Building a product people love and want to come back is sturdy. When it comes to product experience, it hones on the most crucial element, i.e., the user. Knowing what your customers want is the key to improving your product experience.
Whether you’re an ecommerce retailer or sell digital products, you must offer your customers a fantastic experience.
Besides, people now expect a meaningful and personalized shopping experience, which means if you’re selling online, it’s your duty to understand your customers inside out. Otherwise, before you know, your customers would have moved away from you.
Importance of Offering a Great Product Experience
Before a few years, businesses focused on only one thing: sales. Their end goal was to sell as many products as possible. Besides, customers didn’t have much choice, so businesses were ruling the way they want.
However, since the evolution from offline to an online model, consumers now have unlimited choices and hence have all the power. It is estimated that there are 2-3 million e-commerce websites in the world (I didn’t say good product experience). Imagine the level of competition you have. This means you need your customers more than they need you.
Also, the way digital companies are targeting their customers is exceptional. For example, how many times have you seen the same product on social media just after you have browsed through an online website? That’s how companies remind users about the product they have shown interest in and convert them. If you’re not doing the same, you’ll be left behind in this competitive world.
Product Experience Requires Company-Wide Effort
Product experience is not only about offering a great product. It goes far beyond that. It includes all types of interactions that happen with your product. This means your product-development and customer-facing teams need to work on this together.
You might be refining your products every month (or every few months, depending on what you sell). But if your customer-facing team is not equipped with enough information about the updates, they won’t be able to educate your customers about the real value of your updated product.
No matter how much effort you put into updating the product. If your customers don’t know the real value of the products, all your efforts are wasted.
Creating Exceptional Product Experiences
Saying all your departments need to work closely together and executing it is very different. You need to assign roles in a way that holds each department accountable.
These steps can help you divide roles across the organization and deliver a better product experience.
Product: Assign two people from the product development team to teach sales and marketing executives about the latest updates. These people will also be responsible for teaching customer executives about possible questions about the product.
Customer Success: Customer executives must discuss the most common questions/problems people have about the product. This will help you design answers accordingly.
Sales and Marketing: Your sales teams must design demos and guide users to move them down the sales funnel. Marketing teams will then create ads to drive awareness about your products.
Additionally, dive into your Google Analytics to get insights such as:
- How well your product is retaining customers?
- How users move from the awareness stage to the buying stage and what difficulty they’re facing?
- Identify where most users fall off from your buying cycle.
- Identify upsell opportunities.
Also, look at your customer complaints/tickets. It will help you find what problem most users are facing and create a FAQ page accordingly.
You can also integrate a chatbot on your website and feed it with all the information about your product. When your site visitors have any questions related to the product, a chatbot can provide them with an answer. Since chatbots stay active 24/7, it can quickly improve user-experience.
Use email marketing to create awareness about the new features/developments in the product.
Also, you can ask customers to give feedback about your product. This is by far the best way to improve your product experience. After all, your customers are the ones using your product. They can tell exactly what you need to do to improve the experience.
You can reward them for providing feedback. It could be as small as a 10% discount on their next purchase.
You can ask your customer-facing teams to call your most loyal customers and ask if they want to share any feedback related to your product. However, don’t call them every now and then, it will hamper the user experience.
Improving your product experience is very crucial. It doesn’t have to be difficult, especially if you follow the best practices. Start by collaborating product development teams with customer-facing teams.
Also, consider collecting customer feedback regularly to understand their pain points and improvise accordingly. You can reward customers for taking out their precious time to give you feedback.