A Landing Page Test creates a simple webpage describing a product or feature that doesn't yet exist, to measure genuine interest. Conversion rate validates demand before engineering investment.
Before building an entirely new product or major feature. Most effective when you can drive relevant traffic from existing channels.
- Write a clear value proposition for the unbuilt product or feature
- Build a simple page: headline, 3-5 benefit statements, and a meaningful CTA
- Drive traffic from existing channels: email list, current app, social, or targeted ads
- Track conversion rate — % of visitors who take the CTA action
- Where possible, show a price — willingness to pay is a stronger signal than email signup
- Interview everyone who converts to understand their specific motivation
Testing demand for a 'Spotify for Podcasters' analytics tool: create a landing page — 'Know exactly who your listeners are and when they tune out.' Drive traffic from the Spotify for Artists email list. Measure: what percentage of artists sign up for early access? What % complete a survey about their analytics needs? This data shapes the product before any code.
Please contact the author for more information on these examples at linkedin.com/in/kshitijrege
- Driving irrelevant traffic — conversion from the wrong audience is meaningless
- Using email signup as the only metric — 'request a demo' is a much stronger signal
- Not following up immediately with people who convert — they are your most important early adopters
- The Lean Startup — Eric Ries
- Running Lean — Ash Maurya