Can you validate product messaging via website testing on a small percentage of traffic?

Yes, but...I would use this as a data point along with other methods of messaging testing/validation if you don't have a lot of traffic -- A/B testing on your website is probably one of the best ways of testing messaging if you get a decent amount of traffic.

First, you need to define your goal and hypothesis (aka, what are you trying to learn from the test?). For the goal, are you trying to see which messaging version resonates more with your audience, or testing new value propositions, or even just seeing which word resonates more (i.e. "infrastructure" vs. "foundation" is one I just tested)?

Formulate a hypothesis such as “If we change [specific message element], we’ll increase [specific KPI like engagement, traffic, clicks] by X%.”

If you're asking HOW you can test messaging with a small % of traffic, here are two suggestions:

• Select a specific page/pages with higher (or lower) traffic that align with your testing goal, like the homepage, pricing page, a specific solution page, etc.

• Decide which segments of your audience to include, such as new vs. returning users or specific demographics relevant to the message.

  • Tools you could use for segmentation:

    • Google Analytics: Analyze your audience and traffic data to determine which segments should receive the new messaging.

    • Facebook Pixel: If you plan to test messaging on ad landing pages, use audience insights to refine segments.

For the actual TESTING, here's what I would recommend as tools to use based on your goal and tech you use currently:

• Google Optimize: Free and integrates with Google Analytics, ideal for smaller tests on specific traffic percentages.

• Optimizely or VWO: More advanced A/B testing platforms with robust targeting and analytics features.

• Unbounce: If testing landing pages specifically, Unbounce allows for easy A/B split testing of entire page layouts and content.

Any testing and validation is great. Even if you have a small percentage of traffic, testing will give you signals. I know some may have limited levers for testing and if that's your situation, that's okay! You can get creative. Consider setting up calls with existing customers to get feedback. There are also some cost-effective platforms out there where you can set up A/B testing. Love your data-driven mindset - you got this.

My favorite way to validate product messaging is to run ads. You can have an A ad messaging campaign that points to a landing page with the same messaging (view clicks and signups) and a B ad messaging campaign that points to another landing page with B messaging. You'll want to already know who your audience is and target that persona to collect accurate information.

The other way to validate messaging is to talk to customers. Interview them. Understand why they purchased from you. What value do they get from using your product? You'll hear it in their own words if you've nailed your messaging.