Every business aims at building scalable and sustainable growth products. But the play store and market places are crowded with millions of such products solving a great problem but never made it big because of the usability issue. Yes, when we say a product is not well adopted by the users, it does mean that the users are not satisfied with the product to use it further or for the long term. Hence, product adoption is a key primary factor that denotes the success of the product with the new users who eventually are expected to be extensive users of the product.
In fact, based on the set of things that gets achieved with good product adoption, it is hard to attribute a single metric or a single theory as a good indicator of product success. Hence here is the list of synonymous indicators of a good product adoption strategy that paves the way to success.
The stickiness of the product:
New users need to feel the product suits their needs and stick to it since they started using the product. In SaaS and consumer space, the stickiness of the product is also defined as retention. So a good percentage of the acquired users retaining to use it even after the onboarding phase is a good indicator of product success at the early stage.
Less abandonment or bounce rate:
If a new user is signing up for the product and switching between different screens and logging up permanently is a sign of poor product usage. The business should closely monitor such abandoning user interactions to figure out the usability issues of particular screens or at times need to redefine the positioning of different features in the product. A guided walkthrough across such user journeys would retain a major percentage of drop-offs at the adoption stage.
New users extensively use a product if it has the right hooks at the right places to engage them. Many times these hooks are extremely helpful to entertain users on the platform for hours. For example, adding gamification to the product not only adds ease of functionality to the product but also entertains users with game mechanics to use the product for a longer term.
Figuring out which features are extensively used by the early adopters before they eventually turn out to be the most loyal customers is a key here. Such data insights help businesses to pitch the most retaining product features to all the new users thereafter to boost retention.
Responding to campaigns:
User engagement campaigns engage users to participate in a sale, or upgrade the subscription, or at times learn the best practices or benchmarks.
Thus users responding to such campaigns is a positive and is a sign of good product adoption.
The first impressions matter a lot. For the apps/products which haven’t got a chance to review their beta releases, early users feedback is really important. At times user comments can deliver insights about user expectations. Using the valuable feedback to strategize the product roadmap like adding a new feature or changing the UI for a better user experience.
Triggers initiate behavioral change in users. So for users to get adopted at the earliest, triggers play a great role. A trigger can be as simple as a personalized push to motivate the users to make that purchase or can be as complex as a personalized user journey on past behavioral conditions.
When it comes to tracking success, one cannot help without listing a set of KPIs and recording the change percentage of those metrics over time. Thus metrics tracking helps to set the direction of campaigning and at times validates the right part to achieve a particular goal of product adoption. Here are a few metrics that can be tracked to measure the success of product adoption.
- DAU and MAU: Daily Active User counts and Monthly Active User counts give an overall view of traffic to the product. Consistently seeing a rise in these metrics over months is perceived as a positive trend and good product adoption.
- Time to feature discovery: Every business has to focus on such an onboarding experience that helps their users reach the “Aha” moments of the product at the earliest. The time for such feature discovery should be as minimal as possible so that the users get to know the core usage of the product at the earliest and stick to the platform.
- New user retention: Once the user is boarded onto the platform, the stickiness of the platform defines the success of the product. Thus the new user retention should spike up with time with well-designed user onboarding and engagement plans.
- Frequency of usage: Users who love the product tend to come back and use it again and again. Hence, frequency of usage is again a key indicator of successful product adoption.
When a new user installs an app or subscribes to a product, the immediate need of the users needs to be met by the business. However, every user is different and so are their needs. Businesses cannot generalize the experiences for all at once. Based on their preferences, the medium through which they are onboarded, the ad that acquired the user to install the app, the login details, user profile attributes, on the whole, creates a list of personas businesses could target for early adoption.
Thus product adoption is a blend of personalized onboarding, segmented campaigning, and working on feedback to make the platform a better one for future users. The proportion of focusing on each one of these depends on business types and specific goals they want to achieve.
About Upshot.ai :
Upshot.ai is an omnichannel, user engagement, and gamification platform that helps digital product owners and marketers improve their product adoption and conversions. Fortune 1000 companies such as GE, UHG, Puma, Sony, ITC, Tenet healthcare are using Upshot.ai and observed a massive increase in product adoption YoY increment in revenues.
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