Introducing a new feature and trying to help your users adopt your existing features can be quite challenging.
Your product may have great features but they are only as valuable as the value your users get from them. In other words, if your users struggle to adopt the features of your product, then it is not that important if you have better features than your competitors or not.
To truly achieve success, you must ensure that these features are not only adopted by users but also loved and embraced. This is where an effective feature adoption strategy comes into play.
There are many feature adoption strategies that you can use to help your users get the best value out of them. However, choosing the right feature adoption strategy depends highly on your users. So, keep in mind that you need to have a good knowledge about your users and their behavior so that you can apply the best feature adoption strategy to your product.
In this post, I will go over some of the best feature adoption strategies that you can use in order to increase your feature adoption.
The Significance of a Feature Adoption Strategy
As explained above, the value of your feature is decided by the value your users get from it. Therefore, you need to have a feature adoption strategy to make sure your users know how to get the best value out of your features. The process of feature adoption is not simply checkbox to mark, it consists of several steps that needs to be adjusted according to your target audience.
The first step of creating a feature adoption strategy is to know your users.
For example, let’s say you have a product that aims to make the lives of elderly people easier. You may think that you have a great product with great features; however, if you don’t have a feature adoption strategy specifically designed for your target audience, it will only make their lives harder.
After having a solid understanding of who your users are, you can then start thinking about the best strategy to increase your feature adoption. There are several methods that you can use to achieve feature adoption but the main framework of a successful feature adoption strategy is something as follows:
A good feature adoption strategy involves introducing the feature, igniting interest, encouraging trial, fostering adoption, and ultimately nurturing a sense of genuine affection among your user base.
The true measure of a feature’s impact lies in its adoption—how seamlessly it integrates into the daily lives of users, the value it brings to their interactions, and the extent to which it garners genuine enthusiasm.
So, if you’re ready, let’s check and look at some of the best feature adoption strategies and their pros and cons!
7 Strategies for Better Feature Adoption
1- Interactive Tutorials and Guided Tours
The introduction of a groundbreaking feature is only a step towards achieving success.
Presenting this feature to users in a manner that not only captures their attention but also empowers them to wield its potential is the main challenge.
This is where the power of interactive tutorials and guided tours comes into play, offering a profound and immersive approach to feature adoption that transcends conventional user engagement. A good interactive tutorial teaches the users not just by showing them but it teaches by actually getting them to do the steps. It is one of the best ways to increase feature adoption and ultimately product adoption because your users get the value of your product by taking action.
Pros:
- Users learn by doing, enhancing understanding.
- Contextual guidance minimizes confusion.
- Increases user confidence and self-sufficiency.
Cons:
- Developing interactive tutorials can be time-consuming.
- Requires careful consideration of user flow and design.
Feature Adoption Strategy Example: Dropbox Smart Sync In-App Tutorial
As you open Dropbox on your computer, a friendly and intuitive tour pops up, guiding you through the process of using Smart Sync step by step. Each click is met with an explanation; each action is met with a contextual cue.
You follow the guided tour as it takes you through the process of enabling Smart Sync for specific folders.
But if you want something even more intuitive…
You should try UserGuiding’s no-code user onboarding tool. It helps you create interactive tutorials and guided tours without having to code anything thus turning something time-consuming into something that can be created in a couple of steps, all while giving you a much bigger chance of increasing your feature adoption rates. Here’s what UserGuiding’s interactive product tours are capable of:
With this example, Indicata saw a 47% feature adoption.
Read the rest of the customer success story here, or give it a try yourself!
SPOILER ALERT!!!
UserGuiding actually helps you try and apply many of the feature adoption strategies that you can find on this list. Here is what you can do with UserGuiding:
- Create In-app Tutorials
- Create User Onboarding Checklists
- Create In-app Notifications
- Collect User Feedback
UserGuiding is an all-in-one user onboarding software that can drastically increase your feature adoption.
Powerful In-App Onboarding without Coding
Save hours of developer time every week, starting from $89/month:
2- Gamification and Incentives
As users navigate through an increasingly interconnected world, the integration of game elements into non-game contexts presents a compelling opportunity to captivate, engage, and foster meaningful interactions.
The art of gamification, when strategically interwoven with feature adoption, transforms the process from a mere exploration into something very fun. Gamification, similar to interactive tutorials, makes users not just readers or listeners, but active participants in a playful and rewarding narrative that helps them learn and internalize your product and its features.
Pros:
- Adds an element of fun and excitement.
- Rewards users for engaging with the feature.
- Creates a sense of achievement and progress.
Cons:
- Users might focus more on earning rewards than on the feature itself.
- Overuse of gamification can lead to fatigue.
Feature Adoption Strategy Example: Duolingo Streak Gamification
As you log in each day and complete lessons, you notice a streak counter ticking upward. This streak represents the number of consecutive days you’ve engaged with the app.
The longer your streak, the greater your sense of accomplishment—and the rewards that come with it.
Duolingo’s gamified user onboarding encourages consistent engagement by tapping into the innate desire for achievement and progression.
This approach encourages users to develop daily learning habits, driving deeper engagement with the app’s features.
3- Personalized Onboarding Journeys
Personalized onboarding journeys involve other strategies mentioned on this list. A well-designed onboarding process is key to successful feature adoption, and what makes user onboarding even more successful is personalization.
Imagine a scenario where two users interact with the same new feature—one of these users is seeking simplicity, while the other is an expert craving advanced functionality.
In this case, if you have a single onboarding flow for all users, your feature adoption success rate will not reach its full potential.
Pros:
- Enhances user relevance and satisfaction.
- Increases the likelihood of feature adoption.
- Establishes a stronger connection between users and the feature.
Cons:
- Requires access to user data and proper privacy considerations.
- Implementation can be complex, involving data analysis and segmentation.
Feature Adoption Strategy Example: Netflix’s Personalized Onboarding
Imagine you’ve just signed up for Netflix, and you’re greeted with a personalized onboarding journey that’s unlike any other.
As you explore the vast library of content, the platform’s recommendation engine springs into action.
Based on your previous viewing history, genre preferences, and even viewing habits, Netflix curates a selection of shows and movies that align perfectly with your tastes.
In this scenario, Netflix doesn’t merely introduce you to its features—it opens the door to a world of content that feels handpicked just for you.
With the help of personalization in its onboarding journey, Netflix enhances the user’s experience from the very beginning, setting the stage for a relationship characterized by relevance, resonance, and ongoing engagement.
4- Social Proof and Peer Influence
One thing users take very seriously is the real user comments.
We often find ourselves searching for real user comments before or after buying a product. And occasionally, if not often, no matter how good the onboarding process is, we would like to learn from peers or other users who used that product.
In this regard, when your users talk about your product and its features, explaining how they can be leveraged, it encourages your potential and existing users to try your features out. Therefore, working on your social proof and highlighting real user comments that nicely explain your product and its features is a great practice to be included in your feature adoption strategy.
Pros:
- Builds trust and credibility.
- Provides authentic endorsements from real users.
- Creates a sense of community and belonging.
Cons:
- Relies on user participation and engagement.
- The impact can be limited if not executed effectively.
Feature Adoption Strategy Example: Airbnb Referral Program (Social and Peer Influence)
This strategy not only incentivizes current users to introduce new users to the platform but also showcases the positive experiences of existing users, encouraging others to join.
Airbnb isn’t merely introducing a feature; it’s extending an invitation to join a community of travelers who share a common bond of trust and exploration.
By harnessing the power of social proof through peer recommendations, Airbnb leverages the authenticity of personal experiences to encourage users to explore the platform, transforming individual bookings into a collective journey of discovery.
5- Progressive Feature Rollout
A progressive feature rollout involves introducing a new feature to a subset of users before making it widely available. This approach allows businesses to gather feedback, identify issues, and make improvements before the feature reaches a broader audience.
This calculated approach allows businesses to navigate the fine line between innovation and stability, ensuring that the feature is not only embraced but also enhances the overall user experience.
Pros:
- Minimizes the risk of widespread bugs or issues.
- Collects valuable user feedback for enhancements.
- Creates a sense of exclusivity and curiosity.
Cons:
- This may lead to feature fragmentation among users.
- Requires careful planning and communication.
Feature Adoption Strategy Example: Facebook News Feed Redesign (Progressive Feature Rollout)
Facebook carefully introduces the new News Feed design to a subset of users, allowing them to explore and provide feedback. This phased approach serves multiple purposes: it minimizes disruption for the majority of users, gathers insights into user preferences, and enables Facebook to fine-tune the feature based on real-world usage.
This approach not only ensured a smoother user experience for the majority of users but also demonstrated Facebook’s commitment to refining the feature based on user input.
6- In-app feedback and Surveys
Incorporating in-app feedback mechanisms and surveys directly within the product interface allows businesses to gather user opinions and suggestions.
This feature adoption strategy enables continuous improvement based on user insights, enhancing the feature’s usability and appeal.
In-app feedback and surveys are not mere instruments of data collection; through in-app feedback, your users actively participate in the evolution of your product.
Imagine a scenario where a user encounters a new feature within an app. While navigating the feature, they notice a subtle prompt—a call to provide feedback or participate in a survey. This powerful invitation serves as a testament to the brand’s commitment to user satisfaction and improvement.
User feedback is what will improve the quality of your features and this will eventually help you create and fix features according to the needs and expectations of your users.
Pros:
- Direct source of user input and opinions.
- Facilitates iterative improvements and adjustments.
- Demonstrates responsiveness to user needs.
Cons:
- May encounter low response rates from users.
- The quality of feedback can vary.
Feature Adoption Strategy Example: Evernote’s Survey
Evernote stands as a shining example of user-centric design and continuous improvement. Evernote’s commitment to enhancing user experience is exemplified by its thoughtful integration of an in-app survey feature.
This feature not only empowers users to share their opinions but also fosters a collaborative partnership between the platform and its user community.
By integrating in-app feedback and surveys, businesses can bridge the gap between user expectations and feature performance, resulting in a more refined and well-loved and adopted feature.
7- Visual Storytelling and Teasers
Creating a captivating narrative around a new feature through visual storytelling and teasers can generate excitement and anticipation among users.
A well-crafted story can pique curiosity and encourage users to explore the feature further.
Visual storytelling and teasers are not just tools of communication; they are brushes that paint vivid landscapes of possibility. Imagine a scenario where a user logs into an app and is greeted by a striking visual—a teaser image that offers a glimpse into an upcoming feature.
This carefully curated image is more than a snapshot; it’s an invitation to embark on a journey of exploration and discovery.
Pros:
- Builds anticipation and buzz.
- Creates an emotional connection with users.
- Engages users on an imaginative level.
Cons:
- Risk of overhyping the feature’s capabilities.
- Execution of compelling visual storytelling requires creativity.
An Example: Apple Product Launch Teaser
As the launch date approaches, Apple releases a teaser video—a visual masterpiece that offers glimpses of sleek design, seamless functionality, and innovative features. The video doesn’t provide all the answers; instead, it stirs your imagination and leaves you craving more.
Apple’s visual storytelling transforms anticipation into an art form. By harnessing the power of imagery and the allure of the unknown, Apple fuels excitement and curiosity, creating a sense of anticipation that extends far beyond the launch event itself.
The visual teaser is a gateway—an invitation to immerse oneself in the unfolding narrative of innovation.
By crafting compelling visual narratives, businesses can tap into users’ emotions and aspirations, creating a strong desire to explore and embrace the new feature.
In Summary
A successful adoption of new features is a critical determinant of a product’s success.
With the help of strategic approaches such as interactive tutorials, gamification, personalized onboarding, social proof, progressive rollout, in-app feedback, and visual storytelling, companies can increase their new and existing feature adoption.
Understanding the different stages of feature adoption, from awareness to love, empowers businesses to tailor their feature adoption strategy ideas to meet user needs and expectations at each phase. Moreover, leveraging tools like UserGuiding can provide the necessary support for in-app promotion, user engagement, and feedback collection.
A well-crafted feature adoption strategy is not just about introducing a new addition to your product; it’s about creating an immersive and enjoyable user experience that fosters lasting affection and loyalty toward your brand.
Frequently Asked Questions
What are the stages of feature adoption?
Feature adoption typically progresses through several stages like awareness, interest, trial, adoption, and love.
What are some good tools to improve feature adoption?
While there are various tools available to improve feature adoption, one notable solution is UserGuiding. UserGuiding specializes in in-app user onboarding and feature adoption, providing interactive guides, tooltips, and surveys to help users navigate and engage with new features seamlessly.
