We all know one of the main purposes of packaging design is to create aesthetically pleasing packaging that helps sell your product. However, it is also important to ensure that your packaging is speaking to people who use your product and converting users.
We have gathered a few tips on how to test the efficacy of your packaging design, and how to adjust your designs to convert users.
We know it’s designers (or teams of designers) who typically put out packaging design. However, one way to truly tell if your customers are effectively engaging with your designs is to conduct testing on them. One way to do this is through the use of surveys. Think about when you get an email from a company that you are on a communication list for, asking you to share your thoughts. Usually, that is done through surveys.
A broader way to engage with your customers could also be filming live broadcasts of new designs or concepts on platforms like Instagram and Facebook. These tend to cast a broader web, but your following will also include buyers who purchase your products. They also allow active and potential customers to ask questions, make comments, or show their likes in real time.
Measuring customer effort means being able to determine how easy or difficult it is for customers to use your product or packaging. Ensuring that your packaging is easy to read and navigate will often lead to greater customer loyalty. Whereas, products and packaging that require higher customer effort to use will result in consumers looking elsewhere for a similar item.
One way to measure customer effort is to have customers send you feedback about some of your user goals Here are some questions to consider:
You can also use surveys or quizzes to measure effort.
This means investing time in order to understand your customers. When they hit your landing page, what are they hoping to accomplish? And why are they on your site to begin with?
The better you understand your users, the more you can adjust your packaging to fit their needs. This ensures that they will likely get a more tailored experience that they will not find with your competitors.
Again, we can’t stress the use of surveys enough. Ask customers confidentially what their goals are and what they hope to get out of your packaging. To ensure better and more accurate results, try surveying customers right after they visit your site or purchasing a product.
Kirsten Crisostomo is a freelance copy and content writer based in Vancouver, BC.