How to Reduce Churn with Better Product Adoption
How to Reduce Churn with Better Product Adoption
Ty MagninDirector of Marketing, Appcues@tymagnin
How to Reduce Churn with Better Product Adoption
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Q&A at the end
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How to Reduce Churn with Better Product Adoption
(Slack, Asana, Amazon,
InVision, Apple, HubSpot,
MailChimp)
In the age where product-
led businesses are beating
their competition,
product adoption reigns
king.
In the age where product-
led businesses are beating
their competition,
product adoption reigns
king.
4 parts of the user journey
1. Prospective users
2. New users
3. Lagging users
4. Power users
Product adoption starts from your website & GTM experience
Your website & GTM experience
Tell them what they need to know
Set the right expectations
Be clear how they should move forwards
Your website & GTM experience
Your website & GTM experience
Tell them what they need to know
Set the right expectations
Be clear how they should move forward
Your website & GTM experience
Tell them what they need to know
Set the right expectations
Be clear how they should move forward
Most drop-off happens during customer/user onboarding
Your customer/user onboarding experience
Spark their motivation
Drive users to value
Show them how to upgrade
Your customer/user onboarding experience
Spark their motivation
Drive users to value
Show them how to upgrade
Your customer/user onboarding experience
Spark their motivation
Drive users to value
Show them how to upgrade
Your customer/user onboarding experience
Spark their motivation
Drive users to value
Show them how to upgrade
Get lagging users back on track
Re-engage lagging users
1. Find where people are dropping off
2. Figure out why they’re dropping off
3. Implement a hypothesis
Canva’s conundrum
Canva’s solution
Deliver continued value to power users
Feature discovery
Email/blog isn’t enough
Don’t grab too much attention
Add tutorials when necessary
AdRoll’s integration prompt
Amity’s product update
Feature discovery
Email/blog isn’t enough
Don’t grab too much attention
Add tutorials when necessary
AdRoll’s slide-out announcement
Feature discovery
Email/blog isn’t enough; use in-app messages
Don’t grab too much attention
Add tutorials when necessary
AdRoll’s feature tour
Recap
Reduce churn with better product adoption
1. Nail your website experience
2. Drive new customers/users to value
3. Diagnose drop-off and experiment to re-engage
4. Deliver continued value to power users
Check us out!Appcues for Product Adoption
How to Reduce Churn with Better Product Adoption
Q&A
How to Reduce Churn with Better Product Adoption
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