Landing Page Test
What is a landing page test?
A landing page test is a type of experiment used to test customer interest or demand for a product idea before building it. Teams create a simple landing page describing the product or feature, drive traffic to it, and measure the response.
This approach comes from the Lean Startup methodology and serves as a form of prototyping to assess desirability. Landing page tests are particularly useful for testing demand questions like "Will anybody download our app?" or "Is there interest in this service?"
How do you run a landing page test?
Teams can use tools like Wix to create landing pages without design resources. Wix provides A/B testing right out of the box, letting you test different variations. Then you can use Google Ads to drive traffic to the landing page and measure how people respond.
You can play with value propositions, messaging, and different feature sets. The beauty of landing page tests is that you can tweak your page and run another test every week. This gives you learning cycles in a fraction of the time compared to waiting months for feedback on your product idea.
For example, if your team wants to test whether customers would use a feature that helps when their check engine light comes on, you can create a landing page that says "We'll help you when your check engine light comes on" and measure interest before building anything.
What can you learn from landing page tests?
Landing page tests help you test assumptions about desirability, value propositions, messaging, and feature sets. They're particularly good at revealing whether there's genuine customer interest before you commit resources to building.
You can use landing page tests alongside other research methods like customer interviews and prototypes. Sometimes you'll hear something in an interview and get a conflicting result in a landing page test—that tension often leads to deeper learning about what customers say versus what they actually do.
Learn more:
- Assumption Testing: Everything You Need to Know to Get Started
Related terms:
- Experiments
- Assumption Testing
- Desirability
- Prototyping
Last Updated: October 25, 2025