What is Fake Door Testing?

Fake door testing involves presenting a feature or product that doesn’t yet exist to gauge customer interest.

Before committing to building a new feature, it’s crucial to know if it’s something your customers actually want, so fake door testing acts as an efficient way to understand demand early, helping you avoid sinking time and resources into features that won’t deliver value

This simple yet powerful method allows you to validate feature ideas before committing to them, providing data-backed insights into what your customers truly want. When done correctly, it can boost satisfaction, reduce churn, and create alignment across teams.

In this blog, we’ll explore how fake door testing works, how it strengthens feedback loops, its role in churn prevention, and best practices for implementing it in your Customer Success strategy.

Why is fake door testing important?

Fake door testing is a crucial strategy in product development because it allows companies to validate interest in new features or products without fully building them. Here's why it's important:

1. Cost efficiency

• Testing before investing: By gauging user interest through fake door tests, companies save time and resources that might otherwise be spent developing a feature that users don't want or need.
• Lower development costs: Instead of building a complete feature, companies can set up a simple interface or button to test the concept. This minimizes risk and allows for budget allocation to be more focused on validated ideas.

2. Quick feedback loop

• Rapid validation: Fake door testing helps gather user feedback quickly. If a significant number of users click on a non-existent feature or product link, it's a clear indicator that there's genuine interest.
• Iterative improvements: Based on the feedback from a fake door test, companies can iterate and refine their ideas before committing to full-scale development.

3. Data-driven decisions

• Informed prioritization: The results from a fake door test provide data to prioritize features based on actual user interest rather than assumptions.
• Reducing guesswork: It allows companies to move from guess-based to evidence-based decision-making, leading to higher success rates for launched features.

4. User-centric development

• Understanding user needs: Fake door tests provide insight into what users are genuinely interested in. This user-driven approach ensures that the final product aligns with user expectations.
• Avoiding feature bloat: By validating features beforehand, companies avoid adding unnecessary functionalities that clutter the product and complicate the user experience.

5. Minimizing opportunity cost

• Efficient use of resources: Resources are limited, and fake door testing helps determine which features are worth pursuing, avoiding wasted effort on less impactful developments.
• Faster time-to-market: Products can get to market faster as only validated ideas move forward, ensuring that teams focus on what's truly valuable to users.

Fake door testing acts as a "trial balloon" in the market, helping companies gauge the potential impact of new features without significant investment, reducing risks, and fostering a more efficient and user-centered development cycle.

Next, let’s dive into the best practices for implementing fake door testing in your Customer Success strategy.

How to run a fake door test

Running a fake door test involves several steps to effectively validate interest in a new feature or product concept without fully building it. Here’s a step-by-step guide on how to run a successful fake door test:

1. Identify the concept you want to test

Clearly outline the feature, service, or product you're considering. Understand what you want to validate – whether it's user interest, potential demand, or a new concept's usability. Next, determine what metrics will indicate a successful test, like click-through rates, sign-ups, or user feedback.

2. Create a fake door

Design an entry point – this could be a button, banner, link, or navigation item on your website or app that represents the feature or product. Label it with a clear and engaging call-to-action, like “Try Our New Feature” or “Explore Premium Membership”. Then use A/B testing tools like Optimizely, Google Optimize, or custom code to add fake doors without affecting your core product.

3. Set up the interaction

When users click the fake door, direct them to a landing page or pop-up. Explain that the feature is not yet available or that it's under development. Optionally, ask for feedback or provide a form to gather interest. You can ask users why they clicked, what they expected, and if they’d like to be notified when the feature is ready. This can help gather qualitative insights.

4. Run the test

Decide where and when to show the fake door. You can target a subset of users, specific geographical locations, or segments like returning customers. Track the number of clicks, impressions, form submissions, and other relevant metrics using tools like Google Analytics or Mixpanel.

5. Analyze the results

Determine if the number of clicks or interactions meets your pre-set success criteria and look at any comments, suggestions, or responses to surveys. This feedback can give you deeper insights into user expectations. Analyze results by user demographics, behavior, or other relevant segments to see if interest is concentrated in a particular group.

6. Decide on the next steps

 If interest is high, you may decide to proceed with development. If it's low, consider modifying the concept or dropping the idea entirely. Share your findings with any relevant stakeholders to inform decision-making. Make sure everyone understands the rationale behind the next steps.

7. Follow up with users

If you gathered emails or feedback, notify those who showed interest when the feature or product becomes available. Consider giving early access or a discount to those who expressed interest, rewarding them for their feedback.

By following these steps, you can run a fake door test effectively, saving time and resources while gathering crucial user insights to guide product development.

Now that you know how to run a fake door test, let’s go over some of the best practices for doing so.

Best practices for implementing fake door testing 

When implementing fake door testing, it’s important to approach it with a clear strategy. Here are some best practices for getting started:

1. Be transparent and ethical

It’s important to avoid tricking users during a fake door test. Clearly communicate if a feature is not yet available. If users click on a fake door, show a message like “Coming Soon” or “Under Development” to set the right expectations.

Provide users with context for why you're running the test. Consider telling them that you are gathering interest and feedback to see if the feature is worth developing, instead of making them think it's already live.

2. Set clear goals and metrics

Before launching the fake door test, decide what success will look like. This could mean a certain number of clicks, sign-ups, or positive feedback.

Choose specific metrics to track, like click-through rates, user engagement, or form submissions. These will help you understand the demand and interest level for the feature you're considering.

3. Limit the scope of the test

Start by targeting a small group of users instead of displaying the fake door to everyone. This will help minimize the risk of any potential negative impact on your broader audience.

Run the test during a time that makes sense for your product and users. Avoid periods when users are busy or when the company is under heavy load, as this might distort the results.

4. Gather qualitative feedback

Include a short survey or feedback form after the user clicks the fake door. Ask them what they expected to see or why they were interested. This information can give you a deeper understanding of user expectations.

Allow users to leave their email or sign up for notifications. This way, you can follow up when the feature is ready and get a list of genuinely interested users.

5. Minimize frustration

Ensure that the experience after a fake door click isn’t frustrating. Redirect users to a polished landing page or pop-up that explains the situation and thanks them for their interest.

Acknowledge their curiosity by thanking them or inviting them to provide feedback. This small gesture can maintain a positive user experience even if they don’t get what they expected.

6. Run the test for an appropriate duration

Don't end the test too quickly. Give it enough time to collect meaningful data, which could be a few days or weeks, depending on the traffic and engagement you receive.

Consider any seasonal changes or external factors that might influence user behavior. For example, user interest might vary during the holidays or weekends, so account for these periods when deciding the duration.

7. Analyze data carefully

Focus on more than just the number of clicks. Check if users are leaving quickly after clicking or if they are engaging with any surveys or feedback forms you provided.

Break down the results by different types of users or segments. See if particular groups, like new users or long-term customers, showed more interest, which can help guide your next steps.

8. Follow up on the test’s outcome

If the feature moves forward, notify users who showed interest and let them know their feedback influenced the decision. This can build a positive relationship with your audience.

Document what you learned from the test, what went well, and what could be improved. Share these findings with your team to make future tests even better.

9. Keep the user experience in mind

Make sure the fake door doesn't disrupt your app or website's user experience. Position it where it’s noticeable but doesn’t interfere with core functionality.

Consider running A/B tests with different designs and placements for the fake door to see what works best without influencing the test results in a misleading way.

By following these best practices, you can execute effective fake door tests that provide valuable insights without compromising user trust. These steps ensure that you gather reliable data to make informed product decisions, minimizing risks and maximizing the chances of success. 

Remember, the goal is to validate ideas efficiently while maintaining a positive relationship with your users – ensuring that when you do bring a new feature to life, it’s something they truly want and need.

Key takeaways

• Fake door testing involves presenting a feature or product that doesn’t yet exist to gauge customer interest.
• This testing method saves time and resources by avoiding investment in features that won’t deliver value.
• Fake door testing provides rapid feedback, allowing for quick adjustments before full-scale development.
• It enables data-driven decision-making by prioritizing features based on actual user interest rather than assumptions.
• By testing concepts early, fake door testing helps avoid feature bloat and aligns product updates with real user needs.
• Fake door tests should be conducted for an appropriate duration to collect sufficient and reliable data.
• It’s crucial to analyze data carefully, considering not only clicks but also user engagement and qualitative feedback.
• The goal of fake door testing is to validate ideas efficiently, ensuring features align with user needs before development.
• Maintaining a positive user experience during and after the test is essential for future engagement.

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