A Benefits Test will help you identify which outcomes resonate most with your audience, so you can promote the benefits that will drive engagement and conversions.
For Who?
The Benefits Test is designed for Product Managers, Marketing Managers, Product Marketing Managers, and anyone responsible for product messaging and positioning.
What’s the Outcome?
The Benefits Test will reveal which benefits of your product or feature resonate most with your target market. You’ll receive a ranked list of benefits, providing deep insights into the emotional triggers and outcomes that motivate your customers to take action.
When to Use?
Use when refining your product messaging to ensure that you highlight the benefits that matter most to your audience.
Validate your marketing campaigns by testing different benefit statements before launching.
Tailor your communication to specific demographics by identifying the benefits that resonate with different segments of your audience.
Use when entering new markets or targeting new customer segments to understand what outcomes are most compelling to them.
Example
Imagine you’re still working on that wealth management app. You’ve identified several key features, but now you need to figure out how to talk about them in a way that will grab your audience’s attention. This is where the Benefits Test comes into play.
Let’s say you want to promote the practice accounts feature. You could run a Benefits Test by creating ads that highlight different outcomes users could achieve by using practice accounts. For instance:
"Quit your 9 to 5, 20 years earlier."
"Gain financial independence."
"Build wealth faster with personalized investing."
"Buy a home for your parents with smart investments."
"Travel around the world for 1 year with your investments."
Each ad would focus on a different benefit, and by running these ads, you’ll discover which benefit resonates most with your audience. Maybe you’ll find that “Gain financial independence” gets the most clicks, indicating that this is the outcome your audience values most.
By running a Benefits Test, you can ensure that your messaging is aligned with what your audience truly wants, allowing you to craft compelling marketing campaigns that drive results.
What do I do next?
Once you’ve identified the benefits that resonate most with your audience, it’s time to incorporate these insights into your marketing and product positioning. Just like the world’s biggest companies, you can optimize every aspect of your messaging by testing and learning. Whether it’s the tagline on your website, the language in your ads, or the story you tell in your pitches, the right benefits can make all the difference.
Here are some examples of messaging you could use for your wealth management app:
"Create generational wealth by learning how to invest."
"The ‘I can take care of myself’ fund."
"Swap paycheck for dividend checks by mastering investment strategies."
You’re already going to spend on growth strategies and paid ads – make sure they’re worth the investment.
With Heatseeker, running market tests and getting the real-world proof you need from real customer behavior is as simple as creating an account, entering some details about your business, and generating your first experiment. Make sure your growth strategies and paid ads are hitting the mark by testing and refining your messaging with the Benefits Test.