How to do a successful beta launch and measure success

Introduction

A beta launch can drain you and your company from a productive week. And if done wrongly, the entire process can become redundant with straight back and forth. With such clutter, you may miss out on the ‘secret’ tool for success in SaaS (Software-as-a-Service) industry; that is to provide your customer with the best and latest (software) service experience.

And if you belong to this industry, you know how tough it is to do a successful beta launch, more so to measure the ‘success’ of a beta launch. We get it, beta launches can be tiring, but they don’t have to be; Get on board and let us show you how your next beta launch can succeed.

What is a Saas beta launch (and why is it important?)

A beta launch is one of the determining steps in a feature/product launch process. This is when some of your customers get early access to your new/updated feature. The primary objective of a beta launch is to give you insights into the feature’s performance in a real-life environment.

Here are three more reasons why you should think about a beta launch;

1. Validate your feature/product

   We know that you must have done some market research before putting out any new feature. But now is the time to get some push from your loyal users on whether they need that new feature. The beta launches can affirm the need for the new feature.

2. Minimize Risks

   They say change is the only constant, yet ‘change’ stresses us the most. Hence, rolling out anything new becomes a gamble; no matter how good your feature is, if it does not exceed the previous version in terms of usability, quality, and experience, it will backfire on your reputation in the market.

3. Getting Feedback

   Before launching any new feature on a large scale, it is crucial to know a few things in advance, such as;

   Is there any need for that feature in the market? Is this feature more user-friendly than the previous one? Are there any bugs/glitches that can affect the user experience? Because the beta launch will be the first time, someone outside your internal team uses/tests the fully working product. It will provide an outsider’s perspective, improving the feature (psst, successful organizations even validate design prototypes with selected customers).

   E.g., Google released its new experience feature of G-meet to a few selected customers before rolling it out to everyone.

   So, now that you understand what a beta launch is and why it is crucial. Let’s now look at how to do a successful beta launch.

5 steps road map to a successful beta launch

1. Define the UVP of the Feature

   The first step is to identify and define the Unique Value proposition (UVP) of the new feature. This is the solution you provide to your customers against a specific problem.

   Your UVP can be anything, such as;

   1. Updated UI/UX
   2. An upgrade to the existing feature.
   3. A new feature.
   4. UVP will be the focal point around which the marketing of your new feature will depend. So make sure to define your UVP and communicate it with your customers.

2. Do Robust Internal Testing

   Before rolling out the new feature to even your beta testers, ensure that your internal team has tested it in all parameters.

   Having beta-testing customers does not mean you let them have a bad user experience with your new features. Remember that the first impression often sets biases that could influence their decision.

   By being your beta testers, they invest time in your company, respect that and guarantee them a smooth, glitch-free beta experience.

   In short, test your feature exhaustively before rolling it out to beta testers.

3. Select your Pool of Beta-Testers;

   Having a go-to beta-testing customer group is a time saver for beta launches. To create this pool of users, simply ask your -loyal- customer to be your beta testers.

   You can guarantee their participation by offering intensives, such as;

   1. Special Discounts – For the subscription-based work model
   2. Extended Free access to some premium features
   3. Invitation to launch party
   4. Gift Vouchers (e.g., Amazon gift card)

   But make sure this pool covers every segment of users (free users, small businesses, large enterprises, etc.).

   We recommend having your customers as beta testers; in any case, if you do not have this pool of users, you can opt for beta testing websites (e.g., Betalist, Ubertester, Killerstartups, etc.)

4. Select the Appropriate Beta Testing form

   In the SaaS space, we have two types of beta releases. Each has specific advantages over the other; you can opt for any one or both, one followed by another, to get dynamic data on your feature.

   The two types of beta releases are;

   1. Private Beta: Usually preferred. Only selected customers get access to the feature; this ensures qualitative feedback on the feature.
   2. Public Beta: In this, the feature is open to everyone who consents to be beta testers. Public beta gives quantitative feedback, and it can also test the traffic response of the feature.

5. Collect Feedback and Work on them

   This is a critical stage because getting feedback gives you insights on the feature, implementing which you can fine-tune the product towards ‘perfection.’

   After releasing the beta version to your select few customers, you need to get valuable feedback from them. And to get valuable feedback, make sure you ask specific questions related to the set goals from the feature.

   Recall the beta testing objectives, compare them with the feedback, analyze the improvement areas, and work on any new valuable suggestions.

   And here you have it, the road map to a successful beta launch.