Fake Door

Calls to action which communicate a proposition to capture customer desirability without having building the feature

Cost

Relatively low cost to set up, depending upon access to code or specialised tools used. Analysis of journeys and analytics also required.

Timing

Set-up time is low (1-2 days), although this can increase if you have to coordinate with release cycles. Runtime is a minimum 2 weeks.

Data strength

This can provide an early gauge of customer interest in a new feature, although any intention to buy is solely hypothetical at this point.

Summary

Create a page which outlines the proposition and features, and which contains calls-to-action which track key customer choices, such as signing-up for information on future releases, pre-ordering or simply registering interest.

This is the simplest way to assess interest in a proposition at scale.  This can also be instrumental in capturing more detailed feedback from customers if it is presented in conjunction with an online survey or an invitation for an interview.

Variations

  • Testing multiple channels
  • Testing potential partner channels
  • Integrating surveys or interviews
  • Integrating with landing page experiment
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