Knowing what people are looking for from your product will make a big difference in the success of your product (or service). Specifically, you would like to know if your product has the right features and / or you are focusing your advertising efforts on relevant aspects for your audience.
How do you find out what people are looking for in your product?
The first logical step would be to do marketing research before the creation of a product / service. Without a well-done market research you will never know if your product has the chance of surviving in the market. You can do customer research in several ways, and every company can adopt a solution that is tailored to a given business environment.
Another good technique to identify what people are looking for is asking your current customers what needs they need fulfilled and create a product service that certainly has a market!
A third method consists of analyzing search queries that are generating conversions for your business (this can be done both with AdWords and natural search results). Based on the search queries that work or not you can discover features of a product that are more valued than others and therefore you might decide to adapt your strategies accordingly.
What should I do once i have all of that information?
This information can be used for a lot of great things. First of all, you can tailor your website to your customers' needs and make sure you are exactly what they are looking for.
You can use the knowledge you just developed to create great landing pages and advertising messages generating a great CTR. As a result of all of that you will see an increase in your conversion rate.
Another use can be found in the use of keywords related to what people are looking for in your website SEO strategy in order to try to show up first for queries that matter.
Finally, you can write blog posts based on the information you receive from your clients and involve even more people with your brand.
You can use all of your creativity to find out even more uses and get ahead of competitors!