How to set up a landing page for testing a business or product idea.<\/a><\/p>\nAs a result of what should something like this.<\/p>\n<\/figcaption><\/figure>\nWith your Landing Page done, you already achieved two things:<\/p>\n
\nyou made your value proposition tangible\u200a\u2014\u200aand made hard choices around wording, customer and benefits.<\/li>\n discussed it with your team and eventually aligned, helping uncover some potential misunderstandings<\/li>\n<\/ol>\nBut what matters is customer reactions. You can test this Landing Page in 2 ways:<\/p>\n
\nexpose it to customers, either with Online Ads, Email or posting it on social media where your customers are. Measure clicks on the \u2018call to action\u2019 button. Great if it works. If it doesn\u2019t, you need to find out why?<\/li>\n the 5-seconds test<\/li>\n<\/ol>\nThe 5-seconds test allows you to get qualitative (the why?) feedback on your landing page. Here you engage directly with your target customer in the real world, not online and you show them your Landing Page. For 5 seconds. It\u2019s short. It\u2019s the 5 seconds it takes for a distracted web surfer to consider an offer and make up their mind about it.<\/p>\n
After 5 seconds, hide your Landing Page and asks questions:<\/p>\n
What was it? What did you see? What did you understand? Take notes. Don\u2019t explain. This will give you, surprises for sure, but also the customer perspective and the different points to improve.<\/p>\n
A pitch<\/h3>\n Pitching your value proposition directly to potential customers is a great way to test comprehension and clarity. You can see their reaction and listen to their questions.<\/p>\n
Ask them to rephrase back what you pitched and see what they understood. Listen to the word they are using\u200a\u2014\u200athose are words you could use in your next pitch.<\/p>\n
If a customer is excited about your offer, you can follow up with a solution interview.<\/p>\n
Solution Interviews<\/h3>\n A solutions interview is to test the appetite of the customer for what you have to offer. It starts with a little preparation and finished with meeting the customer. This is how to structure those interviews.<\/p>\n
Part 1\u200a\u2014\u200aProblem validation<\/h4>\n Before you make any proposition to the customer, make sure they are in your target segment. Qualify their needs.<\/p>\n
We have been talking to lots of people like yourself and we have heard this [problem\/need\/situation].<\/em><\/p>\nCould you share how does it relate to your experience? What story comes to your mind? What would you like to share?<\/em><\/p>\nAfter this conversation, you know with more certainty if the customer needs your solutions or not. Now test your value propositions.<\/p>\n
Part 2\u200a\u2014\u200aCo-create around the value proposition<\/h4>\n Here explain what you have in mind, our solution, and assess the customer interest.<\/p>\n
We are looking to \u201cvalue proposition\u201d. Is this something we can explore with you today? What does this mean for you?<\/em><\/p>\nHow would you use it tomorrow? Why is it important?<\/em><\/p>\nYou can also drill down to the feature level.<\/p>\n
We are thinking about feature 1,2,3. Which one do you think is most relevant to you, which one would address best your problem. Why?<\/em><\/p>\nPart 3\u200a\u2014\u200aValidation and Commitment<\/h4>\n Would it make sense for us to explore this?<\/em><\/p>\nYes.<\/em><\/p>\nNow you have an interested customer. To assess how interested he\/she is, ask for a commitment. It\u2019s is something a customer would do, should they be interested in your offer. For you, it\u2019s proof of their interest.<\/p>\n
This proof of commitment has some cost to the customer. Either in time, effort, energy, financial, etc\u2026 If it has no cost, to implication for the customer, this is not a commitment. Because it has a cost, we also call this a currency.<\/p>\n
Here are examples of what you could ask for:<\/p>\n
\nMoney\u200a\u2014\u200apre-order (think kick starter or prepayment)<\/li>\n A signed agreement (NDA, contract for a POC, exclusivity, \u2026)<\/li>\n Invitation to another meeting (with the boss, at a different location)<\/li>\n An email, phone number (in b2c context)<\/li>\n Access to sensitive data -(contact list, usage data for AI products,\u2026)<\/li>\n<\/ul>\nDepending on the situation, some of those examples don\u2019t commit customers. Are you asking this customer to be committed or involved?<\/p>\n<\/figcaption><\/figure>\nOf course, your value proposition is something that changes over time and will need to be refined as you keep on learning from your customers.<\/p>\n
For more on running experiments, read David Bland\u2019s post: An Introduction to Experiment Pairing<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"Okay, you think you have nailed a good value proposition for your new product? You like it, your friends like it. Good. But what matters … <\/p>\n","protected":false},"author":1,"featured_media":823,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7,42],"tags":[39,40,41,38,37],"class_list":["post-787","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-value-proposition","tag-online","tag-pitch","tag-solution-interview","tag-testing","tag-value-proposition"],"yoast_head":"\n
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