Successful feature adoption requires that users discover a feature in the right context and use it repetitively. It is important to introduce a feature the right way so that users can understand it, consume it, and use it easily. Unfortunately, new features don’t get the desired adoption if your user base is not aware of them. This is where the announcement process and discover ability play an important role in improving feature adoption. The right feature adoption software will also play an important role in driving greater adoption.
So how should you announce new features to drive greater adoption?
When you launch a new feature, it can be the answer to a small set of loyal users. However, for the rest of them, who are mostly still learning about your product and its current features, the new feature may not even exist.
If a feature is not backed by effective announcement and user onboarding, it doesn’t exist for most of your users. If it is not announced effectively, it will transform into wasted development time. Feature development and/or improvement is only half the process. It will be required to communicate relevant value at the right time, in the right context, and with the right message.
Benefits of Feature Announcement
The key benefits of a successful feature announcement are as follows:
- Reduced Churn: Re-engagement with users who are not satisfied with existing limitations or evaluating the competition helps reduce churn.
- Improved Retention: By making users stick around for a feature that helps them achieve their goals and succeed, you can improve retention.
- Improved Loyalty: Effective feature announcement helps improve loyalty by proving to your customers that you listen to them and made changes quickly.
You can use many channels to communicate updates. This includes blogs, social media, email marketing, push notifications, and direct customer meetings. You should take all considerations into account when building your feature adoption strategy. This includes user, relevance, desired action, priority, and channels as the most important ones. Using the right feature adoption software can further help simplify your task.