Running a tech business is not easy by any means. Sleepless nights, long hours creating and advertising your business and/or products—there never seems to end in sight. However, even with long hard work put into planning and creating the product, if you’re unsure know how to market it correctly, then how can you succeed?
To create a marketing strategy that is sure to work, you need to understand how your customers use your product. One way to get to know them better is through personal interactions or customer surveys, but that alone might not get you all the information you need. This is where the digital product experience comes into play.
Digital Product Experience
The digital product experience might seem simple, but it’s actually quite complicated and doesn’t end until the user quits using the product for good. It includes:
- Multiple phases beginning with an onboarding stage where the user is introduced to the product, followed by product adoption, retention, and potentially offboarding.
- The complete storyline of how the user interacts with the product. For instance, where they click, how long spend using a particular feature, and where they exit.
- Perceptions based on all interactions with the digital product and how the product makes them feel while using it.
As a business, you can maximize your users’ product experience to create success for not only them but for your company as well.
Importance of Managing the Product Experience
So now that you know what the digital product experience is, you need to know why that matters to you. For starters, a company that doesn’t care about how their customers use their products will not prove sustainable for years to come. Companies that do care know how to use this data to their benefit.
Tracking and managing product experience data allows companies to pick up on user trends, system malfunctions, common complaints, and more. This is the easiest way to find areas that need improvement—and obviously, you want to make improvements to keep your product up and running and to keep customers happy.
In order to successfully utilize product experience insights, you need to organise and continuously manage the data. The best way to do this is with product experience software. This software tracks all product experience data and breaks it down into easy to understand graphs.
You can attempt to track your product’s usage manually, but that would require multiple data housing tools, along with an analytics platform and spreadsheet management system. This could become a drain on resources, whereas product experience software would streamline the entire process.
In return, marketing becomes more efficient.
Marketing Based Off a Great Product Experience
Everyone thinks they have created a great product and that it will one day land their business in the Forbes 500 magazine. However, it is often not the case.
To ensure you’re selling a good product, you shouldn’t end testing immediately after the launch. After the product drops, it is a good idea to implement a product experience software program to test your product with real, interested customers further. Alterations should be made as product usage data and customer feedback comes in through the PX software.
It is best to follow this order because you need an excellent product and product experience before you can perfect marketing. Although they do work hand-in-hand, without a good product, there’s nothing to market, but without thoughtful marketing, the product can go unnoticed.
So now that you’re sure you have a worthwhile product, how do you bring people to it? As mentioned earlier, product experience software allows you to track a user’s entire journey with a product. Marketers can use this to learn more about customers and what they truly want.
Knowing this, the marketing team can create hyper-focused target markets and specific advertising messages to each group. Similarly, knowing how to market a product is just as important as it is to know where to market. What does that mean? Well, you can learn from your users where they heard about your product, whether it be on social networks, print materials, or word-of-mouth.
Knowing what your happy customers prefer can make it easier for your marketing team to make data-driven changes if needed.
A Final Note
If you are not using a product experience software program, you’re missing a golden opportunity to learn valuable customer insights. Marketing a digital product without understanding how customers use the product and understanding their feelings of the item is like guessing game. Don’t waste time, effort, or funds on a poorly researched and untested marketing strategy.