So, you’ve finally perfected your strategy for attracting new users or customers. Congratulations! But now comes the crucial challenge: ensuring these users adopt all your features—or at least the specific ones that are key to their success and your business growth. Increasing feature adoption requires a thoughtful approach, considering both the pre-signup and post-signup phases.
Before Sign-Up
1. Structure and Use of Demos
A well-crafted demo can be a game-changer. Ensure your demos are engaging and informative, highlighting the most valuable features of your product. Tailor demos to address the specific pain points and needs of your target audience, demonstrating how your features can solve their problems.
2. Frictionless Signup Process
Your signup process should be as seamless as possible. Remove unnecessary steps and fields that could deter potential users. Consider offering a one-click signup option using social media or email accounts to reduce friction and encourage more signups.
3. Inclusion of Core Features
Evaluate your feature set to ensure it includes essential functionalities that meet the needs of your target audience. Missing core features can be a deal-breaker for potential users, so continuously gather feedback and update your product accordingly.
After Sign-Up
1. Onboarding Calls
For new users, especially those from high-value accounts, personalized onboarding calls can make a significant difference. Establish criteria to determine which accounts will benefit the most from these calls and use them to guide users through initial setup and feature adoption.
2. Comprehensive Onboarding Process
Design an onboarding process that leads users through essential steps, helping them reach the “Aha!” moment. Encourage users to actively engage with the app rather than passively watching tutorials. Interactive onboarding can drive deeper understanding and adoption of features.
3. Non-Intrusive Intercom Pop-Ups
Use non-intrusive pop-ups via tools like Intercom to guide users without overwhelming them. These pop-ups can offer tips, highlight features, and provide gentle nudges to explore different functionalities.
4. Post-Onboarding Case Studies
After the initial onboarding, send new users short case studies illustrating how specific features can be used effectively. Real-world examples can inspire users and show them the practical benefits of your product.
5. Highlighting New Features
When launching new features, make sure to highlight them through various channels such as tooltips, small pop-ups, and email mentions. Keeping users informed about new capabilities encourages them to explore and adopt these features.
6. Email Drip Campaigns
Implement email drip campaigns that provide users with tips and to-do lists. These emails can guide users through specific tasks, gradually introducing them to your core use cases and ensuring they become proficient in using your product.
7. Community Engagement
Encourage users to join your community, if you have one. Active community participation can foster a sense of belonging and provide users with additional support, tips, and motivation to explore all features.
8. Free Training Sessions
Offer and promote access to free training sessions. Webinars, workshops, and live training can help users gain a deeper understanding of your product and its features, leading to higher adoption rates.
9. Tweaking Email Onboarding Flows
Continuously refine your email onboarding flows based on user behavior and feedback. Personalized emails that address specific user actions (or inactions) can re-engage users and guide them back to exploring your product.
10. Product Activity Emails
Send product activity emails similar to those from Grammarly, which update users on their usage and progress. These emails can include tips, milestones, and suggestions for further exploration, keeping users engaged and motivated.
11. Lifecycle Stage Emails
Develop targeted email campaigns for different lifecycle stages. For instance, send specific emails to users who created an account but have not fully engaged with the tool, encouraging them to explore more features.
12. Creative Engagement Strategies
Stay creative with your engagement strategies. Brands are experimenting with in-person events, official courses, and meetups centered around their core use cases. These activities can build a stronger connection with your users and drive feature adoption.
Ready?
Increasing feature adoption is a multi-faceted process that requires attention both before and after sign-up. By implementing these strategies, you can guide users through a seamless journey from initial interest to active engagement with your product’s features. While budget constraints can be a challenge, the potential benefits of increased feature adoption—such as higher user satisfaction, retention, and overall business growth—make it a worthwhile investment. Stay innovative and keep refining your approach to ensure your users not only adopt but also love your product.
Alexandra Cote 🚀 