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 to go straight to the source and ask 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 we would like to present in this blog post.
Unlike traditional and static pieces of content, interactive materials can collect better data from users, helping you understand the quality and effectiveness of your strategies.
Ready to know more?
The Importance of Collecting Feedback
Getting customer feedback is crucial to growth.
- 86% of consumers are willing 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 in need of improvement.
Sometimes you really 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 aspects of the user experience will let you understand 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 something 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 everyday operations of your business will assist you in designing better processes and reducing negative feedback.
And all of the information you get from user feedback, both positive and negative, can be used to build brand loyalty.
How to Collect User Feedback with Interactive Content?
Now that you can see some of the benefits of collecting user feedback, you need to know how to do this with interactive content.
Here are some of the main methods:
1. Interactive ebooks and whitepapers
The fantastic thing about interactive content is that you can have feedback during content consumption.
While creating an ebook or whitepaper, for example, you can include interactive chapters and small quizzes for the reader.
Then, you can measure everything to know which parts of the content different users liked the most.
This valuable data allow you to know the needs of your personas better.
It also gives you insights into the topics they prefer, helping you shape future pieces of content.
Sometimes, users end up engaging with sections you might not expect. It’s revealing when an interactive whitepaper chapter you considered “just filler” suddenly spikes in responses while your so-called star chapter only gets a shrug. This is the sort of thing you’d never pick up on if you weren’t looking at the numbers baked right into the way people read and react. You realize your hunches might need a rethink—or maybe just a tweak to your content roadmap for the next quarter.
There’s also a nice side effect: interactive chapters can break up the monotony for your readers. They get that sense of agency and, in return, you get more honest, actionable feedback by lowering the commitment barrier. People won’t always fill out a feedback form at the end of a 30-page PDF, but toss in a quick poll or reaction button halfway through and suddenly the participation rate jumps. It’s more like a conversation than just broadcasting content and hoping someone cares.
2. Interactive quizzes and assessments
Quizzes and assessments work a little bit like the examples above.
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 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.
3. Webinars
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 business that need improvement.
People can ask you about product launch dates and even suggest changes that will enhance futures webinars.
Overall, this type of content is just amazing when it comes to strengthening your relationship with your audience.
}}
