Understand Product Adoption
Think about the last time you started using a new software. You confirmed your email and landed into a page that may have been explaining a few things, but mainly drove you to the next step, asking more and more details to finish your setup.
Once this onboarding process is done, you discovered the interface of the application, with, in the best case, tours, in-app notifications, or even chat messages walking you towards the completion of an action (following someone, importing contacts, creating a campaign, etc.).
Third step is usually designed to help you feel the benefits of the solution, providing you the value you signed up for, and inciting you to reproduce the previous action.
In short, here is the framework used to guide you through:
A product can not be fully adopted without experiencing its full benefits. It means you need to start thinking about all the blockers your signups may have during the different “setup”, “discovery”, and “activation” phases to make sure they go through the entire process.
Leverage your Product Adoption Score
If you remember the table we used to design the Product Adoption Score (here is a reminder just in case)
You will quickly understand how you can now use these signals to drive your product adoption.
You will be able to easily identify signups who don’t go through the entire process of value creation - and thus won’t see enough value in your product - ending up by dropping their tests.
The Product Adoption Score will help you classify your signups as follows:
Now imagine you can segment your signups based on the features used or not used, with a table like the following one:
By identifying which features they haven’t used yet and trigger the right actions to drive their adoption of these features. The previous table provides you a total of 16 segments, 16 additional triggers or conditional engagement you can use to provide an even more personalised experience.
The Drive and Reward Framework
Users tend to start trials for 2 reasons - “I want to see how it looks like” and “I want to make it work for me”.
Very quickly, you’ll be able to differentiate the “I want to see how it looks like” users - that may well never come back unless they are really interested, and in which case will definitely click on the “demo” button.
For the others, notably the “I want to make it work by myself” users, and contrary to popular belief, it is NOT a good idea to send drip campaign emails explaining day after day the benefits they can get out of your product.
People want to feel special, and prefer to move forward at their own pace. Then why stop them moving faster? Why make them wait until the following day to get relevant content?
To enhance their product adoption start sending behavior-based campaigns acknowledging the milestones they have reached, and supporting their discovery of your product.
In the following table, you will find an example of an engagement plan that will adapt to your signups behavior:
Someone can make it happen within 1 day, whereas someone else may well take up to 2 weeks.
You will then have a first campaign welcoming your signups and driving them towards the completion of the first milestone. Once they will have completed this milestone - which can happen on Day 1 or 5, your main goal will be to drive them towards the completion of the second milestone (you definitely should congratulate them for achieving the first milestone by the way!).
Example of a campaign sequence:
1/ Welcome to our amazing product! This is how to create your first campaign.
2/ Congratulations, your first campaign is on, now it is time to import contacts.
3/ Well done! Have you thought about checking your campaign results in our amazing reports?