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?
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.
Usually, customer feedback measures a customer’s level of satisfaction with your business or product.
There are many different 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 use it is constantly changing.
Therefore, it is important to get user feedback quickly and use it to improve the overall customer experience. Your business will thank you in the long run.
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.
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.
2. 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 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 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.
4. Interactive surveys
Surveys 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 provide can be divided into clear groups and analyzed in a variety of ways.
Static surveys can be very useful to your business, but interactive ones are more helpful tools.
You can add images, animations and even videos to your surveys in order to make the overall 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 based 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 identify repeat issues as they occur, rather than waiting months or years for users to reach out directly to Apple.
It is worthwhile to note here that sometimes forums can be overrun with negativity.
People want attention when they complain, and social media or a forum are easy places to vent.
In other words, pay attention to 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 analyze and interpret the data that you 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.
- Focus 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 Collect Feedback?
As a matter of fact, there are.
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 what works and what doesn’t.
You can know exactly how many people downloaded your interactive whitepaper, for example, and how many performed a specific 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 the 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 overall user experience you provide in your everyday business.
Of course, this article has just scratched the surface.
If you are ready to take your content strategy to the next level, download our Interactive Content Guide.
You’ll gain more insight into adding interactivity, learn about choosing which format works best for you and much more!