Founders love the building part. The brainstorming, the prototyping, the rush of creating something from nothing. But when it comes to actually validating an idea – putting it in front of real users and asking for feedback – things tend to get scary.

So they do what feels safer: they build more. They add features, refine the UX, perfect the branding – convincing themselves that once it’s polished enough, the feedback will be easier to hear. By the time they finally launch, they’ve spent months (or years) burning through their budget, only to realise they never checked if people actually wanted what they were building.

Here’s the truth: you don’t need a fully built product to validate an idea. In fact, the best way to test demand is to launch something small, learn quickly, and refine before you invest heavily in development.

This guide breaks down the most effective ways to validate your product idea before you build, so you can work through the tough reality checks early and set yourself up for success later.

Why building to validate is a mistake

A super common approach is to treat product development as the validation process itself. Founders dive straight into building, convinced that their one big MVP will answer every assumption they have. But it never does.

Building a product should be about scaling a solution that’s already been proven to work, not a way to find out if there’s demand in the first place.

Of course, there are cases where true R&D is necessary – if you’re developing entirely new technology, for example. But even then, you can (and should) validate whether people need your innovation before sinking years into development.

👀 We know a startup that spent four years and millions in VC funding developing an impressive piece of tech. It looked great in a demo, but when it finally hit the market, it turned out no one actually needed it. They built first, validated later, and it cost them everything.

Instead of betting everything on a single, high-stakes MVP, validation should look more like this:

✅ Running small, low-effort tests to gauge demand

✅ Launching multiple prototypes (five, ten, even fifteen) to refine what truly resonates

✅ Using what you learn to build something that’s worth fully committing to

Great products aren’t built in one shot. They evolve through iteration, testing, and constant feedback. The best way to set yourself up for success? Validate before you build.

The best prototypes to test your idea

Before you invest months into development, test your idea with lightweight prototypes that give you real user insights, without the heavy engineering lift. Here are some of the most effective ways to validate your product before you build.

Prototype #1: Landing pages & smoke tests

Why spend months (or years) building something if you’re not sure people actually want it? Landing pages and smoke tests let you test demand before you commit to development.

The idea is simple: create a page that pitches your product as if it already exists. If people click “Buy” or sign up for early access, that’s a strong signal of interest. If they don’t? You’ve just saved yourself a ton of time, money, and effort.

➡️ Buffer – The social media scheduling tool started as a landing page with pricing tiers before the product even existed. When enough users clicked “buy,” they knew there was demand and started building.

➡️ Opus by Iungo – We worked with Iungo to validate their product idea with a clickable prototype of an app onboarding. Instead of jumping straight into development, we helped them test demand by creating a realistic, interactive experience – without writing a single line of production code. This allowed them to gather real user feedback and refine their concept before committing to a full build. Check out the case study.

1️⃣ Build a quick no-code landing page to gauge interest

You don’t need a full product to validate demand, just a landing page that looks like one. Tools like Webflow, Framer, or Typedream make it easy to create professional, high-converting pages. 

2️⃣ Collect emails or pre-sell

The strongest validation signal is money in the bank – if people are willing to pre-order, you know your idea has legs. 

But even if you’re not ready to take payments, collecting emails is a great way to gauge early interest. Set up a simple waitlist, offer an exclusive beta invite, or provide a free resource in exchange for an email. If people are excited enough to hand over their contact info, you’ll have a built-in audience to engage when you’re ready to launch. Plus, a warm email list can be a huge asset for future marketing efforts.

3️⃣Use ads or organic traffic to measure demand

If you only share your landing page with friends and family, you’ll get biased feedback. 

Instead, drive real traffic to see if strangers – your actual potential users – are interested. 

Paid ads (on Meta, Google, LinkedIn) can generate quick data on which messaging and features resonate best. Organic approaches like Reddit, LinkedIn, or Twitter threads can also work, especially if you’re solving a problem that’s actively discussed in online communities. 

The key? Track conversion rates. If 10%+ of visitors sign up or pre-order, that’s a strong indicator of demand.

4️⃣ Automate outreach

Your landing page will capture interest, but following up with potential users is where you’ll really learn something. It’s a good idea to use tools like Apollo, HubSpot, or Mailchimp to automate email sequences and track engagement. 

• Did someone sign up but not pre-order? Send a follow-up asking what’s holding them back
• Did a potential user reply with interest? Jump on a quick call to learn more about their needs

Nurture these leads and engage in direct conversations to gain deeper insights into what customers actually want before you commit to building.

Strong validation signals

Not all interest is created equal. A few enthusiastic “I’d totally use this!” responses from friends won’t get your product off the ground, but tangible, data-backed signals will.

✅ High conversion rate (10%+ on sign-ups or purchases)

• If 10% or more of visitors sign up or pre-order, it’s a solid indicator of real demand.
• A 20%+ conversion rate? You’re onto something big.

✅ Pre-sales or deposits collected

Nothing validates an idea like people putting money down. Even a $1 reservation fee signals real commitment. If people are willing to put down money now for a future product, that’s a green flag.

✅ Engaged responses & follow-ups

When people DM you, ask detailed questions, or reply to your emails, it means they’re invested.

✅ Referral traffic & organic shares

If people are sharing your landing page or telling their network, it means they believe in the problem and your solution.

✅ Inbound requests

Are users emailing you first asking how they can get early access? That’s the ultimate inbound validation.

If companies or influencers in your space want to collaborate, that’s another strong indicator.

✅ Retention & return visits

Did users sign up and then come back later to check for updates? If users sign up and come back later to check for updates, open follow-up emails, or actively engage in waitlist discussions, that’s a solid green flag.

Weak validation signals

Not every positive response means your product will succeed. Here’s what to be wary of:

⚠️ High traffic, low conversions (<3%)

If 1,000 people visit but only 10 sign up, something’s off. Either the idea isn’t compelling or the landing page isn’t selling it well.

⚠️ People say “I love it” but won’t pre-order

Verbal praise is nice, but if they won’t commit to paying (even a small fee), they’re probably just being polite. Compliments don’t pay the bills.

⚠️ Social media likes but no sign-ups

Getting likes and shares is easy – but if they’re not clicking your CTA, they’re not true leads. If engagement stops at surface-level interactions (likes, retweets, comments), it’s a weak signal.

⚠️ Friends & family validation

Your friends hyping you up doesn’t count as validation. Unless they’re signing up, paying, or recommending it to others, their opinions won’t tell you if your product will succeed.

⚠️ Sign-ups without engagement

If people sign up but never open follow-up emails or respond, they’re likely just mildly curious. A good benchmark:

• 40%+ open rate on follow-up emails
• 5-10%+ reply rate to email outreach

Prototype #2: Concierge MVPs

A Concierge MVP is one of the fastest, lowest-risk ways to validate a startup idea – especially for B2B products. 

Instead of writing a single line of code, you deliver the service manually to prove demand and deeply understand user needs. In fact, this is exactly how some of the biggest startups got their start.

✅ Prove demand before building anything – No need to guess if people will use your product. You get real users, real feedback, and real validation before committing resources.

✅ Iterate quickly – Since there’s no tech to rebuild, you can adjust your offering in real time based on what you learn.

✅ Understand your users better – Handle tasks manually and see exactly where users struggle and what features they actually need.

✅ Save money on unnecessary development – Founders often build things users don’t want. A Concierge MVP means you’re only investing in what matters.

For example: Let’s say you’re building a platform that matches users – job seekers with employers, buyers with sellers, or mentors with mentees. Instead of jumping straight into building a complex matching algorithm, start by doing it manually.

➡️ Airbnb – That’s exactly what Airbnb did in its early days. Before investing in automated booking systems, the founders personally coordinated stays, handled guest communication, and even photographed listings themselves. Only after seeing demand did they build the full platform.

For your own product, you can replicate this approach by using simple tools like spreadsheets, email, and direct communication to match users and track interactions. Once you see consistent demand and understand user expectations, then (and only then) does it make sense to invest in automation.

How to set up a concierge MVP

Step 1: Identify the core problem

Before building anything, get clear on the core problem you’re solving. Ask yourself:

• What’s the pain point my users experience?
• What tasks could be manually done instead of automated?
• What assumptions am I making about how users will behave?

Step 2: Offer a ‘manual’ version of your product

Skip the software for now – deliver the experience manually.

• Use email, spreadsheets, or DMs instead of coding an app.
• Match users manually instead of building an algorithm.
• Process payments via PayPal or Stripe before integrating a full payment system.

Step 3: Onboard early users & track behaviour

• Find early adopters and provide your service as if it were fully built.
• Observe how users interact, where they get stuck, and what they value most.

Talk to users directly, watch their behaviour, and document everything. If your solution genuinely solves a problem, users will return, even if the process isn’t seamless yet.

Step 4: Gather insights & iterate

Once users engage with your service, look for patterns:

• Where do they struggle the most?
• What features are they asking for?
• Are they willing to pay?

If users consistently ask for the same thing, that’s your signal for what to build first.

Step 5: Use what you’ve learned to build the right product

Now that you’ve validated demand, you can start automating the right things. If users are consistently using your service, build the first version of your product. If adoption is low, pivot or refine your offering before committing to full development.

💡A powerful alternative to a concierge MVP is a design partnership, especially for B2B startups. The idea is to work hand-in-hand with an early customer to shape your product. Check out startup playbooks (like this one from a16z) if you want to find out more!

Prototype #3: Fake door tests

A fake door test is a quick, low-risk way to check if users are actually interested in a feature before you invest time and money into building it. 

Instead of developing the feature upfront, you add a button, menu item, or call-to-action that suggests it already exists, then track how many people try to access it.

✅ Gauge real demand before investing in development – If no one clicks, you’ve saved time and money on a feature no one wants.

✅ See if users are willing to pay – Adding a paywall or sign-up step lets you measure actual buying intent.

✅ Validate messaging & positioning – Test different ways of framing a feature to see what resonates.

✅ Collect feedback before building – If users are interested, ask what they expect from the feature to make sure you build the right thing.

How to set up a fake door test

Step 1: Create a ‘fake door’ for your feature

Add a button, menu item, or call-to-action that suggests the feature already exists. This should feel completely natural within your product or website – users should believe it’s available.

Example: “Try our new AI-powered analytics dashboard” with a clickable button.

or

A pricing tier for an unreleased feature to see if users express interest.

Step 2: Track engagement

Use analytics tools like Google Analytics, Mixpanel, or Hotjar to measure how many people click the button. If no one engages, the demand might not be there – or your messaging needs adjusting.

Step 3: Capture user expectations

After clicking, users should see a message that gathers feedback rather than leading to a dead end.

Example: “We’re working on this feature! Want early access? Sign up here.”

or

Example: “This feature is in development – tell us what you’d like to see!”

This turns the test into a learning opportunity: you’re not just validating demand, you’re also understanding what users expect from the feature.

Step 4: Decide what to do next

So, users clicked on your fake door test – now what?

📈 High engagement? That’s a strong sign of interest, but clicks alone don’t mean it’s a valuable feature. Before jumping into development, take a step back:

• Are users coming back? A one-time curiosity click is different from repeat interest.
• Would they pay for it? A click is easy, but committing money (or even time) is a much stronger validation signal.
• What do they actually expect from this feature? Instead of assuming, ask users what they hoped to find when they clicked – this can reveal gaps between what you think they want and what they actually need.
• Would they upgrade for this feature? If you’re testing a paid feature, a strong validation signal is seeing users show willingness to upgrade or pay more.

📉 Low engagement? Before scrapping the idea, ask why:

• Was the test visible and clear? Maybe users didn’t notice it.
• Did it solve a real pain point? If not, it might not be worth building.
• Were the wrong users seeing it? If the right audience didn’t interact, the test might not be conclusive.

💡 Something to remember: we can make 50% of people click on anything, but that doesn’t mean it’s valuable. Asking for direct feedback on what users expected, why they clicked (or didn’t), and how they would use the feature is just as important as the raw numbers. This process will help your team challenge their assumptions and make smarter product decisions.

How to interpret the results of your fake door test

✅ Above 20% Click-Through Rate (CTR) → Strong interest

• Users are highly engaged and intrigued by the feature.
• Consider moving forward with development but refine messaging and collect additional feedback.

✅ 10-20% CTR → Moderate interest

• Some users are interested, but it’s not overwhelming.
• Test different feature descriptions, reposition the messaging, or run a survey to understand hesitation.

✅ Below 10% CTR → Weak Interest

• Users are largely ignoring the feature.
• Either the value proposition isn’t compelling, the placement is off, or the feature just isn’t needed.
• Consider rethinking or pivoting the idea before investing resources.

Also consider tracking: 

• Bounce rate: If most users click but immediately leave after seeing “Coming Soon,” they may not be as interested as you think.
• Sign-up rate: How many users actually enter their email for early access? A 5%+ sign-up rate is a strong commitment signal.
• Follow-up engagement: Do users reach out asking when it will be live? Do they try to find the feature elsewhere? These are high-value signals.
• Paid traffic performance: If you’re running ads to test demand, a conversion rate above 5% is a strong indicator that people actually want this.

How do you run a good fake door test without frustrating users?

A poorly executed fake door test can annoy users, erode credibility, and even hurt retention. Here’s how to do it right:

1. Don’t break current functionality. If users expect a working feature, don’t suddenly remove or disable something they rely on. The test should be additive, not disruptive.

2. Don’t take away things people rely on and replace them with broken versions. A fake door test should never interfere with core functionality. You’re testing new ideas, not breaking what already works.

3. End with a positive ‘success’ message. Instead of just saying, “This feature isn’t available yet,” use it as a chance to engage users further:
   
   1. “We’re working on this feature – want early access? Sign up here.”
   2. “This is something we’re exploring – what would you like to see?”
   3. “Be the first to try it – leave your email, and we’ll notify you!”

Prototype #4: Clickable mockups

Sometimes, the best way to validate an idea is to let users interact with it – before writing a single line of code. Clickable mockups let you simulate the experience of a working product without months of development.

Why showing beats telling – let users interact and give feedback

1. People need to experience value, not just hear about it. Talking about your product’s features isn’t enough – users need to feel the benefits themselves.

2. Users don’t always know what they want until they try it. If you ask users what they want, they’ll often describe something familiar rather than what they actually need. Instead, give them something to interact with and observe how they behave:
   
   1. Do they instinctively know what to do?
   2. Do they get stuck anywhere?
   3. Do they ask, “Can it also do X?”

3. Faster validation = Faster iterations. The sooner you put a rough version in front of users, the sooner you:
   
   1. Spot usability issues
   2. Identify feature gaps
   3. Confirm what users actually care about

4. The strongest validation isn’t a user saying, “I’d use this.” It’s them taking action:
   
   1. Clicking “Buy Now” on a pre-sale page
   2. Signing up for early access
   3. Using a prototype and coming back for more

How to create realistic UX prototypes

Your prototype should look real enough to be plausible. A few days of work on visual design – just enough to create a realistic feel, without getting lost in unnecessary details.

1️⃣ Establish clear learning goals – What are we trying to learn? Are we testing usability, demand, or pricing?

2️⃣ Define success metrics – What will people do if our assumptions are correct? What will they say if our hypothesis is wrong?

3️⃣ Create a structured user journey – Design an experience that helps validate (or invalidate) key assumptions. This could be:

• An onboarding flow
• A landing page
• A mockup of an app home screen
• A step-by-step simulation of a physical experience

4️⃣ Make it presentable & realistic – A rough wireframe won’t cut it. Add just enough design polish to make it plausible and engaging.

5️⃣ Put it in front of users – The best insights come from watching real people interact with your prototype. Ask open-ended questions and track where they struggle.

6️⃣ Collect feedback – Watch people use it in a meeting or in person, validate their reaction against the success criteria you outlined, and mine them for insights. Don’t hesitate to ask questions. 

Prototype #5: Pre-sales & crowdfunding

Getting customers to put money down before development is one of the strongest signals that your idea has real demand. 

Why pre-selling is the strongest validation signal

When it comes to validating a product idea, nothing speaks louder than real money on the table.

• ‍It forces real commitment – People say they would buy things all the time, but when asked to pay upfront, their true level of interest becomes clear.‍
• It eliminates false positives – User surveys, interviews, and waitlists can create an illusion of demand. Pre-sales remove the guesswork by asking for tangible proof.‍
• It attracts serious users – The people willing to pay before launch are often your most valuable early adopters. Their feedback is more insightful because they have real skin in the game.‍
• It de-risks development – Why spend months (or years) building something if no one will buy it? A successful pre-sale means you can invest in development with confidence.‍
• It gives you leverage with investors – A founder with pre-sales has far more credibility when fundraising. Investors see that people already want the product, making it a lower-risk bet.

Superhuman – The email app pre-sold access to its exclusive, invite-only platform before launching. By conducting 1:1 onboarding calls, they validated the need for a premium email experience before scaling development.

Risks & considerations when running a pre-sale test

Pre-selling can be one of the strongest validation signals – if done right. But it also comes with risks that can backfire.

1. Losing trust if you can’t deliver – If too many people buy in and you can’t fulfil the product quickly enough, customers may lose trust in your brand. Be transparent about timelines and expectations. Start small – cap pre-orders at a manageable level. Offer a refund option in case of delays.

2. Testing demand vs just a cool idea – A pre-sale might prove that people like your idea – but will they use the product long-term? Pair pre-sales with user interviews to validate real-world need. Ask potential buyers why they’re purchasing – what specific problem does your product solve for them? Don’t rely only on pre-sales; look for other validation signals (engagement, waitlists, direct conversations).

3. Legal & payment considerations – Some payment providers restrict pre-sales, and taking money before having a product might have legal implications in certain regions. Check payment provider policies – some may freeze funds if they suspect you can’t deliver. If in doubt, structure it as a waitlist with deposits rather than full payments. Clearly state refund policies and expected delivery dates.

4. Over-promising features & scope creep – Pre-sales can pressure founders to overpromise features to make the offer more attractive. This can lead to unrealistic development timelines and bloated scope. Sell the core problem-solving feature, not a wishlist. Frame messaging as: “Here’s what we’re launching first, with more to come based on your feedback.” Set clear, realistic timelines for delivery.

5. Misinterpreting interest as commitment – Some people will pre-order impulsively but won’t actually use the product when it’s ready. Ask for real commitment. A $1 deposit often validates interest better than a free waitlist. If possible, offer a limited beta test alongside pre-sales to gauge real usage. Look for patterns in feedback – what are people actually excited about?

How to gauge real demand vs casual interest

Not all pre-sales mean people will actually use your product. Some ways to measure real demand:

➡️ Taking payments – Even small deposits filter out people who are just curious.

➡️ Reserving usernames – Platforms like StudioWorks let users reserve a username before launch, which helps gauge early interest and commitment. If people are securing their spot, they’re likely serious about using the product.

➡️ Understanding what you’re validating – Pre-sales validate interest, but not necessarily the execution. Be clear about what you’re testing – demand for the idea vs. willingness to pay vs. long-term retention.

Pre-sales are just one signal though – use them alongside user interviews, waitlists, and early engagement to make informed decisions.

Making sense of the results: what comes after testing

So you ran your test. Users clicked, interacted, maybe even pre-ordered. Now what?

How to interpret validation signals

Strong signal → build ASAP

If users are not only engaging but taking meaningful action (pre-ordering, signing up, returning), that’s a clear green light.

✅ High conversion rates (e.g., 20%+ on a pre-sale page)

✅ Users complete key actions without confusion

✅ Requests for additional features that align with your vision

Next step: Move into development with confidence, keeping early adopters engaged as you refine the product.

Weak signal → Rethink before investing

If interest was low, it doesn’t mean your idea is dead – it means you may need to adjust.

⚠️ Low sign-up or purchase rates (e.g., under 5%)

⚠️ Users didn’t understand the value proposition

⚠️ Feedback suggests little enthusiasm or urgency

Next step: Rework messaging, positioning, or your target audience before committing to development. Consider running another test with clearer value propositions or different pricing.

Mixed signal → Dig deeper

If engagement was high but conversions were low, or users interacted but didn’t fully commit, something is off.

🤔 Lots of clicks but few sign-ups → Is there friction in the sign-up process?

🤔 High engagement but no pre-sales → Is the pricing wrong? Are users interested but hesitant to pay?

🤔 Good initial feedback but users didn’t return → Did the product solve a real problem or was it just interesting?

Next step: Conduct user interviews and refine your offer. Identify what’s resonating and what’s causing hesitation before making a decision.

When to pivot vs. when to build

Build if:

✔️ Users are clearly excited about the concept

✔️ There’s early traction (sign-ups, pre-orders, repeat visits)

✔️ Feedback aligns with your original assumptions

Pivot if:

✔️ Interest exists, but users want something slightly different

✔️ The problem is real, but your current solution isn’t quite right

✔️ Users understand the product but don’t see enough value to convert

Example: If users love the idea but are hesitant about the execution, tweak the approach before fully committing to development.

Kill the idea if:

⚠️ Engagement is flat and feedback suggests no real demand

⚠️ Users don’t see value – even after positioning and pricing tweaks

⚠️ You’re pushing the idea harder than users are pulling it from you

How to refine your idea before full-scale development

Once you’ve tested your idea, the next step isn’t to build – it’s to refine. Even strong validation signals can reveal areas that need fine-tuning before you commit to full development. 

1. Address friction points: Look at where users dropped off. Was the onboarding process too complicated? Was the value unclear? Fix the barriers that caused hesitation before moving forward.
2. Narrow your target audience: If interest was low, are you focusing on the wrong market? Would a niche audience respond better?
3. Test pricing early: If users showed interest but hesitated to pay, experiment with different pricing models. Would a freemium tier get more people in the door? Would tiered pricing better match user needs? Find out before launch.
4. Re-run tests with improvements: A failed test isn’t failure – it’s an opportunity to refine. Adjust your offer, messaging, or prototype and try again. Small tweaks can make a huge difference.

The takeaway

1️⃣ Don’t build blindly. Validate demand before writing a single line of code.

2️⃣ Every test is a learning opportunity. A failed experiment is cheaper than a failed product.

3️⃣ The strongest signal? Real commitment. Clicks, sign-ups, and payments speak louder than words.

4️⃣ Start lean, iterate fast. Build the smallest version that gives you real answers—then refine.

Need help validating your product before you invest? Let’s talk!