Help people find your solution — and inspire them to learn more about it.
Make your product and its capabilities easy to discover across search, recommendations, communities, marketplaces, partners, and other channels. Clearly communicate the problem you solve, who you help, and the value you provide so people can quickly determine whether your solution deserves further consideration.
Reduce effort to understand relevance and build confidence early to drive momentum into deeper exploration.
Measures of success
Solution awareness can happen through advertising, word-of-mouth, online search, or AI assistants. Because online search is the most measurable form of discovery, we recommend using it as a proxy for evaluating discoverability.
Tools such as Google Search Console and Ahrefs can help identify the search terms, rankings, and traffic sources most relevant to your solution.
Use these metrics to evaluate how easily people can discover your solution and determine whether it's relevant enough to explore further.
Metric | IBM goal | |
|---|---|---|
Time to discovery | Search for a top category term and measure how quickly your solution can be found | <30 seconds |
Exploration rate | % of visitors who engage beyond the landing experience to documentation, pricing, demos, or trial | 1-5% |
Key moments
The Discover experience is a sequence of moments in which people move from recognizing a need to identifying your product as a possible solution.
Design these moments intentionally to ensure the right people can find your solution, understand its relevance, and know what to do next. Effective Discover experiences create momentum—they don’t just inform. Each interaction should reduce uncertainty and build confidence, leading to one conclusion: this product is worth exploring further.
When teams align on key value moments and design them as a cohesive journey, customers progress smoothly, understanding increases, and intent strengthens.
Key moment | Definition | Touchpoints | How to optimize |
|---|---|---|---|
Search for a solution or discover a need How can I solve this problem? | When potential customers actively seek solutions to a known problem, job-to-be-done, or desired outcome. | – Organic search (search engines, AI assistants) – Paid search and advertising – Analyst and review platforms (G2, Gartner) – Hyperscaler marketplaces – Community discussions and recommendations – Partner referrals | – Make your product information easy to find, understand, and index. – Regularly validate that your product is easily discoverable across the most relevant channels. |
Evaluate relevance of your solution Is this IBM solution worth my attention? | When potential customers encounter your product among the available options, and assess whether it is relevant to their needs, use case, industry, or role. | – Search result titles and descriptions – Product positioning and messaging – Customer logos and testimonials – Analyst recognition and ratings – Product category placement and categorization – Landing pages and solution pages – In-product recommendations | – Clearly communicate who the product is for, what problem it solves, and why it is different from available alternatives. |
Decide to explore your product as a potential solution Should I learn more? | When potential customers determine that your product may be a viable solution and choose to continue their evaluation journey. | – Calls-to-action (Learn more, Watch demo, Get started) – Product and solution pages – Educational content – Customer stories – Interactive previews and demos | – Create enough clarity, credibility, and perceived value for potential customers to take the next step in their evaluation journey. – Make the next step obvious and low-friction through clear, compelling calls-to-action. |