How do you test messaging before launching a new product? What are different approaches that would help us be confident about the message that would result in better conversion?

I’m a big advocate of getting messaging in front of customers and potential customers directly. Here are a few ways I’ve done that recently: Test messaging in product betas: At Figma we often launch features to a subset of customers in beta before making them generally available. I like to use this as an opportunity to test some messaging ideas. Not only can you test messaging in recruitment comms and onboarding decks you can join feedback calls to hear use cases and benefits in the customers’ o ...Read More

I use surveys and interviews too, but in general I don't do a whole lot of testing or any "A/B" comparison of two messages. I'll put something out, and if it isn't converting leads or getting used by sellers then I'll try something else. Now let me caution here, my approach can work because I have solutions with high-dollar sales, consultative sales processes, and sales cycles that last for months. So if I have a suboptimal message at launch, I won't "miss the window" to sell my product. I don't ...Read More

This is a great question. I think there are a few ways of testing messaging effectively: Ask one rep, or a small team, to position your product in a specific way. This is a very clear feedback loop, and you'll see what works and what doesn't really quickly. Depending on the size of your company you may not be able to do this, but if you can have a rep from sales position your product on a call for a few customers, you'll get clear feedback and reactions. A/B Testing. Typically this can only happ ...Read More

My short answer is to be scrappy and test with customers. Make sure your messaging can answer these questions: - Does your message focus on one main point? People will remember if your message is concise, clear and consistent.- Does the message include “what’s in it for me”? Tell customers what is in it for them right away!- Can the message hook your audience in 7 seconds? - Is the message truthful and factual? - Does it speak the customers language, instead of your jargon? Avoid industry acrony ...Read More

There are multiple ways to test messaging before launching a new product. One way is to do qualitative message testing with focus groups or in one-on-one interviews. You would create the various messages you want to test and then use the focus groups or interviews to get feedback on the messages. This is great to use if you have multiple messages you want to test. By using focus groups or interviews, you get message feedback quickly which allows you to narrow down to maybe the top 2-3 that you c ...Read More

Surveys and in-person interviews are the hard part. Often how people react to your messaging doesn't really translate into anything. I think the trick is to test what people do, not what they say. I would: Ask people what they would do. In your interviews, ask what they'd actually do next after reading it. Who would they send it to? What happens if they ignore it? Where they hesitate tells you way more than a 1–5 rating ever will. Run an A/B test. Take your top 2–3 messages and throw them at a r ...Read More