Figure 9-22. The Thank You page 3. Design/build the secondary pages. You’ll want to run variants of your landing pages to test different value props, features, copy, and UI design patterns. 4. Run a “controlled” online campaign for a set amount of time. Typically, ad campaigns run less than a week. But it all depends on your budget. 5. Measure the metrics for validate learnings. Everything comes back to your funnel. If you aren’t collecting or looking at the numbers that matter, you can’t make the decisions that will make your product the disruptive invention you’ve always dreamed it could be.