Date

6-2014

Degree Name

BS in Graphic Communication

Department

Graphic Communication Department

Advisor(s)

Penny Bennett

Abstract

The purpose of this study was to identify the key components needed to make a startup. This included created making a landing page and also driving traffic to the page through Facebook. On the landing page section, there was a test to see what would provide the best user experience using Squarespace. This entailed looking into different layouts and using analytics to determine how effective the landing page was in converting customers. In terms of Facebook research, went into looking into creating a method into driving leads into the prospect pipeline. A campaign was run to gather all the data needed and to see how the audience would react to the campaign from beginning to the end of the pipeline. Facebook analytics helped get effective results especially coupled with the analytics found on Squarespace. The results of this study helped create a methodology in which a startup can use Facebook to drive traffic to a landing page. The results showed that when targeting using t-shirts, males ages 35-54 were the most receptive to that type of product. The end result was a 1.8% click-through rate, which was lower than ideal, but could be improved with more testing.