Validate Ideas Before Building: A Guide to Fake Door Testing

Ever built a product or feature that completely flopped?

You're not alone.

Many teams invest significant time and money into developing ideas without properly validating them first. But what if there was a simple way to gauge interest and refine concepts before committing resources?

Enter fake door testing.

Also known as painted door testing, this clever growth tactic lets you quickly validate new ideas by creating a “fake” experience for a product or feature that doesn’t exist yet. Intrigued? Read on for a comprehensive overview and then head to the full guide for all the details.

What is Fake Door Testing and How Does it Work?

In a nutshell, fake door testing involves inviting users to test or sign up for a fake product or feature and then tracking their interest based on engagement metrics.

For example, you could create a landing page advertising a new product and drive traffic to it through ads. Users who click through would reach a page explaining the product doesn't exist yet. By tracking click-through rates, you can gauge demand.

The "doors" could be website pages, in-app messaging, online ads, and more. When users engage, they eventually reach a page revealing it's not a real product yet.

Key Benefits of Fake Door Testing

• Validate product ideas before investing months of engineering time

• Find pricing sweet spots by testing different plans

• Gather beta testers by allowing signups

• Expand user base through ads driving traffic to the fake page

Watch Out For Pitfalls

While fake door testing can provide invaluable validation, it does carry some risks:

• Disappointed users who feel misled
• Damaged credibility and trust
• Negative associations with your brand

Follow Best Practices to Avoid Backlash

The key is to roll out fake door tests carefully and ethically. Here are some tips:

• Be transparent about the intent
• Show users the potential value
• Limit the test segment size
• Follow up respectfully
• Stress it's not ready yet but you're working on it
• Invite users to give feedback and join beta testing

Step-By-Step Guide to Run Your Own Test

Here's how to leverage fake door testing for your next product idea:

Landing Page Approach:

• Create a landing page introducing the fake product/feature
• Drive traffic to the page through ads
• On a separate page, explain it's not a real product yet
• Track click-through rates to gauge interest

In-App Approach:

• Target a user segment based on analytics

• Choose where in-app the test should display

• Carefully craft the messaging
• Set up follow-up communication
• Track engagement rates

Examples of Companies Using Fake Door Testing

• Buffer tested various pricing plans using a fake page

• Facebook sparked debates over experimental features

• Asana evaluates potential new features with tooltips

Tools to Help You Build and Analyze Tests

• Landing page builders like Unbounce
• Design platforms like Figma
• In-app messaging tools like Userpilot

Ready to give fake door testing a try?

Dive into the full guide for more examples, templates, and tips on running effective tests.

And if you're looking specifically to validate and test ideas in-app, Userpilot is purpose-built for the job. Our no-code platform lets you quickly build and analyze in-app experiences that drive growth. See it in action with a personalized demo .

Have you used fake door testing or other validation tactics before launch? Share your top lessons and I'll chime in! And be sure to follow along for more growth tips for product teams