アプリ内メッセージ機能を採用
For marketing teams that embrace product-led strategies, the product becomes the ultimate channel for driving adoption and retention. Pendo helps support these efforts every step of the way.
RingCentralのマーケティングチームは、すでにPendoを活用して、新しいユーザーがプラットフォームに初めてログインしたときや、特定の機能をまだ利用していないときに表示されるウェルカムガイドとツールチップを作成していました。アプリ内ガイドでは、チームが長期的な使用とリテンションと相関していると特定した主要な「粘着性行動」機能を強調しています。
After seeing success with these guides, RingCentral wanted to add an element of self service to the experience. “Having [the guides] show up automatically is great, but we also wanted to create some sort of inbox where users could go back and look at these in-app tours again on their own,” explained Jean Collings, director of lifecycle marketing at RingCentral.
Putting on-demand on the table
The RingCentral team decided to use the Resource Center in Pendo to create several modules that included their welcome guides, in-app tours, and videos. And this self-service strategy proved successful. “We noticed that users who interacted with the Resource Center had increased app retention over time compared to those who didn’t use the Resource Center,” said Collings.
RingCentral’s product team took notice of this success, and suggested they build a similar capability into their own product. Their resource center now houses support articles, a chatbot, search functionality, and all of their Pendo in-app walkthroughs. “Now, users have a place to go back to if they want to look at any of our in-app tours on their own time,” Collings noted.
RingCentral’s Pendo in-app guides exist in two key areas of their resource center. First, in the “Discover” area, where new features are highlighted on a monthly basis. Each feature spotlight links out to a guide with either a video, GIF, or full walkthrough within the app. And second, in the “Help” area, where users can find in-app tours for things they don’t know how to do or need a refresher on. For example, if users don’t know how to start meetings from the video tab, they can click into that tour for a guided walkthrough. Collings added, “What’s really good about this is I was able to create a deep link within the ‘Next’ button, so it’ll force users into the video tab and then continue the in-app tour as they walk through the steps.”
Whenever RingCentral creates guides in Pendo, they always establish a control group so they’re able to measure DAU/MAU product analytics with the pen, feature adoption, and retention. Collings shared, “99.9% of the time, we see an increase in those three metrics for users who see our guides versus the control group.”
RingCentral also found that users who access their resource center at least twice in one month have an increased app retention of 25%, compared to those who don’t use the resource center at all. “Clearly, the things that are in the resource center are helping users and really making an impact on their experience overall,” said Collings.
もう1つの利点は、Pendoを使用することで、RingCentralチームがどのアプリ内ガイドが最もクリックされているかを追跡できることです。これが、追加の教育やプロダクト自体の調整の要不要を判断する手がかりになる可能性があります。「これにより、ユーザーが本当に関心を持っていることに関する情報とシグナルが得られ、Pendoの使用やプロダクト開発を通じてより良い体験を生み出すことができます」とCollings氏は付け加えました。
