The product engagement score (PES) is a metric that provides a singular view into how users are interacting with your product. It is a composite score, made up of three elements:
Since there are so many different product metrics (and ways to calculate them), measuring product engagement hasn’t historically been as straightforward as, say, measuring sentiment with NPS. The product engagement score aims to solve this challenge by giving product managers (PMs) an easy way to quickly diagnose how a product is performing.
上記のパラメータを使用して定着率、粘着性、成長率を算出すれば、PESの計算は簡単です。プロダクトエンゲージメントスコアを取得するには、これら3つの数値の平均を取ります。数式では次のように表します。
(定着率 + 粘着性 + 成長率)/3
テクノロジーへの依存度が高まるにつれ、ユーザーは私生活や仕事で使用しているプロダクトに、完璧に近い体験を求めるようになっています。価値を提供せず、顧客の関心を維持していないプロダクトは、乗り替えコストが低いため、ユーザーはそのプロダクトを使うのをやめて代替品を簡単に見つけます。そのため、PMは、顧客がどのように関与しているかを注意深く追跡し、その後、プロダクトでの体験を長期にわたって継続的に改善するように取り組む必要があります。
While the product engagement score isn’t the only way to measure product engagement, one of its biggest benefits is that it allows you to dig into the why. If your PES is lower than usual, you can look at the three metrics individually to better understand what’s bringing down the average. When you combine this insight with customer feedback and in-app messages to guide users to the most valuable features, measuring product engagement becomes a continuous cycle of analyzing usage, iterating, and improving users’ experience over time.
定着率、粘着性、成長の指標といった指標を個別に改善するのは当然として、それ以外にもPES全体を向上させる具体的な方法があります。ここでは、私たちが推奨する3つの戦術をご紹介します。
1. Identify high-value features: Dig into your product data to better understand which features represent your Core Events, as well as where and when your users (and different segments of users) are interacting with them. From there, you can leverage in-app messages to guide customers to these core areas, ensuring they see the more valuable parts of your product.
2. プロダクトをユーザーのワークフローの一部にする:ユーザーやそのニーズ、アプリケーションの操作方法について、定量データと定性データの両方を用いて時間をかけて学習します。目標は、問題を解決するのに役立つプロダクトの領域を指摘して、より頻繁に使用するように促し、プロダクトがユーザーの成功に不可欠になるようにすることです。
3. Invest in onboarding: Onboarding is an important opportunity to ensure users get acquainted with (and see the value of) your product right away. An in-app onboarding strategy is useful in providing training and resources within the product itself, allowing you to educate users on features and functionality while they’re accessing them.
If you want to dig deeper into product engagement, Pendo has published a variety of resources on the topic. In this interactive quiz, answer a series of questions about your product and get a curated toolkit of resources to help optimize product engagement. To learn more about what product engagement is, why you should be measuring it, and how to do it, check out this hub of resources, articles, and webinars.