Customer education is the key to product adoption. In this blog, you will learn how to use educational strategies to drive product adoption at each stage.
Product adoption is when your customers use your product and like it so much that they stop searching for other options. It means they feel that your product and its features are suitable for them. They are committed to using it in the future.
Thus, to improve product adoption, you must help your customers see the value your product can bring to their business. Prioritizing the aha moment at the early stage of the onboarding experience is among the best ways. More on this later.
Another key way to drive product adoption and achieve higher adoption rates is through customer education. By helping people learn about your product, you can increase their likelihood of becoming successful customers.
Let's dive deep into this argument by first looking at the six stages of product adoption.
To begin with, it is essential to understand what the product adoption process looks like. One can then explore how customer education can make a difference at each stage of adoption.
The awareness stage is when people become aware of your product. They learn about the features of your product and how it can help them. Sometimes, they don't realize they have a problem, or they don't know how your product can solve it. This stage helps them understand how your product will solve their problems and make their life easier.
Things that can influence people to gain interest in your product at the awareness stage are:
You can help people understand what your product is all about by creating educational materials. These educational materials can include things like blog posts, videos, and social media posts. The idea is to explain the benefits of your product and how it can solve people's problems.
During the interest stage, potential customers start to take a closer look at your product. They want to learn more about how it works and how it can help them.
To engage people at this stage, you can:
By doing these things, you can help potential customers understand how your product can benefit them and build excitement around it. Once this happens, they will surely progress to the next stage.
Educational resources that go into the details of your product's features and how it works can make a huge difference.
These resources can include things like product demos, how-to videos, and user guides.
Customer education can also help address pricing concerns. So, create content explaining the value of your product compared to that of competitors and provide use-case examples.
Next in the stages of product adoption is evaluation. At this stage, potential customers compare your product with other options and decide whether they want to try it or pass.
Things that influence prospective customers to prioritize your products at this stage of the customer journey are:
Here is how you can help customers in evaluating your product through customer education:
The product trial stage is when potential customers try out your product's core features to better understand its value.
This is a critical stage. It allows users to see firsthand how your product can benefit them and determine whether it is worth investing in it.
Customer education can be essential at this stage. During the onboarding process, users may have questions about how to get the most out of your product. They would want to know how to use specific features or how the product can solve their particular problems.
The onboarding process is the stage where you have the best chance to get your users closer to adoption.
You should use educational resources such as tutorials, how-to guides, and customer support to help users achieve success. These resources can help them navigate through your product and realize value faster.
Activation is when users experience value from your product for the first time. This often happens by completing a key action or task. It helps them see the benefits of using your product and decide if they want to invest in it.
Assuming that there are several substitutes for your product in the market, you don't have much time to convince users to stick with your product.
Thus, the earlier your users know your product value and experience the 'aha moment,' the better your chances are to convert them into paying customers.
Providing user-friendly onboarding materials, tutorials, and training can help users achieve their role-based goals.
They can then realize value from your product quickly. Such efforts drive the product adoption process and improve customer engagement.
In the final stage, activated users are ready to be convinced to keep using the product and pay for it.
Product teams need to show them the ongoing value of the product and convince them that it is worth paying for.
For SaaS products with free trials, this means getting users to start paying. For other products, it means getting users to renew.
Here are some ways in which you can use education to drive the product adoption process as well as ensure better customer retention:
Customer education is at the heart of the product adoption process. If you want to make sure that your efforts drive product adoption, make sure you invest in a customer education tool.
Trainn is among the best tools for customer education. It can help you create and distribute educational content for every stage of product adoption. Try Trainn today.
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We spoke with Economize Cloud a cloud-based financial analytics platform that helps businesses create and manage their cloud resources on the importance of product adoption in an over-saturated SaaS self-serve market.
After deducing a stellar adoption strategy, you need to think about a post-adoption strategy: think about your stickiest features — something deeper, sophisticated, and, harder to adopt. These are the features that hold the true value of your product, making it difficult to reject and replace.
Each stage in the product adoption journey must align with the functional responsibilities of various departments and teams. Together, they can create a meaningful product adoption journey increasing user engagement and shortening the TTV