There are two basic approaches to project implementation – project-based and product-based. In the first case, the emphasis is on the process, and in the second – on the result and benefit to the client. Both concepts have their place, but in conditions of fierce competition and a large number of similar offerings, the business should be client-oriented and strive to solve their problems, and well-known companies, like Vave or Amazon are a great example of this. Let’s find out what the product approach is and what its specifics are.

What the Product Approach Is

It’s a concept centered around customer benefit. This approach involves creating a product that will actually be useful and in demand. It was first used by IT companies, but later it spread to other industries.

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The product approach in the development and promotion of sites – the achievement of a business goal. It doesn’t matter how good the resource is if it doesn’t help the customer attract new customers and make money.


Working on this concept, companies spend more time discovering and analyzing the product, the pains of the target audience. For example, in the region there is no service to search for discounts in stores, and users, as revealed in a focus group, want to get a site that will show promotions of all supermarkets. In this case, it’s possible to proceed to development, as there is confidence in the prospects of the project.

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Features of the Product Approach

The concept is characterized by:

  • Result orientation – the product should solve a problem or eliminate a business pain.
  • Usefulness – aspiration to maximum value for the end user.
  • Simplicity – movement from the simple to the complex and close interaction of all performers to eliminate misunderstanding of the task.
  • Objectivity – the ability to evaluate the effectiveness of a product using metrics.

Why Use the Product Approach in Business Promotion

Internet marketing teams are divided into 2 groups:

  • Project-based.
  • Product-based.


The former emphasize technical metrics, i.e., number of visitors, click-through depth and other metrics. They even offer services for creating bots to tweak behavioral factors. However, for business and the end client, metrics don’t matter: who cares how well the site ranks, if there are no more orders.

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Because of this, a product approach emerged that prioritized web design, UX/UI, and useful content for the reader. A user-friendly interface, an attractive product presentation that takes into account the pains of the target audience, disposes the customer to the company and motivates them to place an order.


At the same time, work on one side of the project doesn’t end when the sprint is over. The team is constantly testing intermediate results, working with the target audience and looking for the best ways to interact with the client.


As a result, the customer receives not just a professionally completed project, but a product that solves the problem. The budget isn’t spent on meaningless tricks and artificial pumping of metrics.

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How to Start Using the Product Approach

Generate Ideas as a Team

Brainstorms – meetings where participants come up with many hypotheses – are great for this. At this stage they are fixed without discussion. Then the best options are considered more deeply and tested in practice.

Study All the Features of Your Target Audience

It’s necessary to know the consumer by sight, i.e. to determine his age, sex, level of education, income, interests and tastes. By understanding it, the team will be able to choose the best site design, find relevant channels of attraction, etc.


SEO also depends on it. If the product is in the premium segment and is aimed at large businesses, it’s strange to promote the pages of the site for the keys “cheap”, “inexpensive”.

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If there is no certainty that the product or one of its aspects can bring the desired results, the company should test the intermediate results. To do this, they often invite representatives of the audience. And the technical parameters can be checked independently, using SEO tools.

Conduct User Surveys and In-person Testing

Marketing research always has a margin of error. Because of this, product analysts and marketers conduct questionnaires and focus groups. They allow you to talk to the customer and ask them directly what they need and what they’re missing.

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