Fake door testing is an affordable way for companies to test new ideas before fully developing them. This method involves creating a simulated version of a product, such as a clickable button or a webpage, to measure user interest. By using fake door testing, companies can quickly and inexpensively gauge customer demand without investing in full product development. This approach helps product teams validate ideas efficiently and minimize the risk of investing time and resources in unpopular concepts.
If many users interact with the simulated product, it indicates potential interest, whereas minimal engagement suggests that the idea may not be worth pursuing. Fake door testing setups are straightforward, often incorporating simple elements like pop-ups or buttons on a website, and can provide valuable insights into user preferences without building an actual product.
Fake Door Testing Explained (With Real‑World Examples)
Fake door testing is a powerful product discovery technique used by startups and large companies alike to validate demand before building anything. When done right, it can save teams months of development time and significant engineering cost—while providing clear, data‑driven insights.
This article explains what fake door testing is, how it works, why teams use it, and real examples you can learn from.
What Is Fake Door Testing?
Fake door testing is a product experimentation method where you present users with a feature, product, or option that doesn’t actually exist yet, and then measure how many users try to access it.
The “fake door” might look like:
- A button
- A pricing plan
- A menu item
- A landing page
- A sign‑up form
When users click or interact with it, instead of getting the feature, they see a message like:
“Thanks for your interest—this feature is coming soon.”
The goal is not to deceive, but to measure real user intent before investing in development.
Why Use Fake Door Testing?
Teams use fake door testing to:
- Validate demand before building
- Reduce engineering and design waste
- Prioritize features based on real behavior (not opinions)
- Learn what users actually want
- Test pricing, positioning, and messaging
It answers the question:
“If this existed today, would users actually want it?”
How Fake Door Testing Works (Step by Step)
- Identify an assumption
- Example: “Users want a dark mode analytics dashboard.”
- Create the fake door
- Add a button, CTA, or feature listing as if it exists.
- Expose it to real users
- Show it in production, beta, or a controlled experiment.
- Measure user behavior
- Clicks, sign‑ups, conversions, or intent signals.
- Reveal the truth
- Display a transparent message explaining the feature isn’t live yet.
- Decide next steps
- Build it, iterate on the idea, or drop it.
Fake Door Testing Examples
Example 1: Feature Validation (SaaS Product)
Scenario:
A SaaS company is considering building an AI‑powered report generator.
Fake Door:
A button labeled “Generate AI Report” appears in the dashboard.
User Action:
When clicked, users see:
“We’re working on this feature. Join the waitlist?”
What They Measure:
- Click‑through rate
- Waitlist sign‑ups
- Frequency of use attempts
Result:
High engagement = strong signal to build.
Example 2: Pricing Validation
Scenario:
A company wants to test a higher‑priced “Pro Plus” plan.
Fake Door:
A new pricing tier is shown on the pricing page.
User Action:
Clicking “Upgrade” leads to:
“This plan is launching soon—leave your email to get early access.”
What They Learn:
- Will users accept the price?
- Does the value proposition resonate?
Example 3: E‑Commerce Product Demand
Scenario:
An online store is unsure whether to stock a new product.
Fake Door:
A product page with photos and description—but marked as “Coming Soon.”
User Action:
Users can click “Notify Me When Available.”
What They Measure:
- Interest by category
- Demand without inventory risk
Example 4: Navigation Menu Test
Scenario:
A team wants to add a new analytics section.
Fake Door:
A menu item labeled “Advanced Analytics”.
User Action:
Click leads to an explanation page.
Insight Gained:
- How discoverable the feature is
- Whether users actively seek it out
Example 5: Mobile App Feature Test
Scenario:
A fitness app considers adding meal planning.
Fake Door:
A “Meal Plans” tab in the app.
User Action:
Tap shows a message:
“Meal plans are in development. Want early access?”
Learning:
Real interest beats survey responses every time.
Fake Door Testing vs A/B Testing
| Fake Door Testing | A/B Testing |
|---|---|
| Tests interest in non‑existent features | Tests variations of existing features |
| Low cost | Often higher effort |
| Early‑stage validation | Optimization stage |
| Measures intent | Measures performance |
Ethical Considerations
Fake door testing should always:
- Be transparent after interaction
- Avoid charging users for fake features
- Respect user trust
- Clearly explain what’s happening
Done ethically, it builds trust, not damages it.
Best Practices for Fake Door Testing
- Test behavior, not opinions
- Keep messaging clear and honest
- Measure meaningful actions (clicks > impressions)
- Time‑limit experiments
- Share results across teams
When Not to Use Fake Door Testing
Avoid fake door testing when:
- The feature impacts safety or compliance
- Legal or regulatory approval is required
- The audience is extremely sensitive to trust issues
Final Thoughts
Fake door testing is one of the fastest ways to learn what users truly want—without overbuilding or guessing. By focusing on real behavior instead of assumptions, teams can make smarter, faster product decisions.
The Art of the Fake Door: Testing Ideas Before Building
Fake door testing, sometimes called painted-door testing, is a lean research method used to gauge customer interest in a product or feature that’s still on the drawing board. It’s a strategic way to validate ideas before committing resources to development, essentially letting you “test the waters” before taking the full plunge.
How Does it Work?
Essentially, you present customers with an opportunity to use a product or feature that doesn’t exist yet. This might be a call-to-action button, an in-app notification, or even a landing page for a product that’s not quite ready for prime time. When the customer clicks on the “fake door,” they’re taken to another page explaining that the product or feature is still in the works, but they can sign up for updates or express their interest.
Why Use Fake Door Testing?
Fake door testing offers several advantages, including:
- Validating demand: You get to see if there’s real interest in your idea before investing heavily in development.
- Gathering early feedback: You can collect valuable insights from potential customers about their needs and expectations.
- Building anticipation: It can create buzz and excitement around a future product or feature.
- Minimizing risk: Helps avoid costly development of products or features that don’t resonate with the market.
Examples of Fake Door Testing
- Dropbox: Before its full launch, Dropbox famously used a video on a landing page to get people to sign up for a waitlist, gauging interest in their cloud storage service.
- Buffer: The social media scheduling tool used a landing page with a “Try Buffer” button, leading to a waitlist where users could express their interest.
- Zappos: To test the viability of selling shoes online, the founder created a website with pictures of shoes from actual stores. Orders led to an “out of stock” message, validating the idea without any risk to the Zappos brand.
Real-world Applications
Fake door testing can be used across various scenarios:
- New Product Launches: Validate market demand and gather feedback on pricing and features before launch
- Feature Additions: Test interest in new features for an existing product
- Pricing Strategy: Determine the optimal price point by testing different options
- Beta Testing: Build a list of eager users for early access and feedback
Table: Fake Door Testing Pros and Cons
| Pros | Cons |
|---|---|
| Cost-effective | Potential for customer disappointment |
| Validates demand | Can damage brand credibility if not handled transparently |
| Gathers early feedback | Requires careful planning and execution |
| Builds anticipation | May not be suitable for all types of products or features |
| Minimizes risk | Can create unrealistic expectations |
Remember: When using fake door testing, transparency is key. Be upfront with customers about the fact that the product or feature is not yet available, and offer them a way to stay informed or provide feedback. Done right, fake door testing can be a powerful tool for product development and market validation.
Key Takeaways
- Fake door testing checks user interest in new products without fully making them
- It helps companies save time and money on product development
- The method uses simple tools like website buttons to measure user interest
Understanding Fake Door Testing
Fake door testing helps teams check if people want new products or features. It saves time and money by testing ideas before building them.
Concept and Purpose of Fake Door Tests
Fake door tests show users something that doesn’t exist yet. This could be a button or a page for a new feature. The goal is to see if people try to use it. Teams can learn if an idea is worth making without spending lots of time or money.
These tests often use a simple button or message. When users click, they might see a “coming soon” page. This tells the team how many people are interested.
Fake door tests are quick and cheap to set up. They give real data about what users want. This helps teams make smart choices about what to build next.
How Fake Door Testing Fits in the Product Development Cycle
Fake door tests happen early in product development. They come before any real coding starts. This helps teams avoid wasting time on ideas that won’t work.
The process often looks like this:
- Come up with a product idea
- Create a fake door test
- See how users react
- Decide if the idea is worth building
These tests can also help with existing products. Teams can test new features before adding them. This keeps the product growing in ways users want.
Analyzing User Behavior and Interest
Fake door tests give teams data about user behavior. They show how many people click on new features. This helps measure interest in product ideas.
Teams look at metrics like:
- Click-through rates
- Time spent on landing pages
- Sign-ups for more info
These numbers help teams understand what users want. High interest means an idea might be worth building. Low interest suggests it’s time to try something else.
Fake door tests also show how different groups of users react. This can help teams make products that fit specific needs.
The Role of Feedback in Shaping Product Features
Feedback is key in fake door testing. When users click on a fake feature, they often leave comments. This feedback helps shape the final product.
Teams might ask users:
- Why they wanted the feature
- What they hoped it would do
- How they might use it
This input guides product design. It helps teams build features that truly meet user needs. Feedback can also spark new ideas for future tests or products.
By listening to users early, teams can create better products. This leads to happier customers and more successful launches.
Executing and Learning from Fake Door Tests
Fake door tests help product teams gauge interest in new features before building them. They involve careful planning, measurement, and user communication.
Designing Effective Fake Door Experiments
A good fake door test starts with a clear goal. Teams should pick one feature to test. They need to create a realistic mockup or prototype. This could be a simple button or landing page.
The test should target the right users. Teams can use tools like Userpilot to show the test to specific groups. The fake feature should look real but not mislead users.
It’s key to plan how to measure results. Teams should track clicks, signups, or other actions. They should also set a timeframe for the test.
Critical Metrics for Assessing Test Success
Click-through rates (CTR) are a key metric. They show how many users tried to access the fake feature. A high CTR suggests strong interest.
Conversion rates matter too. This could mean signups for a waitlist or demo requests. Teams should compare these to their usual rates.
User feedback is crucial. Short surveys can reveal why users clicked or didn’t click. This gives context to the numbers.
Time spent on the test page is another useful metric. It can show how engaging the idea is.
Iterative Development and Refinement
Fake door tests often need tweaks. Teams should review results quickly and make changes. This might mean adjusting the messaging or design.
If a test fails, teams shouldn’t give up. They can try different versions of the idea. Each round of testing gives new insights.
It’s smart to test with small groups first. This lets teams fix issues before a wider launch. They can use tools like Figma to make quick changes.
Teams should also test different price points if relevant. This helps find the sweet spot for new features.
Communicating with Users and Maintaining Trust
Clear communication is vital in fake door testing. Users should know when they’re part of a test. A simple message can explain that the feature isn’t ready yet.
Teams can use this chance to get more feedback. They can ask users what they’d want from the new feature. This builds goodwill and gives useful info.
It’s important to follow up with users who showed interest. Teams can keep them updated on the feature’s progress. This maintains excitement and trust.
If a feature won’t be built, teams should explain why. Honesty helps preserve the brand’s reputation. It shows respect for users’ time and input.
Frequently Asked Questions
Fake door testing is a useful method for gathering user insights and validating product ideas. It helps teams make informed decisions about new features or products before investing in full development.
How do you effectively implement fake door tests in user experience design?
To implement fake door tests well, start with a clear goal. Create a simple landing page or mockup for your idea. Add a call-to-action button. Track how many users click it. Analyze the data to see if there’s enough interest to build the real feature.
Can you provide some successful examples of fake door testing?
Dropbox used a fake door test before building their product. They made a video showing how the service would work. People signed up for the waitlist. This proved there was demand. Another example is Buffer. They tested pricing plans with a fake signup page before building the full product.
What tools are recommended for conducting fake door tests?
Some good tools for fake door tests are landing page builders like Unbounce or Instapage. Google Analytics helps track user behavior. A/B testing tools like Optimizely let you try different versions. Survey tools like SurveyMonkey can gather user feedback after the test.
What is the difference between fake door testing and trap door testing?
Fake door tests show users a product or feature that doesn’t exist yet. Trap door tests offer a real product but remove it if not enough people use it. Fake door tests are for new ideas. Trap door tests are for existing features with low usage.
In what ways does fake door testing benefit product development?
Fake door testing saves time and money. It shows if users want a feature before you build it. This reduces the risk of making something no one will use. It also gives early user feedback to improve the idea. Teams can make better choices about what to build next.
How do you measure the success of a fake door test?
Success in fake door tests is mainly about user interest. Look at how many people click the call-to-action button. Compare this to the total number of visitors. A high click rate suggests strong interest. Also check how many users sign up for updates or join a waitlist. These show intent to use the product when it’s ready.
