Validate the right thing, the right way
A “fake door” is a link or button to a feature or product that doesn’t exist yet. The point isn’t to trick people; it’s to measure intent with minimal waste, then be honest about the status and next steps.
Make the test fair
- Label it clearly once clicked: “You’re early — we’re validating demand for this feature.”
- Offer a fast path to value: a waitlist, an interview slot, or a manual workaround you can deliver now.
- Capture context (role, company size, must‑have vs nice‑to‑have) — don’t rely on a single email field.
Where to place fake doors
- In product: in a related workflow where intent is highest
- On your site: in relevant pages (Docs, Pricing, Templates)
- In content: CTAs inside a how‑to that surfaces the exact job
What to measure (and how to act)
- Clicks by segment and page location
- Emails captured and the reasons they gave
- Replies to your follow‑up message
Close the loop with a short note: “Thanks for your interest — we’re talking to users before we build. If this is a priority, here’s a 20‑minute slot.” Respect goes a long way.
If you’re new to validation, pair this with: How to Validate a SaaS Idea Before You Build It and the Pre‑Launch Checklist.