Product adoption is one of the most crucial elements of any product release.
It’s essentially the make-or-break moment for your product. It’s where a consumer is going to either opt-in on your product or relegate it to a “maybe later” list that winds up being a “probably never” list.
After spending long nights and endless hours working on a product you believe in and support, that’s the last thing you want.
Great product adoption can have your users feeling like your products are, or should be an integral part of their lives.
That’s a great thing for your brand and business. Ultimately, products that have this effect can help create a foundation for long-term, sustainable success.
Great products that take into account every aspect of product adoption can allow your products to create and cultivate self-sustaining success.
The rate at which your products are adopted by your consumer base can be the making and breaking of your products and even your brand.
It’s vital that your adoption rates are as high as possible, which is why we’ve put together some key points your brand may want to look at.
While it’s not the most polite tactic in the world, being able to point out what makes your product superior to your competitors goes a long way.
You may not want to speak badly or directly name your competitors, but highlighting what your product can offer that others can’t, can be incredibly effective when it comes to helping open consumers' minds to your brand.
Using compare and contrast marketing visuals and articles is a great way to demonstrate what makes your product unique and valuable. Well-written, engaging blog posts that seek to analyze three or four similar products (yours included) are a great way to do this.
Price, user-friendliness, integration capabilities, and whether it solves problems users experience daily are all good selling points for your brand to look at.
Comparing and contrasting things is one of the easiest ideas for the human mind to wrap itself around. Compelling content is vital when it comes to improving your product's rate of adoption.
When it comes to improving the rate at which your products are adopted, measuring, tracking, and analyzing the performance of your products are essential.
It’s vital that the lenses you observe your product through are specific and relevant to the goals you had in mind when you put your product out.
According to Appcues stages of product adoption, there are as many as twelve production adoption metrics you may want to look at.
Some of the most important metrics to look at when it comes to product adoption are:
Time to value is essentially the amount of time it takes a user to reach their “Aha” moment and begin realizing the value your product offers. Reducing the length of time this takes is incredibly important and this metric will allow you to identify when and where points of friction occur.
One of the more cynical ways of looking at your customers is Customer Lifetime Value (CLV). It represents the amount of money you can make from each customer throughout their time with you. As a formula, it’s your average revenue per account divided by your churn rate. Better adoption rates equal decreased churn and a higher CLV which is great for your business and its profits.
Just because a customer achieves an “Aha!” moment, doesn’t mean they’ve committed to your product yet. That's why it’s just as important to focus on activation rates. Activation rates require your users to take part in specific steps or events that encourage them to sign up or purchase your product. As a formula, it's the number of users who reach one of these specific steps divided by the total number of users engaging with your product. Rises in activation are closely linked with your revenue and bottom line.
New features can be some of the most useful ways to encourage product activation. Customers need to find these features easily and find them to be useful and convenient if you want them to consider adopting your product. As a formula, it can be calculated by dividing the number of monthly active users of a feature by the number of users who logged in within a time frame. This knowledge can be incredibly useful when you create new onboarding experiences and targeted feature adoption strategies.
Production adoption can feel like an ambiguous concept to try and track, but these metrics have proven to provide valuable insights for you to act on.
Data-backed user personas are key to identifying and reaching your target audience.
User personas are factual, visuals that allow your designers, marketers, and communications to relate to the consumers you’re trying to appeal to. Consumers increasingly want products that are user-friendly and relevant to their lives. This requires knowledge of who they are and what they want.
Things like their age, occupation, level of education, marital status, etc can help you establish detailed pain points of what they might want from your product.
They allow you to better identify which type of customer is most suited to your product and who you, therefore, want to appeal to the most. The more you know about and understand your ideal products, the more you can target them specifically with content marketing strategy.
Focussing on the customers with the most value and longevity is the type of customer you want to appeal to. This can be a lot more effective than trying to target some imagined broad spectrum of customers.
User onboarding is one of the most effective tools in any business's arsenal when it comes to increasing product adoption rates. It’s more than just showing customers how things work, it’s ultimately about showing them why your product matters and how it can be used to improve their lives.
It’s something consumers are actively and increasingly crying out for. According to research from Wyzowl:
Onboarding allows you to show off your product and direct the user's attention to where you think it should go. This prevents users from stumbling around, confused and aimless. Users that feel satisfied with the quality of onboarding you’re providing also show a 12% to 21% higher willingness to spend money on your product.
Personalization builds on this and makes a user feel connected and more easily engaged. It can have a fantastic effect on your brand and its products.
Combining the power of personalization with the efficacy of user onboarding is a surefire way to improve your product adoption rates.
Doing so will leave you with happier, more informed customers and users which will ultimately benefit your business and brand as a whole.
There’s nothing quite as useful as user feedback. Even when it’s scathing criticisms, to the right person, any feedback is good feedback.
This is doubly true when it comes to trying to improve your product adoption rates.
Quite simply, if you can get your user base to tell you what you’re doing right and what you’re doing wrong, you’re going to be able to tailor your products to their needs much more effectively.
Whether you use that information to solve a current problem or ensure your future products are free of the issue, either way, your business, and its customers win.
One way to collect this feedback is to use micros surveys that appear in-app.
This ensures real-time, accurate information rather than asking users to answer questions when they’re away from your product. Doing this will vastly improve the quality and accuracy of the feedback you receive.
Actionable feedback that you can proactively address should be the number one goal when it comes to collecting and analyzing user feedback.
Remember, the best way to figure out what’s putting off your customers is to ask them.
A/B testing is one of the most simple, yet useful processes that can be used to continually fine-tune your product.
By testing different iterations and versions of your product against a sample of your current or potential users, you’re able to see what your users and customers prefer.
A/B testing can also be used to track and identify where users have issues with your product during its adoption. If users are consistently opting out at a certain point in the adoption process of one iteration of your product, it’s easy to identify what the issue is.
From there, nuanced questions and user feedback forms, surveys, and questionnaires can be used to get a more specific idea of what your customers want.
Product adoption rates are one of the most important things to consider whenever you launch a product.
The last thing you want is to create and design a fantastic product only to see users drop off from one phase of use to the next. Oftentimes, products that fail to perform do so because of minor flaws and not one major one.
Using a combination of the techniques listed above will ensure that your products thrive and get the chance to be seen as the brilliant products you and your team have put together.