Testing our proposition

Creating a UVP (Unique Value Proposition) and using a landing page to test how it resonates with users, is a common lean startup method for early, rapid learning and validation. This approach means we can test our UVP and key feature set quickly, relatively easily and without denting the budget too much.

This is the first of two posts. This post will outline our approach and testing plan, the second will be sharing our learnings and results.

Defining the UVP

It’s critical to define a well-written but concise UVP, that is simple and clear to the user, and can be understood in around 5 seconds. The basic framework we used for achieving this was based on the following:

1. Relevancy — how it solves a problem or improves a situation

2. Quantified value — how it delivers a specific benefit/s

3. Unique differentiation — why buy from us and not our competition

Presenting our proposition

Fig.1 Pen sketches for the landing page

Once we agreed on the UVP we went about sketching out the content and layout of our landing page. It’s important for the UVP to be the first thing a user sees and reads on the page, so they are clear on what your product is and does, and why they need/want to use it.

We supported the UVP by showing three key product features that validated the quantified value, and helped resolve the problems we outlined at the beginning of the process. These were then followed by a call-to-action, and some more detailed features, concluded by a final CTA.

Testing our proposition

The next step is to test our proposition. Some UI design work and content writing will be needed to fine tune the proposition. Once this is complete we will enter a rapid, lean, iterative research phase where we, hopefully, speak to potential end-users.

There’s a huge range of suggestions on how you can approach this phase. We have focused on a strategy that works with our budget and available time, as they’re the critical business factors for us at this point — being that this is a bootstrapped startup.

Our testing strategy is as follows:

1. 5 second tests via UsabilityHub — to research users immediate response to the landing page and get an understanding of their key outtakes from the page

2. Question tests via UsablityHub — gain a more detailed understanding of users response to the landing page and UVP

3. Survey our network and friends — many of our friends and network fit the personas we have outlined for Travllr, so we’re hoping to gain some honest and detailed feedback from our network

If you’d like to help us out. Please complete this survey on this link — https://owlandgiraffe.typeform.com/to/tl7eMt

4. Paid views to gain registration via StumbleUpon, Twitter and Google AdWords — the main aim of paying for these media placements is to try and get some users to register interest. Although we’ve read mixed views on whether this approach gives you good ROI, we feel the mix of platforms allows us to target people who are already interested in travel planning and fit our target demographic

  • StumbleUpon — this gives us the numbers. What we like about StumbleUpon, is we can target users who have already said they are interested in travel
  • Twitter — Twitter ads are expensive (for a startup). But we can target users groups and hopefully gets some useful insights
  • Google AdWords — the main issue we have with this is the price of the AdWords in the travel industry. It’s a very competitive sector, so we may not get the numbers to make it worthwhile. But we’re willing to give it a go

5. If we have gained some registered users, get input from them! — Hopefully, we can engage with some potential users, to get real insights from people who are interested in our product

Of course, we can infer some additional learnings from web analytics and heat maps, but we’re looking for direct, hard learnings, which are hard to gain from analytics on a page so simple as ours.

Our goal is to complete all this in the next week or so, so watch this space for our results and next iteration.

If you’re interested in travel and holidays we’d love it if you could help us out by completing this survey — https://owlandgiraffe.typeform.com/to/tl7eMt


Photograph by Elizabeth Lies — https://unsplash.com/photos/YbgPWfWlvkE

Written by Nicky Campbell, Co-founder and Product Director at Owl & Giraffe.

Originally posted on http://owlandgiraffe.com/articles/2016/7/21/startup-series-001-uvp