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How can you use user testing to validate your pitch?

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User testing is a powerful way to validate your pitch and get feedback from your target audience before you launch your product. By conducting user testing, you can learn about the needs, preferences, and pain points of your potential customers, and use that information to craft a compelling pitch that resonates with them. In this article, we will show you how to use user testing to validate your pitch in four simple steps.

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1 Plan your user testing

The first step is to plan your user testing and define your goals, questions, and metrics. You want to test your pitch with a representative sample of your target market, so you need to recruit participants who match your ideal customer profile. You also need to decide how you will conduct the user testing, whether it is online or in-person, moderated or unmoderated, and what tools you will use. Finally, you need to prepare your pitch materials, such as a landing page, a prototype, a video, or a slide deck, and make sure they are clear, concise, and engaging.

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Ekta Aggarwal

Product and Engineering Executive, CPO, Entrepreneur, Advisor, ex-Microsoft, ex-Amazon
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Target audience should not be too specific meaning that you should have diversity when setting the target audience criteria to avoid any blind spots and biases

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Pooja Rai

Digital product Manager- Digital transformation in Mobile banking||Internet banking||UPI|| Payments NEFT, RTGS,IMPS,UPI|| Digital Initiatives||Corporate banking||Cash management
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Giving a live demo for a pilot product before asking for a commitment would be added advantage for clients to visualise their problems in solution.

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Nina Nosal

????? Cultural Cartography | Investigating subcultures, fandoms and brands | Research methods, Innovation, Data
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Define your audience well and sample it correctly! The feedback is gooing to be dependent more on whom its coming from, rather than what its about. Its best to have a diverse sample in terms of sociographics (gender, age, income, location, etc.) but extremely focused on iterms of it matching your target market. Don't blindly trust sampling providers. Screen extensively and make sure that all times you're talking to the right people.

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2 Conduct your user testing

The second step is to conduct your user testing and observe how your participants react to your pitch. You want to collect both qualitative and quantitative data, so you need to ask open-ended questions, record their feedback, and measure their behavior. For example, you can ask them what they liked and disliked about your pitch, how likely they are to use or buy your product, and what features or benefits they value the most. You can also track their actions, such as how long they spend on your pitch materials, how many clicks they make, and what elements they focus on.

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Nina Nosal

????? Cultural Cartography | Investigating subcultures, fandoms and brands | Research methods, Innovation, Data
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During testing, make sure your users feel safe and have full permission to give critique. It's easy to get generic "it was good!" responses. Getting constructive criticism requires a good connection with the participants and the right setting. Some tips and tricks to achieve that: - never mention that you're the one who has created the content. - Specifically ask for negative feedback. Mention that you're looking for things to improve. - Do not reward positive feedback. - In unmoderated interviews and surveys, always add an introductory story and explain what type of answers will be helpful

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3 Analyze your user testing results

The third step is to analyze your user testing results and identify the key insights and patterns. You want to look for common themes, gaps, and opportunities in your participants' feedback and behavior, and see how they align with your goals, questions, and metrics. For example, you can see if your pitch addressed their main problems, if your value proposition was clear and convincing, if your product differentiators were evident and unique, and if your call to action was effective and appealing.

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Nina Nosal

????? Cultural Cartography | Investigating subcultures, fandoms and brands | Research methods, Innovation, Data
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Come up with your testing plan and "what-if" actions before you start testing. This way you'll be able to keep yourself accountable.

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4 Iterate and improve your pitch

The fourth and final step is to iterate and improve your pitch based on your user testing results. You want to use the data and insights you gathered to refine your pitch and make it more relevant, persuasive, and impactful for your target audience. For example, you can tweak your headline, subheadings, copy, images, videos, testimonials, or pricing to highlight the benefits and features that your participants valued the most, address the objections and concerns that they raised, and motivate them to take the next step. You can also test different versions of your pitch and compare their performance to optimize your results.

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Nina Nosal

????? Cultural Cartography | Investigating subcultures, fandoms and brands | Research methods, Innovation, Data
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Make sure that you don't take user feedback too literally. Always try to solve the root causes. "I didn't like slide 3" is not a reason to get rid of it or change it. Use user feedback to prompt reflection and internal discussion but don't let it be the core driver of your decisions.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Manuel Kaiser

Founder & CEO at Memovida
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One type of pitch testing that we typically do for B2B products is the following: 1?? Creating pitch deck: We summarize everything we already know about the customer's problems and the potential value proposition in a product pitch deck 2?? Pitch to decision-makers: We schedule meetings with customers and decision-makers and pitch the product's value proposition 3?? Ask for commitment: We ask for a concrete commitment such as joining the pilot phase of the product, becoming one of the early development partners, or signing an LOI. With this approach, it is important (1) to do user research beforehand to create the value proposition and (2) to ask for a commitment. Good luck with your next pitch. ???

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How can you use user testing to validate your pitch?

1

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3

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5

1 Plan your user testing

2 Conduct your user testing

3 Analyze your user testing results

4 Iterate and improve your pitch

5 Here’s what else to consider

Product Management

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How can you use user testing to validate your pitch?

1

2

3

4

5

1 Plan your user testing

2 Conduct your user testing

3 Analyze your user testing results

4 Iterate and improve your pitch

5 Here’s what else to consider

Product Management

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