How to Reduce Churn with Better Product Adoption
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How to Reduce Churn with Better Product Adoption How to Reduce Churn with Better Product Adoption Ty Magnin Director of Marketing, Appcues @tymagnin
Transcript of How to Reduce Churn with Better Product Adoption
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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