1. Name the audience
In a landing page examples program, name the audience before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this landing page examples step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
2. Match the acquisition promise
In a landing page examples program, match the acquisition promise before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this landing page examples step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
3. Prioritize one action
In a landing page examples program, prioritize one action before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this landing page examples step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
4. Build the evidence sequence
In a landing page examples program, build the evidence sequence before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this landing page examples step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
5. Reduce unnecessary friction
In a landing page examples program, reduce unnecessary friction before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this landing page examples step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
6. Validate mobile and accessibility
In a landing page examples program, validate mobile and accessibility before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this landing page examples step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
7. Implement clean measurement
In a landing page examples program, implement clean measurement before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this landing page examples step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
8. Review policy and trust
In a landing page examples program, review policy and trust before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this landing page examples step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
9. Test one material change
In a landing page examples program, test one material change before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this landing page examples step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.
10. Document and scale
In a landing page examples program, document and scale before advancing. Document the hypothesis, responsible owner, input evidence, accepted output, deadline and stop condition so the decision can be reproduced.
The output of this landing page examples step should be understandable to a reviewer who did not create the campaign or page. That discipline reduces hidden assumptions and improves future iteration.