In fact, the name of the test itself reveals a lot concerning what it is about. Imagine a building with a door painted on one of its walls. Of course, such a door doesn’t exist, so it cannot be opened. It doesn’t mean, though, that no one will try! On the contrary, many people will approach this door and try to open it – some will do so just for fun, and some out of curiosity.
It works the same in the digital world. The painted door test is all about creating a visible but non-functional version of your:
How is this fictional version visible? You can put it on your website or create a specific landing page just for it. What’s the goal? To see how many people would be interested in a given idea. Suppose you want to release online training about buying a used car. Do you have to start by creating the training itself? Not at all! You can (and, actually, should) start by simply creating a landing page announcing the future-not-yet-existing training or ebook. Next, you can launch a trial marketing campaign and use analytics tools like Google Analytics to see:
If there is enough interest, you can start working on your training. This way, you verified your idea and didn’t spend too much time and money working on a potentially bad idea.
Of course, if you put a non-functional button, you must inform everyone who clicked it that the product they were interested in has yet to be ready. At this point, it’s a good idea to provide a box where interested people could leave their email addresses to stay up to date with your new idea.
Naturally, there are a few things to consider during such a test.
If you want to be successful with your test, you have to pay attention to five crucial elements:
In this article, we’ve just mentioned the most important things concerning the fake door test. If you want to know more (there is one additional best practice to discover!), take a look at the full version of this post: The painted door test: How to verify your business idea
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