Driving Innovation with Your Website

It can be hard to develop products that you know without a doubt will meet the needs of your customers. Your company needs to continue to offer solutions to your customers’ ever-changing needs, but how can you know what they need if they’re not telling you? Your website visitors might actually be sending you signals indicating what products or services they’re looking for from you.

Site Search

If your website has a site search function, are you paying attention to what people are typing into the search box? In some cases, you might just find product numbers or other things that you know are relevant to the products or services you already offer. However, your site search analytics can also be a goldmine for new ideas. If people are typing in searches for products or services you don’t have, or questions you can’t currently answer, it might be time to see if you can meet these requests with new products or solutions.

“Contact Us” Questions

More often than not, the people using your contact forms are going to ask you questions about your products and services. Sometimes you’ll have the answer for them, but sometimes you won’t. It’s those times that you don’t have a solution that could present an opportunity to create a new product or service.

Quote Requests

When people submit a quote request and share details of their application, take a close look at how they’re using your products. Sometimes how customers are using your products can be the start of new product development.

Google Webmaster Tools

For the more advanced marketer, Google Webmaster Tools can provide insight into what your website visitors are looking for. Within the application, you can dive into the search queries driving traffic to your website. In some cases, you might be aware of these search queries if they align really well with what your company does and with the content on your website. In other cases, you might be able to uncover some surprises. The search queries you don’t expect to find could be what drives your company to create new products or services if you notice quite a bit of traffic coming to your website from those queries.


While focus groups and internal meetings are important to the innovation process, if you’re not paying attention to your website you could be missing out on some new business opportunities.

Posted by MAGNET Ohio in Marketing

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