Fake Button
Create a non-functioning button in an existing product to test interest in a new feature.
What is Fake Button?
The Fake Button experiment is a lightweight validation technique where you add a non-functioning button or feature to your existing product interface to gauge user interest and demand for potential new functionality. When users click the button, they're typically shown a message explaining that the feature is coming soon or asked to join a waitlist. This approach allows you to test user behavior and feature demand without investing time and resources into actual development.
This technique is particularly valuable because it captures real user intent rather than hypothetical responses you might get from surveys or interviews. Users who actively click on a feature button demonstrate genuine interest and need, providing authentic behavioral data. The fake button method helps prioritize your product roadmap based on actual user demand while maintaining development efficiency and reducing the risk of building unwanted features.
When to Use This Experiment
• When you have an existing product with active users and want to test new feature ideas • Before committing development resources to build a new feature or functionality • When you need quantitative data on user interest to support product roadmap decisions • During the growth stage when you're looking to expand your product's value proposition • When stakeholders or investors require evidence of market demand for new features • If you're considering premium features and need to validate willingness to upgrade • When you have multiple feature ideas and need to prioritize which ones to develop first
How to Run This Experiment
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Identify the feature to test - Select a specific feature or functionality you're considering adding to your product based on user feedback, market research, or strategic objectives.
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Design the button/interface element - Create a realistic button, menu item, or interface element that clearly represents the proposed feature. Ensure it fits naturally within your existing UI/UX design.
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Implement the fake button - Add the non-functioning element to your product interface. This typically requires minimal development work - just frontend changes without backend functionality.
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Create the response mechanism - Set up what happens when users click the button. Options include: a 'coming soon' message, waitlist signup form, feedback collection popup, or feature request acknowledgment.
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Set up tracking and analytics - Implement click tracking to measure how many users interact with the fake button. Use tools like Google Analytics, Mixpanel, or your existing analytics platform.
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Deploy and monitor - Release the fake button to your user base (or a segment) and monitor click-through rates, user feedback, and any support inquiries about the missing feature.
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Collect additional data - Gather qualitative feedback from users who clicked the button through follow-up surveys, interviews, or feedback forms to understand their specific needs and expectations.
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Analyze results and make decisions - Evaluate click rates, user segments most interested, and feedback quality to decide whether to proceed with development, modify the concept, or abandon the feature.
Pros and Cons
Pros
• Low cost and quick implementation - Requires minimal development resources and can be deployed rapidly • Real behavioral data - Captures actual user actions rather than stated preferences from surveys • Risk reduction - Prevents investing significant time and money in unwanted features • User segmentation insights - Reveals which user types are most interested in specific features • Roadmap prioritization - Provides concrete data to guide product development decisions
Cons
• Potential user frustration - Users may become annoyed when promised features don't work • Trust and credibility risks - Overuse of fake buttons could damage user trust in your product • Limited context understanding - Doesn't reveal why users want the feature or how they'd actually use it • Requires existing user base - Only works effectively if you already have active users • May create false expectations - Users might expect rapid feature delivery after showing interest
Real-World Examples
Buffer's Instagram scheduling feature: Buffer famously used a fake button to test demand for Instagram post scheduling before the Instagram API supported it. They added a non-functional Instagram option to their interface and measured how many users attempted to use it. The high click-through rate validated strong demand, leading them to develop creative workarounds and eventually launch the feature when technically feasible.
Dropbox's collaborative features: Before investing heavily in team collaboration tools, Dropbox tested various fake buttons for sharing and collaboration features. They measured which collaborative functions users most frequently attempted to access, helping them prioritize which team features to develop first. This approach guided their evolution from personal storage to business collaboration platform.
Airbnb's instant booking: Airbnb tested the concept of instant booking (bypassing host approval) by adding fake 'Book Instantly' buttons to select listings. They tracked click rates and user behavior to validate demand for streamlined booking before developing the complex backend systems required. The positive response data supported their decision to invest in instant booking functionality, which became a key competitive advantage.