Page 496 - Value Proposition Design: How to Create Products and Services Customers Want - PDFDrive.com

Produce Evidence with a Call to Action

Use experiments to test if customers are interested, what
preferences they have, and if they are willing to pay for
what you have to offer. Get them to perform a call to
action (CTA) as much as possible in order to engage them
and produce evidence of what works and what doesn’t.

The more a customer (test subject) has to invest to perform a CTA, the stronger
the evidence that he or she is really interested. Clicking a button, answering a
survey, providing a personal e-mail, or making a prepurchase are different levels
of investments. Select your experiments accordingly.

CTAs with a low level of investment are appropriate at the beginning of
value proposition design. Those requiring a high level of investment make more
sense later in the process.

DEF-I-NI-TION

Call to Action (CTA)

Prompts a subject to perform an action; used in an
experiment in order to test one or more hypotheses.