Free template · Validate demand

Landing page smoke test plan

A plan for running a landing page test with a defined audience, offer, success threshold and honest follow-up message.

Use when: Use it before you build a landing page, so the success criteria are fixed in advance and the result cannot be rationalised afterwards.

LANDING PAGE SMOKE TEST PLAN
Idea: [IDEA NAME]   Owner: [NAME]   Dates: [START] to [END]

HYPOTHESIS
[TARGET CUSTOMER] will [ACTION, e.g. pre-order / book a call / join a priced waitlist] for [OFFER] at [PRICE].

AUDIENCE AND TRAFFIC
Who should see the page: [SPECIFIC SEGMENT]
Traffic sources: [COMMUNITY POST / TARGETED ADS / EMAIL / OUTREACH]
Target number of qualified visitors: [N]
Budget: [AMOUNT]

PAGE CONTENT
Headline (outcome, not feature): [HEADLINE]
Sub-headline (who it is for): [SUB-HEADLINE]
Three benefits: [1] / [2] / [3]
Price shown: [PRICE AND BILLING PERIOD]
Call to action: [BUTTON TEXT]

WHAT HAPPENS AFTER THE CLICK
Message shown: "[HONEST NOTE THAT THE PRODUCT IS NOT YET AVAILABLE, WHAT HAPPENS NEXT, AND HOW TO OPT OUT]"
Payment handling: [NO CHARGE / REFUNDABLE DEPOSIT / CARD SAVED, NOT CHARGED]

MEASUREMENT
Primary metric: [e.g. visitors who complete the priced action]
Secondary metrics: [e.g. scroll depth, email replies]
Tracking set up: [ANALYTICS TOOL, EVENTS]

DECISION RULES (set before launch)
Continue if: [THRESHOLD, e.g. at least X of N qualified visitors complete the action]
Revise and retest if: [RANGE]
Stop if: [THRESHOLD]

FOLLOW-UP
Contact everyone who converted within [N] days to: [BOOK AN INTERVIEW / OFFER A PILOT]

RESULTS (fill in afterwards)
Qualified visitors: [N]   Conversions: [N]   Rate: [%]
Decision taken: [DECISION]

Replace every [BRACKETED] field. Delete any line that does not apply to you.