Creating a new digital product or feature for a website, mobile app, or even a service offering requires more than just having a good idea. You will need a solid digital product strategy. These strategies often include extensive market and customer research. A great way to gather this data to define your digital product's value is to use online surveys and social media.
Perhaps you have a website, and you have determined that a specific feature isn't delivering a great user experience. An example may be that you have an eCommerce website. You have thousands of categories and products that make it challenging to narrow down and find a particular product a customer may be trying to find. You then decide that you should either create a more robust search feature or improve your filtering options on your product listings. After careful consideration and looking at your usage metrics for each element, you determine you should enhance the filtering option.
You then set out to build a new digital product strategy that completely redesigns your filtering system. This redesign is bound to help your customers quickly find the options they want to use.
When creating any product strategy, one of the first things you will do is conduct market and customer research using existing data you may gather from your competitors and in-depth study cases. But what if your competitors don't quite have your problem solved and aren't much better off than you are? That's when you can use online surveys and social media to set a clear path for your strategy.
Using Online Surveys to Conduct Customer Research
An excellent way to get valuable feedback can be as simple as asking your existing customers for their feedback. In our example of improving the product filtering functionality, you could use a survey on your category pages and ask your customers if they are satisfied with the filtering options available to them. You can give them two simple choices: "I'm happy with the filtering option" and end it there with a "Thank You" if they choose that option. If they instead choose "It could be better," you may then say "Thank You" and append "How can we make this better?" or a similar follow-up question to gather even more actionable data.
Tools like SoGoSurvey and Survey Monkey are great for creating and posting custom surveys on your website.
Using Social Media to Conduct Customer Research
In the case of Social Media, you would not be able to gather insight into how you can improve your filtering options because this is not your website or platform where you'll be using this feature. In this case, you may need to think of a broader subject about your product or services, which could serve as your next primary digital product strategy. For example, suppose you are thinking of adding a new product line to your website. In addition to using surveys, you could use a social media platform like Facebook to ask your fans. You can also use their paid marketing platform or even reach out to an influencer with a large and engaged audience to collaborate with you for even faster results.
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