4 Times Customer Feedback Made Products More Successful

Letizia Zappa
By Letizia Zappa

The most successful products are usually the most innovative. And in almost all cases, the most reliable source of good ideas for innovating your products is customer feedback.

This blog post is made in cooperation with Zach Watson, DePalma Studios

The most successful products are usually the most innovative.

A “disruptive” product is just an offering that’s more innovative than its competition.

To keep pace with the changing needs of their market, businesses often agonize over how to foster innovation from within. But this approach misses the true source.

In almost all cases, the most reliable source of good ideas for improving your product is customer feedback.

Your customers are the people who use your product the most often. They are best equipped to provide feedback on how to improve it or in what new direction to go.

And this isn’t just an opinion. There’s a library of evidence to back up this idea.

To illustrate just how powerful customer feedback can be, let’s examine four instances where customer input was the catalyst for innovative improvements in product design or performance.

1: When Amazon Asked, “Was this review helpful?”

Over the past decade or so, reviews have become the backbone of digital commerce. From restaurants to rental cars, an overwhelming amount of digital purchases are made based purely on customer reviews.

When products reach around 20 positive reviews, they become substantially more attractive. But there’s also a threshold of utility.

If too many reviews flood a product page, the experience becomes overwhelming. The persuasiveness of the reviews is replaced with confusion.

Amazon was dealing with this exact problem several years ago. Even then, Amazon was rich with customer reviews, but they were unorganized and overwhelming for users.

Eventually, someone decided that people should also rank reviews as well as leave them. The call to action on the website read “Was this review helpful to you?”

Customers began ranking reviews in droves. And now the first reviews that appear on a page are those that are most appreciated by customers.

One analyst estimated this one piece of customer feedback increased sales in the media products category by over 20%.

Considering the scale at which Amazon operates, this one question likely brought in billions for the company.

2: When Mozilla Rebranded

As the web’s most popular open-source browser, Mozilla is customer-centric by design.

Since the company’s inception, Firefox has been Mozilla’s flagship. But times change, and the company has been working on a suite of new apps to expand into new markets.

New offers require new marketing, and Firefox’s famous emblem can’t encompass all the product’s in the company’s roadmap. To keep their customers involved with the brand, Mozilla created two different design systems and asked for any and all feedback.

This is ingenious for a couple of reasons.

First, it’s rare that people have the opportunity to help create an entire design system. Typically, companies ask for feedback on a single logo.

Giving customers a voice in the growth of the Firefox brand instills people with a sense of ownership in the company. It makes them brand loyal.

Second, whichever design system wins will already have a sense of familiarity for many of Firefox’s customers. Instead of having to adjust to a new design, people will already understand the branding of Firefox’s new products.

This is customer-centric marketing at its finest.

3: When Groove Optimized Their Onboarding

Groove is a SaaS help desk product, and like any good product, they’ve been interested in customer feedback since they launched.

After only a few years in business, the Groove team used a customer-centered design process to redesign their website.

But even if their website was better, Groove still had an onboarding problem. Too many people churned after signing up for a free trial because the process was confusing.

So after learning how powerful customer feedback could be for design, they decided to apply it to their onboarding process.

In their first onboarding email, the marketing team asked a simple question: “Why did you sign up for Groove?”

The results were overwhelming.

The email’s response rate skyrocketed from single digits to 41%, and the resulting customer feedback has helped Groove optimize their entire onboarding process and uncover feature requests they didn’t realize customers needed.

4: When UserReport Helped Tipsbladet Grow Their Audience

Tipsbladet is an online sports magazine providing news about football from all the biggest leagues across Europe.

Like any other news site, Tipsbladet wanted to increase their number of page views and sessions on their site. To achieve this, they were aware that they needed to get in touch with their current users. More specifically, they needed a tool that could tell them what their visitors actually thought of Tipsbladet and how satisfied they were with the content Tipsbladet was offering them.

To get these insights, Tipsbladet started collecting feedback from their visitors via UserReport’s free online survey tool. By combining UserReport’s standard questions with their own site-specific questions, they were able to collect the answers they needed.

By getting insights into what content their users found most valuable and what content they were less interested in, Tipsbladet was able to adjust the content based on their visitors’ wishes. Three weeks later, Tipsbladet experienced that the content adjustments had led to an incredible 44% increase in traffic.

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Regardless of industry or audience, customers will always be a dependable source of innovation.

Gather their feedback as often as possible, and you’ll have the knowledge you need to continually improve your product, retain your current users, and acquire new customers.

With UserReport’s survey tool and feedback forum, you can have direct interaction with your customers and learn who your customers are, what they are looking for – and how they think you can improve.

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