Test a New Idea in 24 Hours
Importance of Swift Testing on a Minor Scale
Rapid testing is crucial for evaluating hypotheses, rather than affirming preconceived notions. The aim isn't to achieve perfection but to garner early insights that guide whether to move forward, tweak the approach, or drop the idea altogether.
A concentrated day of testing can unveil more insights than a month of rumination. Finding out early that an idea won't succeed is as valuable as confirming its potential.
One-Day Testing Strategies
1. Launch a Simplified Landing Page
A landing page swiftly assesses initial interest in your proposition.
Preparation Steps:
a concise portrayal of target audience and the issue solved,
one core action (subscription, click-through, form entry),
succinct text free of extraneous details.
Metrics to Assess:
visitor count versus engagement,
willingness to progress, not the site’s visual appeal.
2. Direct Engagement with Genuine Customers
Speaking directly to your existing network offers the fastest path to gathering meaningful data.
Execution Plan:
approach current customers or users, avoiding a generic audience,
pose 2–3 specific queries,
refrain from using leading language.
Sample Queries:
“Do you face this challenge?”
“How do you currently address it?”
“What would assist you in resolving it?”
Example from Practice:
Peter intended to launch an accounting course for SMEs. Rather than create the content right away, he contacted 20 individuals on LinkedIn to understand their primary struggles with accounting. He discovered that the main issue was a shortage of time, rather than a lack of knowledge. He adapted his idea to '15-minute accounting guides', leading to a tripling of interest.
3. Develop a Basic Prototype
A simple prototype tests comprehension and expectations, not the technical build.
It could include:
a basic interactive design,
a handcrafted procedure,
a mock service simulation.
Inspection Points:
clarity in the solution’s benefits,
areas of uncertainty or hesitation,
elements perceived as redundant.
Setting Sensible Benchmarks
Avoid expecting myriad responses. For initial tests, smaller numbers may suffice:
Metric |
Encouraging Indicator |
Concerning Indicator |
Landing Page – Conversion |
5–10% of visitors engage |
Less than 2% |
Interviews – Buying Intent |
3 out of 10 show intent to purchase |
Lack of definite interest |
Pre-Orders |
Receiving at least 1–2 orders |
No orders from 50+ visits |
A lack of interest isn’t an invitation for better marketing but a cue to revisit the idea itself or its presentation.
Decoding the Feedback
Successful Outcomes: Acquiring emails, pre-orders, or inquiries about availability indicates you can advance, but persist with further tests.
If It Falls Short: Don't lose heart. Consider these strategies:
Refine the Offering – reassess if you’re tackling the right issue but in the wrong manner
Reconsider the Audience – it might find success elsewhere
Let Go and Progress – this is also productive, as it saves extensive wasted effort
An unsuccessful attempt isn't the finale. It equips you with fresh data for informed decisions.
Questions and Answers
1. How much budget is needed to test an idea? Most tests can be conducted for nothing or a few hundred pounds. Utilise free tools for landing pages and conduct interviews via phone or video chat.
2. What if I lack contacts in my target audience? Engage with British groups on social media platforms like Facebook, LinkedIn, or forums. Even with a nominal ad spend (£10-£25), you can attract relevant traffic.
3. How do I know when there's sufficient information for a decision? Initially, 50–100 landing page views or 10–15 interviews are adequate. Look for recurring themes rather than statistical certainty.
4. Is it worthwhile testing an idea already available? Absolutely. Competition signifies a market. Test if your version offers better or more cost-effective solutions or caters to a different customer segment.
5. What if the outcomes are uncertain? Adjust one aspect—such as pricing, communication strategy, or audience target—and retest. Vague results often indicate the offer isn't distinct enough.
6. How long should a landing page be live before evaluating? For rapid testing, 24–48 hours of active promotion is sufficient. Focus on visitor count—target at least 50–100.
7. Is it feasible to test several ideas concurrently? Yes, but ensure each has its own landing page and metrics to pinpoint what works specifically.