned in the comments here, your article assumes that the business already has product-market fit. Do you have advice for people who are at the idea stage and are building landing pages as a way of finding product-market fit?
I've been building a landing page to test out a consumer-oriented travel app idea before I build it. Ideally, I want to build a community of users before creating the app and learn from them what to build. Conversion at this point means signing up for an email list, then I reach out with a personal email. Not fancy, but it's a start.
I see the landing page in my use case as a conversation starter: "Sign up for this app! Actually, the app doesn't exist yet, but I'd really like to build something like this for you. Does it strike your interest?" Not in a bait-and-switch way.
Thanks again!
P.S.: I'm an engineer transitioning into entrepreneurship. Learning that marketing is my chief responsibility--and what marketing really means (way more than advertising)--has been an eye-opener for me. Here are some other landing page resources that I've found helpful:
Rob Hope's Landing Page Hot Tips ebook: https://gumroad.com/l/hottips/root
Harry from Marketing's guide to landing pages: https://marketingexamples.com/conversion/landing-page-guide
I, for one, really enjoyed reading your advice and mostly agree with them. It's like that book "Don't make me think".
I've had some of the most confusing times when a HN link points to a landing page. I personally prefer getting a readme on github. But some of them completely forget to describe what the thing is/does/improves, too.
I really dislike landing pages. But I also realize I'm probably sitting on the porch shouting and waving my cane :)
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