When the riskiest assumption is that the target customer does not trust you can deliver the solution
Here's the analysis.
- My opinion of a landing page is irrelevant as long as the absolute minimum requirements for learning have been met - can it test and measure a user action that can be correlated to a promise. If so - I will always say it is good enough to ship and we will let the market decide if it has done its job.
- The problem is NOT being solved by the NEW solution (the one being offered by this team). And certainly the interviews have not PROVEN anything. It will be interesting to dive back into the interviews and reveal what they really say after zero conversions.
- The customer segment seems to be accurate - I just can't say what this is based on?
- IF REVIEWS AND CREDIBILITY ARE AN ISSUE - we can artificially inflate credibility on the next experiment and see if it helps us hit our target.
- IF PRICE IS THE ISSUE - we can continue to decrease price or find other payers to see if we get the conversion (this adds a little more grease back to the watermelon because we sort of ruled this otu as the riskiest assumption and even if we can get people back into the program for free - wehere are we... but since we may LEARN SOMETHING in the process... it's ok to test this again in a HIGHLY CONTROLLED environment for a limited time.