How do you test your educational product's value proposition?

1 Conduct interviews

One of the best ways to test your value proposition is to talk to your potential customers directly and ask them about their needs, challenges, goals, and preferences. Interviews can help you understand the context and emotions behind their decisions and behaviors, as well as uncover insights that you might not get from other sources. To conduct effective interviews, you need to prepare a list of open-ended questions that focus on the problem you are trying to solve, the benefits you are offering, and the alternatives they are using or considering. You also need to recruit a representative sample of your target market, preferably from different segments or personas, and schedule a convenient time and mode for the interview. During the interview, you need to listen actively, probe deeper, and avoid leading or biased questions. After the interview, you need to summarize and analyze the key findings and feedback, and use them to refine your value proposition.

2 Create surveys

Another method to test your value proposition is to create surveys that ask your potential customers about their opinions, preferences, behaviors, and expectations related to your product. Surveys can help you collect quantitative data that can be measured and compared, as well as validate or invalidate your assumptions and hypotheses. To create effective surveys, you need to define a clear goal and a specific research question that you want to answer, such as how much they value your product, how likely they are to buy it, or what features they want the most. You also need to design a short and simple survey that uses clear and relevant questions, scales, and options, and avoids jargon, ambiguity, and leading or loaded questions. You also need to distribute your survey to a large and diverse sample of your target market, using channels such as email, social media, or online platforms. After collecting the responses, you need to analyze the data and look for patterns, trends, and outliers, and use them to adjust your value proposition.

3 Build landing pages

A third method to test your value proposition is to build landing pages that showcase your product and its benefits, and invite your potential customers to sign up, pre-order, or join a waiting list. Landing pages can help you measure the actual demand and interest for your product, as well as test different variations of your value proposition and see which one performs better. To build effective landing pages, you need to craft a clear and compelling headline that summarizes your value proposition, a subheadline that elaborates on it, and a call to action that encourages your visitors to take the next step. You also need to include relevant images, videos, testimonials, or social proof that support your value proposition and build trust and credibility. You also need to drive traffic to your landing pages using paid or organic methods, such as ads, blogs, podcasts, or social media. After launching your landing pages, you need to track and analyze the key metrics, such as conversions, bounce rate, time on page, and feedback, and use them to optimize your value proposition.

4 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?