A Feature Stub is a quick and inexpensive way to gauge customer interest in a new feature. It involves placing a clickable button or entry point within an existing product styled to match its design. When clicked, the stub displays a message indicating the feature isn't yet available. This test helps teams collect metrics on customer interest before committing to full development.
Cost
Since only the feature's entry point (not the full feature) is created, development costs are minimal.
Evidence
Measures such as unique views, button clicks, and conversion rates provide early signals of interest but lack strong validation.
Metrics
- # of unique views: Tracks how many people see the button.
- # of button clicks: Tracks the number of users engaging with the stub.
- Button Conversion Rate: Percentage of viewers who clicked, with a 15% conversion rate as the target.
- # of "Learn More" clicks: Tracks secondary engagement, with a target of 5% conversion.
- Survey Completions: Measures deeper interest, aiming for a 3% survey completion rate from those who click the survey link.
Success Criteria
- At least 15% conversion rate on button clicks to signal significant interest in the feature.
- At least 5% conversion rate on "learn more" clicks to indicate strong intent to explore the feature further.
- At least 3% survey completion rate to validate deeper interest and gather additional qualitative insights.
Setup Time
Use feature toggles and analytics for rapid implementation.
Run Time
Short duration prevents customer frustration.
Risk Categories
Ideal for testing the...
This experiment is ideal for testing assumptions in the Value Proposition Canvas (addressing customer pains and gains) and the Channels component of the Business Model Canvas.
Setup
- Identify Placement:
Choose where in the product workflow the stub fits naturally. - Define Details:
Decide the duration and schedule. - Create the Stub:
Use matching visual design for authenticity. - Implement Popup:
Display a message explaining the feature isn’t live. Optionally, add a survey or email signup link. - Add Analytics:
Track views, clicks, and other engagement metrics. - Feature Toggle: Ensure the stub can be toggled on/off easily.
Run
- Activate the stub using the feature toggle.
- Monitor interactions closely throughout the scheduled duration.
- Turn off the stub once data collection is complete.
Analyze
- Calculate conversion rates for clicks, “Learn More” engagements, and survey completions.
- Review with your team to decide whether to proceed with the feature.
Additional Information
Feature Stubs work best in products with active daily users. Without sufficient traffic, evidence might not be meaningful. Consider using related experiments, such as Clickable Prototypes or Discussion Forums, to triangulate findings.