Home/Decisions/ Value proposition
Know which promise convinces. Before the campaign.
Test value propositions, claims and positioning against real purchase or sign-up decisions. Not against clicks, likes or approval.
Sleep better, 100 nights risk-free.
€599 incl. VAT
Add to basketRisk-free achieves the highest purchase intent.
Customers decide in their familiar online environment
Pre-test and behavioural test
Pre-tests measure recall. Horizon measures purchase intent.
Ad pre-tests and claim surveys show which message stands out and is liked. Whether it motivates a purchase is decided later: on the offer page, alongside price and product. Horizon tests every promise end to end, from the ad to the purchase decision, before the campaign, packaging or positioning are fixed.
One promise, tested end to end
Ad
100 nights risk-free.
ruhwerk · Mattress
Offer page
Sleep better, 100 nights risk-free.
Seven comfort zones
Free delivery
€599
Add to basketMeasured
Purchase intent
per promise, instead of recall, liking or clicks.
Illustration. Each variant shows its promise in the ad and offer page, everything else stays the same.
Case · Leading appliance manufacturer
Two campaign angles, almost double the purchase intent.
An appliance manufacturer wanted to know which promise to advertise its best-selling food processor with. Two offer pages, the same ad space, real consumers.
5,164
consumers
7 days
in field
1.8x
as much purchase intent
Purchase intent per offer page visitor
“Effortlessly efficient”
12.3%
“Live healthy”
6.7%
The company was able to focus on the stronger campaign angle.
Typical questions
Which message do you want to test?
For marketing and brand: before campaign, media budget and agency work are committed.
01
Which benefit?
Price, quality, safety or sustainability?
02
Which claim?
Which wording leads to a purchase?
03
For whom?
Which target group responds to which promise?
04
Which positioning?
Premium, entry level or specialist?
05
Which proof point?
Seal, guarantee or test verdict: what leads to a purchase?
06
Which campaign?
Which message deserves the media budget?
Methods compared
Claim test, A/B test or behavioural test?
Every method has its strength. Horizon complements surveys where the final decision is at stake.
Claim test in survey
Live A/B test
Horizon
Basis
Rating of statements
Clicks in your own channel
Purchase or sign-up decision in an online environment
Strength
Many claims, fast
Real customers, real channel
Before launch, even with a test brand
Best for
Shortlisting
Optimisation after launch
The decision before launch
How a test works
A robust decision in four weeks.
Your effort: a briefing, product images and four short meetings. The Horizon team takes care of the rest.
Week 1
Question and variants
You bring your variants, we sharpen the question and define up to six variants.
Week 2
Ads and offer pages
Horizon builds realistic ads and offer pages, with your brand or a brand developed specifically for the test.
Week 3
7 days in field
Your target group sees the offer in their familiar online environment and decides. You follow everything live.
Week 4
Result and data analysis
Purchase or sign-up intent per variant, statistically robust, as a data analysis for your decision.
With Horizon, we make strategic decisions based on actual customer behaviour, not just on assumptions or opinions.
To take away
What your result looks like.
This is what a Horizon results report looks like: question, variants, purchase or sign-up intent and data analysis on just a few pages.
Message test mattress
ruhwerk · Example
+70%
B versus A
35 to 49
strongest age group
Risk-free achieves the highest purchase intent.
Example values
FAQ
Frequently asked questions.
Isn't that simply an A/B test?
No. A/B tests run in your own channel after launch. Horizon tests beforehand, even for offers that do not exist yet, and measures purchase intent instead of clicks.
How many messages are possible?
Up to six per test.
Can the test run without our brand?
Yes. You test with your brand or with a brand developed specifically for the test.
How does this fit with campaign pre-tests?
As a complement. Pre-tests check ad creative, Horizon checks which promise leads to a purchase.
Let's talk about your next decision.
You bring your messages, we sketch a possible test design. No preparation needed on your side.
You will speak with Daniel Putsche
Founder & CEO, 30 minutes
Read more