Glossary / P / Product adoption

プロダクトの定着率

プロダクトの定着化とは何ですか?

Product adoption is the process of user (or customer) activation for a web or mobile application. Adoption helps product teams determine if the product is delivering on its intended value, measured by how many users interact with the product. In the most basic sense, adoption is a leading indicator of a healthy software product (and company).

なぜプロダクトの定着化が重要なのですか?

With the shift to subscription-based software licensing, product engagement—and specifically product adoption—has become much more critical than it was in the on-prem era. Product managers have always focused on improving the customer experience, but promoting activation early is more important than ever in SaaS, where software products are purchased every month.

プロダクトの定着化指標 

プロダクトの定着化は、次の指標に従って測定することができます。

  • Stickiness: Stickiness refers to the number of users who log in to the product a minimum number of times, expressed as a count over time. 
  • Feature adoption: Feature adoption measures how many users interact with your product’s specific features at a given moment, or over time.
  • Growth: Growth measures the net effect of your user acquisition and retention efforts. In other words, are you gaining new users faster than you are losing existing ones? Growth can be achieved by adding new accounts or increasing usage within existing accounts. It’s expressed as the sum of new and recovered accounts or visitors divided by dropped accounts or visitors. 
  • Monthly active users (MAU): The average number of unique visitors to your product each month.
  • Weekly active users (WAU): The average number of unique visitors to your product each week.
  • Daily active users (DAU): The average number of unique visitors to your product each day.

How can product adoption rate be measured?

You can measure product adoption as a rate relative to new user signups for a given period of time. For example: 

Monthly Product Adoption Rate (%) = [new MAU / monthly signups] * 100.

The way you choose to measure product adoption will largely depend on what it means to be an active user of your product. If your software is one customers should be accessing every day, a DAU metric might make the most sense. Or, if your product is B2C, you might want to look at frequency of conversions (e.g. purchases) or time spent in the app.

プロダクトの定着化を促進する方法

プロダクトの定着化を促進することは、プロダクトを改善することにつながります。生み出す体験が優れているほど、ユーザーはプロダクトを使い続ける可能性が高くなります。プロダクトの定着化を改善するためには、アプリ内のオンボーディング戦略を練ることに加え、重要な方法がいくつかあります。

  • Leverage product usage data: You can’t improve what you don’t measure. In order to assess product adoption, you should lean on product usage data to understand how users are engaging, where they are getting stuck, and any opportunities to improve their experience with your application. There are plenty of product adoption metrics to choose from, but we recommend tracking feature adoption, stickiness, and growth (which also make up your Product Engagement Score).
  • Communicate with users in-app: The best way to raise awareness of key features and encourage better use of your product is through in-app messaging. By communicating with users in-app, you’ll be able to reach them when this information will be most relevant, whether the purpose is user education, feature announcements, onboarding, or otherwise. 
  • プロダクト内にサポートを組み込む:プロダクトにサポート資料を含めることで、ユーザーが行き詰まったり質問があったりしたときにセルフサービスを利用できるようになり、あきらめたり、プロダクトから完全に離れてしまう可能性を最小限に抑えることができます。通常、サポートは最初に思い浮かぶものではありませんが、サポートをより利用しやすくすることは、プロダクトの定着化を促進するための重要な戦術です。
  • ユーザーフィードバックの収集:定量的な使用データだけでなく、ユーザーからの定性的なフィードバックを収集することで、プロダクトでのユーザー体験や不足しているものをより理解することができます。アプリ内アンケートを使用して、ユーザーに特定の機能についてどう思うかを尋ねたり、ユーザーベースの特定のセグメントに具体的にリーチしたりできます。

How does onboarding impact product adoption? 

サインアップ後の期間は、プロダクトのライフサイクルにおいて最も重要です。初日を過ぎるとプロダクトの定着率は急激に低下します。そのため、新しいユーザーがウェブやモバイルアプリを初めて開いたときからオンボーディングを行うことが非常に重要なのです。ただし、プロダクトのオンボーディングは、体験が管理されているかどうかに関係なく発生します。オンボーディング体験に重点を置いている企業は、ユーザーがより早く使いこなせるよう支援するため、積極的な利用やリテンションといったプロダクトの定着化の指標を向上させることができるのです。

SaaSアプリケーションの成長により、顧客のスイッチングコストが劇的に削減されました。価値をすぐに認識しないと、解約する可能性がはるかに高くなります。プロダクトの定着化には次のようなオンボーディングフローが必要です。

  • プロダクトの仕組みとユースケースを簡単に説明する
  • プロダクトのメリットと差別化要因を伝える
  • 最も価値のある機能をハイライトし、ユーザーをガイドする
  • ユーザーに何度もプロダクトに戻ってきてもらうよう促す

What is the product adoption curve? 

The product adoption curve is a way to think about how (and when) different types of users adopt your product. As the name suggests, it is shaped like a bell curve and includes five types of software users: Innovators, Early Adopters, Early Majority, Late Majority, and Laggards.

Every product’s user base is diverse—including different personas, use cases, and technical proficiencies. It’s important to consider how these factors will impact users’ likelihood to adopt as well as your adoption strategies and tactics. Here’s a quick overview of the product adoption curve:

  • Innovators: These are the very first people to use and purchase your product. They are likely tech enthusiasts (and already using plenty of other software products), looking to explore the latest tool in your space. While these users are the least likely to purchase your highest pricing tier, they are a great source of feedback as some of the first people to utilize your solution. Pro tip: Use in-app guides to collect feedback from Innovators while they are actively engaging with your product.
  • Early Adopters: This group is similar to Innovators in that they are interested in trying out what’s new, but they are more likely to have a direct need for your product. Early Adopters can also help inform your go-to-market strategy, since your product should aim to solve these users’ pain points.
  • Early Majority: The Early Majority group is interested in a product that directly solves their needs. Compared to Early Adopters, they are less likely to tolerate product bugs and issues, making it crucial to ensure your product is stable and helps users achieve their jobs-to-be-done. Based on the product adoption curve, roughly a third of your users will come from this group.
  • Late Majority: These users likely know your product exists, but haven’t made the leap to use or purchase it yet. In order to drive adoption within this group, it’s important to educate them about your product in a way that addresses their past hesitation. One angle that can be effective is that using your product will offer them a competitive advantage in the market.
  • Laggards: Laggards are the last people to adopt your product, as they are (or have been) skeptical of its value. Since these users make up a relatively small portion of your user base, it’s not as important to sell to them directly. Reaching this phase might even signal the need for more innovation or iteration of your product offering.

What factors influence product adoption rate? 

There are multiple factors that influence your product adoption rate. In the most basic sense, users need to have a clear understanding of the value your product delivers, what its key features are, and how to use it effectively. This is where onboarding comes in. Your onboarding experience needs to help users become comfortable enough in the product that they start using it for its intended purpose—and make it part of their everyday lives. By leveraging in-app onboarding, teams can educate and guide new users to success with walkthroughs, tooltips, and other types of in-app messages. Even better, this strategy also allows you to personalize onboarding flows for different types of users (e.g. users with different roles) and ensure the content is relevant to users’ specific needs.

Beyond onboarding, adoption also hinges on your product having an intuitive user interface (UI) that doesn’t add friction to users’ experience. In order to identify pain points or where users are getting stuck, teams can utilize product analytics to understand how users move through the product, which (if any) key features aren’t being used, and if there is any dropoff that needs to be addressed. From there, leverage in-app guides to nudge users to and through workflows and provide in-context help as they navigate the product.

Where can I learn more about product adoption? 

プロダクトの定着化や機能の定着化をもう少し深く掘り下げたい方のために、Geoffrey A. Moore著『Crossing the Chasm』、Clayton M. Christensen著『The Innovator's Dilemma』、Eric Ries著『The Lean Startup』など、このテーマに関する多くの書籍があります。Pendoは、ユーザーオンボーディングや、プロダクトへの投資からのROIの促進に関する情報も公開しています。