Phantom Feature

We start by identifying a feature, service, or product concept that needs validation. Rather than building it outright, we create a CTA that suggests it’s already available. This could be a button labelled “Try Now,” “Request Early Access,” or “Book a Demo.” Once the CTA is in place, we track how many users attempt to engage with it. If the test runs on an existing website, we compare click-through rates with other features to understand relative demand. We sometimes place a short message on the error page itself, inviting users to leave their email if they want to be notified when the feature becomes available. After collecting data over a set period—usually a week—we assess engagement levels. A high number of clicks signals strong demand, justifying further development. A lack of engagement suggests the idea may need refining or repositioning.