Unbounce: Empowering Marketers to Build Landing Pages with Ease
Company profile
Company business details
Motivation to build the product
The founders were motivated by the common pain point of marketers who struggled to get landing pages made due to reliance on IT departments. They recognized the need for a solution that would enable marketers to take control of their campaigns and improve their efficiency.Problem that their product solves
Unbounce solves the problem of slow and cumbersome landing page creation that marketers face when dependent on IT teams. The end users are marketers who need to quickly create and optimize landing pages to enhance their conversion rates and overall marketing effectiveness.Their unfair advantage
Unbounce's unfair advantage lies in its user-friendly, drag-and-drop interface that allows marketers to create landing pages without technical skills, enabling faster campaign execution and optimization.Strategies
Idea Validation Stage
Customer Development Interviews
Before Unbounce even started coding, Rick Perreault and his team conducted extensive interviews with prospective customers and marketers to validate the pain points they aimed to address. They reached out to their network and then expanded their search using Facebook ads to target marketers, ultimately gathering insights from 42 respondents who confirmed their frustrations with existing solutions. This process not only helped them refine their product vision but also revealed additional pain points, such as the difficulty of integrating analytics and testing tools, which led to the inclusion of A/B testing features in Unbounce.
Customer Development
Rick Perreault, the co-founder of Unbounce, utilized customer development to validate his business idea before even knowing it was called customer development. He reached out to his marketing peers and conducted a survey using Facebook Ads, targeting marketers with specific job titles. The ad invited them to share their experiences with landing pages, and he received 42 responses from potential customers who expressed their pain points regarding the difficulty and expense of creating landing pages. This validation process confirmed that the pain was universal, leading him to pursue the development of Unbounce.
Pre-Launch (Product Development & MVP)
Content Marketing Strategy
Unbounce began its content marketing efforts six months before launching their product. Recognizing that potential customers were not actively searching for landing page solutions, the team decided to start a blog to establish their presence and authority in the market. They focused on creating valuable content, guest posting, and building relationships with thought leaders in the industry. By the time they launched, they had already built a reputation that attracted attention and interest in their product, which was crucial for their early success.
Content Marketing through Blogging
Before launching Unbounce, Rick and his co-founders focused on building a blog that would attract their target audience. One of the co-founders, who was a marketer, wrote over a hundred blog posts even before the product was launched. They aimed to create high-quality content that would resonate with marketers interested in landing pages and conversion optimization. This strategy helped establish Unbounce as a thought leader in the space and built an audience that would later convert into customers.
Launch Stage
Pricing Strategy Adjustment
Initially, Unbounce launched with lower pricing plans, fearing that higher prices would deter customers. However, after realizing that their customer acquisition costs were unsustainable, they made the bold decision to raise prices for new customers while grandfathering existing ones at their original rates. This shift attracted higher-quality customers who had the budget to invest in their product, leading to improved customer retention and valuable feedback that helped enhance their offerings.
Learn more about Unbounce
My First $100K in Monthly Revenue: Rick Perreault, CEO of Unbounce
