Demand test: table-top dishwasher, UK
Does a table-top dishwasher at the same price generate more purchase intent than the existing Slim 45, and which part of the concept carries it?
Decision
Concepts
Industry
Home appliances
Market
UK
Channel
Meta
Field days
7
LP visitors
3,580
UK
en
Key findings
With a fixed water tank, 2.5 times the purchase intent of the existing model: 3.51% vs 1.40%.
Sample report
Demand test: table-top dishwasher, UK
Research question 1
Does Compact Tank achieve more purchase intent than the existing Slim 45?
Compact Tank generates 2.5 times the purchase intent of the existing model (3.51% vs 1.40%), with non-overlapping intervals.
Research question 2
Does the table-top form factor alone (Compact) generate more purchase intent than Slim 45?
Compact leads on the interest signal (direction, not proof) but is level with Slim 45 on purchase intent (1.60% vs 1.40%).
Research question 3
How much purchase intent does the fixed water tank add, Compact Tank versus Compact?
The fixed water tank lifts purchase intent by a factor of 2.2 (3.51% vs 1.60%), which makes it the reason to buy rather than an add-on feature.
Test design
3 variants, one variable.
Each step changes exactly one thing: Compact changes only the form factor versus Slim 45 (table-top appliance connected to the tap), Compact Tank changes only the 5-litre fixed water tank instead of a connection versus Compact.
Variant
Setup
Variant A | Slim 45 ; Variant B | Compact ; Variant C | Compact Tank
Three variants, each on its own offer page
Metrics
From ad impression to confirmation.
CTA II is purchase intent: the click with which visitors show interest in the offer. Email and double opt-in follow after the notice that the offer is not yet available.
Field days
7
LP visitors
3,580
Ad spend
£2,582
Channel
Meta
| Slim 45 | Compact | Compact Tank ; Impressions | 201,613 | 184,225 | 174,177 ; Clicks | 1,250 | 1,308 | 1,376 ; CTR | 0.62% | 0.71% | 0.79% ; CPC | £0.69 | £0.65 | £0.63 ; LP visitors | 1,139 | 1,187 | 1,254 ; CTA I | 148 · 12.99% | 196 · 16.51% | 238 · 18.98% ; CTA II · Purchase intent | 16 · 1.40% | 19 · 1.60% | 44 · 3.51% ; Email | 5 · 0.44% | 6 · 0.51% | 15 · 1.20% ; Double opt-in | 3 · 0.26% | 4 · 0.34% | 10 · 0.80% ; Cost per purchase intent | £53.78 | £45.04 | £19.67
Context
What the data also shows.
Audience
Six in ten Compact Tank prospects have no dishwasher connection today and seven in ten rent their home, which points to additional demand rather than cannibalisation of Slim 45 (qualitative).
Market potential
Scaled to Slim 45's UK sales of 12,000 units per year (illustrative), Compact Tank comes to around 30,000 units, range 17,100 to 52,400, so even the lower end is above today's Slim 45 sales (direction, not proof).
Customer journey
How visitors experienced the test.
Nothing is sold. What is measured is how many visitors choose the offer.
Step 1
Ad
The ad appears in a familiar setting, in search or in the feed.
Step 2
Offer page
Visitors see an offer page in a familiar online setting and can show their interest there.
Step 3
Notice
After the click, visitors learn that the offer is not yet available.
Step 4
Anyone who wants to be informed leaves their email voluntarily.
Step 5
Confirmation
The sign-up is confirmed by double opt-in.
Full report · PDF in English
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