As businesses, we are always searching for new and effective strategies to improve the user experience in the digital marketing universe.
One way to do this is always to go straight to the source and get your audience what they think about your products and services.
Although there are tried and true methods to collect feedback from users — and nearly all businesses implement at least one of these strategies —, there is a unique form that individuals would like to present in this blog post.
Unlike traditional and static pieces of content, interactive materials can collect better data from users, working for you understand the quality and effectiveness of your strategies.
Ready to learn more?
What Is User Feedback?
Customer or user feedback is precisely what it sounds like: information from customers about their experience with your product or service.
Often, customer feedback measures a customer’s level of satisfaction with your business or product.
There are various types of user feedback. It can come in the form of both negative and positive information.
For example , an amazing review of a hotel on a web forum like Tripadvisor and a tweet about a negative experience with a customer service agent are both cases of user feedback.
User feedback is not a new method of measuring customer satisfaction, but the way we collect and put it to use is constantly changing.
Therefore , it is important to get user feedback quickly and use it to improve the overall customer experience . Your business will thanks in the long run.
The Importance of Collecting Feedback
Getting customer comments is crucial to growth.
- 86% of consumers are able to pay more for a great customer experience.
- And 32% of them will walk away from a brand after just one single negative experience.
This means that customer feedback will guide your organization to specific areas needing improvement.
Sometimes you actually can’t see the forest for the trees, especially if you’ve been in the forest for a long time.
Rather than trying to improve big issues, listening to what customers say about specific areas of the user experience will let you learn how to best make minor tweaks with a significant impact.
User feedback also gives insight into what your customers think is important.
Maybe you’ve spent a lot of time or money on a thing that isn’t even a big deal to them. Getting that information can help you save both time and money.
Feedback from users who are one step removed from the each and every day operations of your business will help you in designing better processes and reducing negative feedback.
And all the information you get from user feedback, both positive and negative , can be used to build brand loyalty .
Just how to Collect User Feedback with Interactive Content?
Now that you can view some of the benefits of collecting user feedback, you need to know how to try this with interactive content.
Below are a few of the main methods:
Interactive ebooks and whitepapers
The great thing about interactive content is that you can have feedback during content consumption.
Then, you can measure everything to know which parts of the information different users liked the most.
This specific data allow you to know the requirements of your personas better.
It also gives you insights into the topics they prefer, helping you shape future pieces of content.
Interactive quizzes and assessments
Thanks to interactivity, you can check where your users are clicking and what element they appreciate the most.
Plus, you can verify exit points: the specific parts of your content where in fact the user decided to stop reading.
Imagine that you’ve just launched an assessment for businesses that are looking to upgrade their content marketing strategy .
Each answer provided by users will amplify your vision on their pains, behaviors and goals.
They will share this data willingly with you, and you can use it to optimize your strategies.
People crave connection, especially in a digital world.
Using webinars, you can directly communicate with customers and get real-time feedback.
Their messages can be truly relevant and address aspects of your organization that need improvement.
People can ask you about product launch dates and even suggest changes which will enhance futures webinars.
Overall, this type of content is just amazing when it comes to strengthening your relationship with your audience.
Surveys certainly are a great option to collect feedback. They let you know what is working and can be used at various stages of the user experience.
Besides that, the data they offer can be divided into clear groups and analyzed in a variety of ways.
Static surveys can be very useful to your company, but interactive ones are far more helpful tools.
You can add images, animations and also videos to your surveys in order to make the entire experience more fun and engaging.
They are better at capturing someone’s attention and really encourages people to answer the various questions you might have.
This is not a piece of content per se, but it’s centered on interactivity.
Take the Apple Support Community , for example , where Apple users and owners can ask questions, search for answers to questions and find solutions.
You can be sure that Apple closely monitors the forums to recognize repeat issues as they occur, rather than waiting months or years for users to attain out directly to Apple.
It’s worthwhile to note here that sometimes forums can be inundated with negativity.
People want attention when they complain, and social media or a forum are easy places to vent.
In other words, focus on the negative feedback, but don’t take it personally. Sometimes we say things when we are upset that we don’t actually mean.
What To Do with the Feedback You’ve Collected?
You need to evaluate and interpret the data that you will get from the various forms of interactive content.
Why? Customer feedback will help you to:
- Identify areas that need improvement.
- Implement feedback into the funnel .
- Concentrate on where you belong.
- Improve customer service.
- Encourage repeat customers.
- Incentivize employees.
All of these things help your business grow in a positive way.
Are there Tools to get Feedback?
As a matter of fact, you can find.
And the one we’re going to present allows you to receive all of that beautiful feedback and create amazing interactive experiences.
Ion offers templates with a responsive layout for various types of content.
So it’s easy to launch ebooks, infographics, quizzes, landing pages — everything without the need to develop a single line of code.
Ion also helps measure performance, allowing you to get information about that which works and what doesn’t.
It is possible to know exactly how many people downloaded your interactive whitepaper, like and how many performed a certain action (like clicking on a button).
Wrap Up: Take Your Content Strategy to the Next Level With Interactive Content
Hopefully, you aren’t overwhelmed with your options on how to collect user feedback with the implementation of interactive content.
If anything, the knowledge you’ve gained can be used to improve the over all user experience you provide in your everyday business.
Of course, this informative article has just scratched the surface.
If you are ready to simply take your content strategy to the next level, download our Interactive Content Guide .
You’ll gain more insight in to adding interactivity, learn about choosing which format works best for you personally and much more!
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