This Test Brought Us 64 Leads for a New Product

Experiment #1: What happens if we try to capture demand at the very beginning of the homepage?

May 07, 2025

Hi, it’s Andreas, and I’m back with Growth—my newsletter featuring weekly growth experiments, proven strategies, and case studies to help grow your business.

My series Growth Bites was all about growth hacks, but it mainly focused on the theory behind them. I figured that while sharing the theory is helpful, it’s even better to show you real growth experiments I’m running… complete with results, real numbers, and insights into what’s working and what’s not.

Since I have a backlog of documented experiments and several ongoing ones, I realized this is exactly what I want the series to become. So “Growth Bites” will evolve into “Growth Lab”, where I’ll share real experiments. (And while I may not always be able to share screenshots, I’ll use graphics to explain the experiments—and I’ll always include the real numbers.)

Let’s dive in.

We recently launched a new product.

One thing that was on our minds: how do we capture demand immediately on our website?

Of course, alongside a launch campaign and go-to-market strategy, we thought it would be smart to have something in place as soon as someone lands on our site.

So, we experimented with a small popup.

Hypothesis

Our hypothesis we wanted to test was:

If we place a pop-up in the above-the-fold section of our website (where the hero image is), we can capture interest from:
A) people who visit our website after seeing our announcement/launch campaign, and
B) people who already know us and are curious about our new product.

Experiment Design

We placed a small one-line pop-up in the header of our website with a concise value proposition. It opened one second after someone landed on the website.

Clicking on it led users to a form where they could add themselves to the waiting list for the product launch.

Results

This experiment ran from December 4, 2024, to May 1, 2025.

It generated 398 clicks.

From those clicks, we captured 64 leads.

Conversion rate from clicks to leads: 16.08%.

Those 64 leads gave us a solid base of interested users. Of course, the number could have been higher, but we weren’t actively focusing on optimizing the pop-up.

Alongside our other activities for the new product, it was simply there as a passive capture tool.

Take aways

Think about this:

You want to capture demand from people who are interested in what you talk about on social media. In our case, it was a new product. And where do you capture that demand?

Right - usually on your website.

But instead of letting someone click through the whole site to the respective pages, we decided to try capturing them as soon as they landed on it.

See you next time! 👋🏼

PS: If you enjoyed this experiment, please tap the like button and let me know in the comments below. Thank you! 💛