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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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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