You’re here Reviba demand tests Heat pump: 362 leads, 5× baseline 
You’re here Alumo subscription portal 250 leads, 44% of all enquiries 
You’re here Alumo referral rewards 1,030 repeat referrers analysed 
You’re here fngrprnt Founder · brand and web design 
You’re here Still Here (opens Behance in a new tab) Clarity, trust and ease Case study 01 / 04
The short version
Four product ideas went in front of real customers as Meta ads before Alumo committed to building any of them. The heat pump won with 362 leads, five times the baseline. The weakest offer went back to the drawing board.
A selection of the Reviba test creatives
4
product ideas tested with real ads
362
heat pump leads
5×
baseline lead volume
1
offer sent back for a rework
01
The brief
My rock for the quarter was a product development plan to grow revenue through three paths: win market share, launch new products or services, or expand into new markets. The shortlist was ranked on revenue, cost, profit and ease.
Every idea looked good on paper. Building any of them meant stock, installs, training and new processes. That is an expensive way to find out nobody wants something, so we tested demand first.
The rule we kept coming back to
“Don’t optimise processes that shouldn’t exist.”
02
The approach
I call this lead-generating design. Each product became a Meta campaign under a test brand, Reviba, with variants running at the same time. Each variant changed one thing, so a winner could be traced back to a single cause.
The goal was never one good campaign. It was a repeatable formula for finding lead-generating winners, so the next idea could be tested faster than the last.
A creative brief per product: the offer, who it is for and the job it does for them.
Carousel ads, copy written to Alumo’s writing rules and prompts for the imagery.
Compliance flags raised with the CEO before anything went live.
Variants live in parallel, read on lead volume and cost per lead.
03
The four tests
04
What the data said
A lead tells you someone is interested. It doesn’t tell you whether the product makes money once it is installed, or what it costs the team to support. So every result was read twice: once for demand, once for what it would do to gross profit and to operations.
The heat pump creatives that led with savings outperformed every other angle.
Insurance was the worst performer. Part of the audience came from Alumo’s customer lists, and they already get insurance with Alumo.
Call-outs resonated more than insurance or panel washing. People wanted to know that if something goes wrong, it’s handled.
Off-grid packages would add revenue, but generator maintenance adds field work and very little gross profit.
My call on the PV diverter
“I don’t want to add another thing that drives call-backs and costs us R1,000 to fix if it’s not delivering profit.”
Someone asked why we didn’t just install it for everybody if it was that cheap. We agreed to keep testing it, with site assessors asking prospects whether their systems were throttling before offering it.
05
The decisions
Every test fed a roadmap with three lanes. Strong demand alone didn’t earn a launch. It earned a deeper look at price, gross profit and what it would ask of the install teams.
06
The gates
Can we hit 35% gross profit?
Can one team do three installs a day?
Do we hire a plumber, or train someone in plumbing and electrical?
Does it tax our processes without meeting a profit threshold?
07
The next iteration
Lead volume got us here. The next round tracks whether a lead becomes an install that makes money, and what each product costs to support once it is on the roof.
Reviba Care doesn’t relaunch until the real cost of call-outs and warranty work is known. Then the offer gets rebuilt around the thing people responded to: knowing it’s handled.
Next case study · 02
Alumo subscription portal
Read the case study →
Contact
Open to product design and UX roles, remote or in-house. The quickest way to reach me is email.
timothyenricomoses@gmail.com