When planning to build a new product or service, you often have multiple aspects and functionalities that could benefit your customers.
To understand which of these meets the highest market demand and how them to prioritize, you should use multiple variants of your product idea within one test. Each page should highlight a different variant or feature set of your product. This can save you lots of time and money spent on features that are less important than others.
<aside> 💡 Always focus on 1 insight per test If you want to understand the consumer demand for 3 different aspects such as color, price, and branding, you should run 3 distinct consumer demand tests. Each test should consist of multiple variants of the aspect you'd like to test, for example, 3 different prices, with the price being the only distinction between the 3 landing pages.
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It's essential to have a clear distinction between each variant to derive clean and distinct results from each variant of the test. This video explains exactly how to achieve that and why it is crucial when testing consumer demand for distinct variants of your product:
https://www.youtube.com/watch?v=_U-qPwJxr4U&t=760s
Setting up a consumer test with clearly differentiated variants within the same test will help you understand:
No matter how many variants you would like to test demand for, you must focus on changing the obvious aspects of each variant’s landing page and less on the details.
Although the copy of your ads and landing pages are essential for converting visitors interested in your product idea, it’s not enough to achieve significant differentiation between your variants. We see more success when Horizon users that set up a landing page test focus on visual differentiation between each variant.
Visual differentiation is crucial for the creatives of the marketing ads and the header section of your landing pages. These stages are the first two touchpoints in the customer journey with your product idea. Both parts determine whether a potential customer is interested in your product and the variant they see on the ads or landing page visuals.
Specific visuals for your Marketing Ads
Your ads are the first touchpoint of potential customers with the variant you are advertising for. When visitors look at an ad, they are naturally drawn to its visuals, which determines whether or not they will interact with the ad and visit the landing page of your variant.
We'll share an example with you in the following: BauernPost is a quick commerce business idea for local and organic groceries.
They defined 3 distinct value propositions that vary between 3 variants within one landing page test, reflected in ads and landing pages.
The 3 ad variants have only one distinctive differentiation - the header text.
<aside> 💡 By the way, BauernPost is a business that tested consumer demand via Horizon and went to market successfully. You can see the entire case study here as a free webinar. 🚀
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