アナリティクスとアプリ内ガイドを活用してより良いユーザー体験を提供

私たちはアナリティクスだけが必要だと思っていましたが、本当の価値をもたらしたのは、Pendoを使ってそのデータに基づいて行動を起こせることでした。
TraceGains プリンシパルプロダクトマネージャー John Thorpe氏

The power of data-backed decision making

Today, it’s difficult to pinpoint an industry that doesn’t run on software—and the world of food, beverage, and dietary supplement ingredients is no exception. TraceGains was founded to help companies in this space maintain compliance in their supply chains. It began with a focus on document exchange between suppliers and manufacturers, and has expanded into an enterprise software platform rooted in supplier compliance and new product development.

John Thorpe (principal product manager at TraceGains) and team recently launched a freemium marketplace platform called TraceGains Gather, a global alerting system for businesses’ supply chains that also includes tools to facilitate better collaboration and ingredient discovery. More specifically, the team is working to implement product-led growth strategies for the new platform—which is why they turned to Pendo.

TraceGains first started using Pendo for its analytics capabilities. They wanted to make decisions based on how customers were actually using their product and its key features. “With Pendo, the ability to configure what we’re measuring ourselves and then translate that into our product strategy and prioritization was very useful,” Thorpe explained.

Thorpe also noted that no longer needing to rely on engineering to access these usage insights was a major benefit for the team. In fact, it was Pendo data that helped solidify the company’s decision to launch TraceGains Gather. 

Pendoアナリティクスを実装した後、チームがすぐに調査したエリアの1つは社内マーケットプレイスで、それは当時TraceGainsの顧客とそのサプライヤーにのみ開放されていました。データでは、ネットワーク上のパートナー間での高いコミュニケーションレベルを含む、マーケットプレイスのさまざまな機能に対する強いエンゲージメントを示していました。そして、このエンゲージメントは時間の経過とともに着実に増加していました。「Pendoで使用状況を継続的に測定することで、私たちはこのプロダクト主導の成長モデルをリリースし、ネットワークとマーケットプレイスをすべての人に提供できる自信を得ました」とThorpe氏は述べました。そのマーケットプレイスが現在のTraceGains Gatherです。

While utilizing Pendo for product analytics, the TraceGains team realized the opportunity to leverage Pendo’s in-app communication capabilities after seeing guides in the Pendo platform itself. “As we were using Analytics to understand engagement, help define our roadmap, and justify prioritization decisions, we started seeing in-app guides promoting new Pendo features and upcoming webinars, and also started using the Resource Center,” Thorpe explained. “Seeing the guides in action made us say, ‘We want to do that for our customers.’”

Using the Pendo platform to turn data into action

そこから、TraceGainsはPendoのアプリ内ガイドを活用し始め、全体的な戦略を拡大しました。「私たちがコアプロダクトチームのユースケースから移行し始めたのはその時からで、現在ではさまざまな理由で社内のほぼすべての部門がPendoを使用するようになりました」とThorpe氏は語りました。私たちはアナリティクスだけが必要だと思っていましたが、本当の価値をもたらしたのは、Pendoを使ってそのデータに基づいて行動を起こせることでした。Pendoを単なるアナリティクスツールではなく、エンゲージメントツールとして考え始めたとき、Pendoを使えばうまくスケールアップできることが明らかになりました。 

Thorpe氏はPendoにおけるセグメント化の重要性についても言及しました。これは、55,000人を超えるマーケットプレイスユーザーとの効果的なコミュニケーションに不可欠です。「私たちには、規模を拡大しながらもターゲットを絞って、限られたリソースでコミュニケーションを取ることができるツールが必要でした」と彼は説明しました。

TraceGains GatherのプロダクトマネージャーであるEmma Karp氏は、チームが新しい無料プラットフォームのプロダクト主導の成長（PLG）モデルに移行する中で、Pendoの価値を強調しました。リソースが限られていたため、プロダクトアナリティクスとアプリ内ガイドを組み合わせることで、TraceGainsはデータを収集し、それに基づいて効果的に行動を起こすことができました。「データを確認し、データに対応し、Pendoのツールを活用していくつかの重要な取り組みに着手することができました。そして、Pendoなしでは不可能だった規模でそれを実現しました」とKarp氏は説明しました。

One of those initiatives was to increase usage of key features in Gather. This started with understanding how users were currently engaging, and if they were utilizing features the TraceGains team knows are valuable. Karp explained, “Using Pendo, we were able to identify that quite a few of our users in one of our target audiences were not engaging with certain features in the way we’d expect them to.”

So, the team ran segmented tests based on job title and created in-app guides driving to different marketplace features. “We were able to create different messaging based on what we thought a user with a particular role was interested in,” said Karp. From there, Karp and team could see how the guides impacted users’ behavior, leveraging reports in Pendo to measure the impact of the targeted messaging.

“We were able to use Pendo throughout the whole process of seeing what users were doing, identifying a page or feature with low engagement, using in-app guides to drive certain behavior, and then using analytics to see whether our efforts were effective,” said Karp.

Pendoプラットフォームをフルに活用することで、TraceGainsはユーザーにとってより良い学習体験を作り出し、カスタマーサクセスチームとサポートチームの負担を軽減することができました。学習体験デザイナーのKathleen Kasel氏は、「Pendoのおかげで、ユーザーへのサポートを減らすことができ、最終的により良いプロダクト体験を生み出すことができました」と説明しています。Kasel氏は、初めてのユーザーがプロダクトを移動するのを支援し、主要なタスクを案内し、追加のリソースに導くためのアプリ内ガイドを作成しました。

As part of the improved learning experience, TraceGains used Pendo to create an in-app product tour for new users—and over 50% have started and completed the tour in its entirety. Kasel also shared that 25% of their seven product walkthroughs have been viewed over 3,000 times. “I think this demonstrates how valuable of a tool Pendo is to really get our users engaged in learning the product on their own, rather than reaching out for help.”

Since implementing in-app guides in addition to analytics, TraceGains has benefited immensely from being able to reach users while they’re already engaged in the product. “One of the things we’ve noticed is that email isn’t the way to communicate with people anymore,” said Karp. “In-app guides give us a direct path to our customers. Combine that with the visibility into what they’re doing, who’s doing it, and for how long, and we get this really full story of our customers—and it’s just so powerful.”

Beyond improving the experience for their users, Pendo has also helped TraceGains improve collaboration across the organization. “It’s really broken down walls, and I think we’ve all been able to work together much more closely,” said Kasel. 

Thorpe noted that the product and customer success teams now have a shared measure of customer health that’s rooted in product engagement data in Pendo. And the sales and marketing teams use Pendo for more targeted upsell outreach to existing users. “Even our finance team uses Pendo In-app Guides as an effective communication tool for billing, because we know customers are more likely to read these types of messages,” he added. “The biggest unexpected benefit of using Pendo is that it’s actually helped break down barriers in our company, because we’re all using the same centralized set of engagement data.”

プロのヒント

• Get the most out of Pendo by leveraging product analytics and in-app guides together, for example by using product usage data to determine who to target for an in-app adoption campaign, and then to measure the impact on user behavior
• Customer education doesn’t stop after onboarding—use in-app guides in Pendo to deliver continuous education when and where users need it
• Encourage teams outside of the product organization to use Pendo to communicate with users more effectively and make data-informed decisions