One of the fantastic benefits of running Heatseeker experiments is the leads that come through. Remember, these are real ads reaching real people—another advantage of market tests over recruited users!
For example, Heatseeker user Thena Johnstone generated 17 early leads for her end-of-life asset management startup, Arc Of Life, along with valuable data about her audience.
So, what should you do with these leads once they come in? The answer depends on the purpose of your experiment.
Handling Leads from Experiments for Your Current Offerings
If your experiment is aligned with what you’re currently offering in the market, you can directly funnel these leads into your sales and nurture processes. The experiments most likely to align with your live offerings include:
Value Proposition Test
Benefits Test
These leads are ready to be engaged with your current products or services, so make sure to integrate them seamlessly into your existing marketing and sales strategies.
Handling Leads from Experiments Testing New Ideas or Features
If your experiment is testing a product or feature that isn’t yet available, you’ll need a strategic plan to manage these leads. The experiments most likely to fall into this category include:
Features Test
Ideas Test
Here are some ideas for how to get the best value from these leads:
1. Waitlist the User
Add these leads to a nurturing email sequence and place them on a waitlist for the upcoming product or feature.
2. Pivot to User Research
Be transparent and ask the user for 30 minutes of their time to assist with product design. You can incentivize them by offering preference on the waitlist or providing a voucher or free sample.
3. Wizard of Oz Approach
Consider offering the product or service manually before it’s fully developed. For example, Heatseeker initially posted experiments manually into a user’s Campaign Manager before automating the process through APIs. This allowed us to learn from the process while still delivering value to users.
Don’t Stress About Perceptions
It’s common for Heatseeker users to worry about creating a false perception in the market by testing products or features that aren’t yet available. Here’s why you shouldn’t stress:
Limited Exposure: Your experiments typically touch a relatively small portion of your market.
Co-Creation: Many customers appreciate being involved in the co-creation process.
Common Practice: Testing and learning in the market is becoming increasingly common. For instance, when a product shows as "sold out" and asks if you want to be notified when it’s back in stock, it often hasn’t been manufactured yet!
Continued Engagement: You’re still providing value to these users with your other related products, services, newsletters, or whatever else you share with them.
Enjoy the Double Benefits of Your Heatseeker Experiments
With Heatseeker, you get a double dopamine hit: insightful market data to drive growth decisions and leads that you can nurture and engage with.
Happy Heatseeking!