<aside> 💡 Don’t want to read this article? Take a look at our demo product Transferly, submit your email address and experience the customer journey yourself :)

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When conducting a test for your new product with Horizon, you are essentially offering potential customers your product before it’s even built. By not providing any chance for the visitor to understand they are in a demand test during your customer journey, you can be certain that the data you acquire is based on the true purchase intents of your potential customers. This removes any bias or reservations they may have if they would be aware they are being tested. It is only at the end, where you should disclose that the product is not yet available.

When collecting leads and asking people to confirm their email addresses, there are a few things we want to achieve here:

  1. You want to make the customer journey a bit more complex by adding more than one step, so you can measure their interest in the product. This helps to understand whether or not the potential customer is really willing to click on the CTAs, reconfirm their email, and so forth, therefore indicating genuine willingness to buy or to use your product.
  2. You want to make sure you are covered from a legal point of view, by adding that reconfirmation step, because:
    1. You might want to build a list of leads we can communicate with about the product via email or any other channel, and you can only do so if the potential customer confirms their email address.

It is only after your potential customers have gone through the entire conversion funnel and have confirmed their email address, where you need to provide them with clarity on the status of product development through a “Resolution Page”.

This Resolution Page is a landing page that can be easily created in Horizon, to inform those who have submitted their email address the status of your offering, and that you will let them know when it does become available. This allows you to acquire the best demand data possible as the user is really attempting to buy/use the product without knowing that this is a) a test, b) a beta list or c) a test for a not-yet-existing product.

Here is an example of how the customer journey ends for Transferly, our demo product:

https://lh5.googleusercontent.com/REerUlkqCXHTTQltXKfu1SJgxceH05JFYAjoBqM05Wjdq79Zm_ZB0kvZKb8YtNMeEec20_t6f23w5_jE9LXwopz_riEU5KKds7kbJq9tVYxFixV37-muCL-8HuhmAt5zpxuhgoI=s1600

There are several different types of resolution page templates we provide, and each depends on the industry your product is in. Here are some wording examples: