SaaS Landing Page Project
Project Overview
In Q4 of 2024, I was tasked with preparing a landing page for BuildMySOP, a company in the cannabis compliance space. The goal of the project was to create a conversion-optimized landing page to generate sales and interest in the launch of their new compliance management platform.
The project needed to be completed before the company representatives attended MJBizCon. The company reps in attendance would drive traffic to the site via promotional materials featuring a QR code to both the landing page, as well as a survey page.
Project Specs
Features
- Single-Page Website
- WordPress CMS
- Conversion Optimization
- Mobile Responsiveness
- Product Highlight
- Pipedrive CRM Integration
- PandaDoc Integration
- Live Chat
- Visitor Info Capture
- Survey
- Strong Calls to Action
- Age Verification Pop-up
- Contact Form
- Testimonial Carousel
- Social Media Links
- Featured Client Carousel
Project Life Cycle
My Role
At BuildMySOP, I was the Operations Manager. In the months leading up to this project, my efforts in that role largely pertained to the implemention of the CRM and overseeing RevOps. The company goal was to scale their sales from an executive-led model to a broader direct-sales and in-bound sales model.
The executive team wanted to place a greater emphasis on sales for their Saas product: The Operational Tools Subscriptions.
Therefore, my directive was to spearhead all phases of the project to build a page specifically engineered to drive interest and conversions for this product.
I was the DRI for all phases of the project: initiation, planning, execution, monitoring and controlling, and closure. I was also the lead developer for the site itself.
Initiation
- Business Case
- Company executive team wants to increase awareness of the Operational Tools Subscription in order to create subscription revenue stream
- Executive team wants to use upcoming MJBizCon as an opportunity to launch this product as part of a coordinated awareness campaign
- Project Goals
- Launch a conversion-optimized website featuring Operational Tools Subscription ahead of MJBizCon 2024
- Ensure site is fully-integrated with company sales tech stack (Pipedrive, PandaDoc, Gmail)
- Site must be mobile-optimized, allowing reps to showcase company reputation, product features, capture visitor data, and drive traffic to event survey from their mobile devices during the event.
- Benefits
- Lead capture on the site will be integrated driectly with company CRM
- Site will create new opportunities for direct sales representatives to follow up with visitors who have engaged with website CTAs, survey, and communication tools increasing the number of warm/high-interest leads
- Integrating the site via Pipedrive’s Live Chat and Contact Form features further enriches sales data
- A light, mobile-responsive site allows company reps at MJBizCon to easily demonstrate company reputation and product value
Planning
Scope Definition: Finalized the requirements for the landing page, including mobile optimization, CRM integration, and lead capture features.
Timeline: Set a project timeline to ensure the site was ready for the MJBizCon 2024 launch. The project was initiated in mid-October. Site launch date set for December 1st, to allow ample time for testing and handover in advance of the event.
Resource Allocation: Assigned tasks to team members, including creative team handling the creation of a video to be featured above the fold, sales reps, and CEO to ensure smooth execution.
Tech Stack Integration: Planned the integration of Pipedrive, PandaDoc, and Gmail to streamline lead tracking and follow-ups.
Execution
Design & Development: Collaborated with the design team to create landing page video. I handled the development of the landing page. Further coordinated with stakeholders on sales and executive teams to ensure copy was accurate, and product feature highlights matched their goals.
CRM Integration: Implemented Pipedrive’s Live Chat and Contact Form features to capture and enrich lead data.
Content Creation: Developed compelling content highlighting the Operational Tools Subscription’s features and benefits.
Testing: Conducted thorough testing to ensure the site was fully functional, mobile-optimized, and integrated with the sales tech stack.
Monitor and Control
Performance Tracking: Monitored site performance using Pipedrive’s analytics tools to track visitor engagement, lead capture rates, and conversion metrics.
Feedback Loop: Gathered feedback from sales reps and event attendees to identify areas for improvement.
Adjustments: Made real-time adjustments to the site during MJBizCon to optimize performance and address any issues.
Project Closure
Post-Launch Review: Conducted a post-launch review to evaluate the site’s performance and its impact on lead generation and sales.
Lessons Learned: Documented key learnings and best practices for future projects.
Handover: Ensured the sales team was fully trained on processes for ongoing lead management from this marketing channel.
