What Is a Product Experience Strategy?
by Lumavate | Last Updated: Oct 18, 2023
by Lumavate | Last Updated: Oct 18, 2023
As the old saying goes, "Failing to plan is planning to fail." Every single business needs a good product experience strategy to attract potential buyers to products, make sales, and ensure consumers are happy with their purchases long-term. A product experience strategy also targets previous buyers to encourage them to buy items related to their original purchase, or new product that they may be interested in.
A product experience is any experience that someone has with your products. Following are some examples of product experiences:
Viewing a Product Ad. This gives users a first impression of what you offer. It also shows brand information to let users know what problem(s) the product solves.
Viewing a Product Catalog. Your product catalog, whether a physical print version or digital experience, shows your brand line offering. It provides detailed product specifications and pricing information. Consumers view product catalogs to decide which products meet their needs. Dealers refer to product catalogs to answer shopper questions, confirm product specs, and to check pricing.
QR Codes. A QR Code on a print catalog or physical product enables users to look up more information about the product. They can see warranty information, learn how to assemble the product, and how to use it.
Product Samples. These free samples give shoppers a chance to try a new product or convince them to try a new brand.
Product Displays. Your physical or online store set-up enables consumers to interact with your goods. They can compare two or more similar products. They can see the same product in various colors and/or sizes.
Product Use. Product experience happens even after someone buys something for you. As they use it, they'll develop opinions about how well your product works. Is it durable? Does it require a lot of maintenance? Do they use it often or is it sitting unused on a shelf?
A product experience strategy is a plan that helps you create the best possible product experience for customers and potential clients.
To create a winning strategy, you'll need to map out the entire product experience for people in your target audience. This experience includes every interaction a customer will potentially have with your product and what the expected result should be. You'll want to make sure your PPC advertising attracts people who are most likely to be interested in what you're offering. These ads should be clear, and they should link to a dedicated landing page with the product being advertised. Product descriptions should be clear and provide all the information a customer is looking for. This includes color and size options, information about maintenance and care, warranty information, and how-to information when needed.
A list of related products for sale helps customers compare similar products. Perhaps a buyer was attracted to a particular item but then found that it doesn't have a feature they want. Showing similar items for sale underneath each product keeps customers on your site and increases your odds of making a sale. A Product Experience Management (PXM) platform makes it easy for you to provide custom recommendations to each client who comes to your site. It also helps you keep product information up to date. New products are added to your site as soon as they're available. As product information changes, it's immediately updated to ensure consumers get accurate information at all times.
The end goal of product experience management is to ensure that consumers have a positive long-term experience with your products. You want to cultivate long-term brand loyalty rather than temporarily boost sales and profits.
To this end, you make it as easy as possible for people to find what they're looking for. You ensure that all relevant product information is listed with the product. You make sure this information is up-to-date to avoid misunderstandings. Your product description is clear and gives customers a reason to buy from you instead of a competitor. You also provide additional resources and information consumers will need once they buy your product. This can include how-to videos showing how complex products are assembled and used. It could be a list of FAQs for troubleshooting or an owner's manual for products requiring regular maintenance.
When people have a positive product experience with your business, it increases the likelihood that they will do business with you again in the future. What's more, people who are happy with your products are more likely to recommend your products to other people. This is a huge boost to any business because word-of-mouth recommendations result in five times more sales than paid ads. Most marketers agree that it's the most effective form of advertising because it boosts brand awareness and consumers are more likely to trust a personal recommendation than a product advertisement.
Consider the following product experience examples:
Consumer 1 clicked on a product ad. However, the ad goes to a landing page with multiple products for sale. There are few search filters, so it takes a few minutes to find the item in question. Once on the product page, the consumer realizes that there is no information regarding the product warranty or how long it will take the item to arrive. They leave the site and later tell their friends to shop elsewhere.
Consumer 2 sees an item advertised on Facebook. They click on the ad, and it takes them to the product page. They see which colors and sizes are available but is disappointed to find the color they want is out of stock. However, there are product recommendations underneath and the consumer finds what they need and buys it. The item lasts a long time as the product page offers information regarding product care and maintenance. Consumer 2 then recommends that product to their friends on social media.
Product experience and customer experience are both important. However, the two should not be confused. Product experience is limited to a person's interaction with your product. Customer experience encompasses a person's experience with your company. It includes product experience as well as:
Discussions with your sales representatives and customer service department
Experience with product billing and shipping
Interactions with your brand on social media
Lumavate helps you offer the best possible product experience to each person who comes to your business. Get in touch with us to learn more about our services or to request a free demo from one of our experts.