Remember when practically all social media platforms began to integrate the tales feature into their platforms? Everyone was perplexed initially by LinkedIn and then Twitter with Fleets. Notice how multiple blue rings appear at the top of your screen now when you access any of those platforms? That’s the purpose of feature adoption, which PMs like you strive towards each new product addition.
Are you obtaining a lot of product downloads or signups but having a hard time keeping them? Feature uptake may be the problem. Keeping track of how many active users you have isn’t enough. To keep users, you’ll need to track and enhance feature use.
While it is the aim, achieving it is not always straightforward. If you’ve ever worked painstakingly on a new feature only to have it overlooked or brushed over by users, it can make your entire effort seem pointless – which it is.
What is feature adoption?
Introducing a feature to a user to discover it in the proper context and utilize it frequently is feature adoption. When there is provision for a component appropriately to a user, it becomes easier to ingest, comprehend, and use as intended, transforming the user into a power user.
The feature adoption strategy guarantees the application’s growth by encouraging more users to download and use it for more extended periods. When users become accustomed to the app in a way that ensures feature adoption, organic growth occurs.
How to increase Feature Adoption
Given the importance of feature adoption rates to the user experience and the bottom line, it should be your prime concern. Here are some tried-and-true methods for increasing feature adoption and ensuring that your consumers get the most out of your product:
1. Properly Announce Features
Users may be ignorant of your new function, an apparent but sometimes neglected reason for low feature adoption rates.
Treat every major feature announcement just like a mini-product launch to boost feature adoption rates. Make a stir on social media. Make contact with journalists in the industry. Remember that when it comes to a freshly added feature, even veteran consumers of your product are rookies. Celebrating new features and giving feature onboarding will keep your current users interested in your product and demonstrate that you’re adapting to meet their demands.
2. Improve the Onboarding Experience for Users
Your customer’s first encounter with the new feature sets the tone for all subsequent interactions. As a result, it’s up to you to show how valuable your part is right away. No matter how complicated your product or feature is, you may utilize welcome messages, advice, or in-app training to create a clear sense of the value. Begin by identifying your main value proposition and streamlining your onboarding processes to show users how the Onboarding experience may show that value. It’s critical to pick the correct tool for creating onboarding tutorials in this case.
3. Examine the Adoption Rates of Your Features
Some features, despite our best intentions, are never used. Many of the most successful products’ features are lost before reaching their intended audience, while an entirely new user group embraces others. Use feature adoption rates and related statistics to analyze how consumers engage with your product’s features.
4. Use Behavioural Emails to Support In-App Experiences
Increasing feature uptake necessitates the creation of a consistent user experience. You want consumers to use your feature regularly and without prompting. Feature adoption, like any other habit, necessitates reinforcement through repetition. Email marketing is a simple approach to create this repetition while also benefiting from the exposure effect. You may improve the likelihood that a user will take action and begin utilizing the new feature regularly by sending emails that repeat the advice. This email, for example, is sent by Frase, an SEO content optimization tool, to users who don’t use its Answers feature. This email is an excellent method to inform people about the importance of this feature while also educating them. When consumers are most engaged and attentive, it’s a good idea to schedule and modify your emails in response to critical behavioral triggers. You could, for example, send the first email right after the user installs the new widget or feature and then send a second email once the user has given it a try.
5. Use Targeting to Increase Adoption of New Features
Only a few essential features will likely provide the majority of your product’s value. Some features may be too complicated for the average user, while others may only appeal to a limited market segment. No matter how specialized the quality is, you’ll need to remedy these “weak points” and find a strategy to raise overall engagement with your product to increase feature adoption. Fortunately, segmenting the whole audience provides the answer. Conduct research to establish which user groups will benefit the most from a new product before releasing it, and then target these groups directly. On the other hand, sending a bulk email would annoy as many people as it would benefit.
6. Constantly improve yourself
Acute, unique problems might sometimes stymie feature uptake. Your product’s navigation may be making it difficult to find your newest feature. Your new feature may appear to be too complicated to utilize. You could even be talking to people who aren’t interested in the problem you’re attempting to address. Finding and resolving these issues isn’t always easy with thousands of people. Sending out customer surveys is a straightforward approach to gather feedback and act on it right away.
Conclusion
The success of every new feature or product you ship determines the value of your work as a PM. Not all of them will perform as well as you intended, which is where feature adoption statistics or information comes in handy. It tells you what’s working and what isn’t, as well as why. It’s how you make well-informed decisions regarding your product’s success and how you cut down on churn. Building features is one thing, but persuading consumers to utilize them repeatedly is what keeps you in business.
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