Driving Adoption of a New Feature: Expert Strategies and Best Practices

Introducing a new feature to your users can be an exciting yet challenging process. The key to driving adoption lies in effectively communicating the value of the new feature, providing a seamless onboarding experience, and continuously iterating based on user feedback. In this comprehensive guide, we'll explore expert strategies and best practices shared by leading professionals in the industry to help you drive adoption of your new feature. Let's dive in!

1. Make Users Aware of the New Feature

First and foremost, you need to make sure your users are aware of the new feature. Jenna Crane, Head of Product Marketing at Klaviyo, suggests introducing new features in-product to drive awareness and adoption. She recommends making the feature easily discoverable through highlights in the product navigation, modals, or a designated "What's New" page.

"Make users aware that there's something new. This could look like a highlight of that product area in the navigation (an icon next to it, a modal pointing to it, etc.), a general modal on the start page, or a highlight on a designated spot where you always talk about new features (a What's New page or modal, for example). Keep this short and sweet." – Jenna Crane, Head of Product Marketing, Klaviyo

2. Provide a Seamless Onboarding Experience

Once your users are aware of the new feature, it's essential to provide a seamless onboarding experience that helps them understand how it works and how it can benefit them. Jeff Hardison, Head of Product Marketing at Calendly, emphasizes the importance of optimizing the first-time user experience to reduce friction and encourage adoption.

"Sign up for free (if you're PLG) for your company’s product using a burner email and record your screen going through the first-time user experience. What screens do you see? What emails do you receive in the first five days? First 30 days? What in-app messages do you receive when you return? Is someone in customer success hitting you up right away to schedule a call? Sometimes, it helps to take screenshots of everything and throw it in InVision Freehand or another whiteboarding tool to analyze the process." – Jeff Hardison, Head of Product Marketing, Calendly

3. Communicate the Value of the New Feature

Effectively communicating the value of the new feature is crucial for driving adoption. Ivan Dwyer, Product Marketing at Okta, suggests following a narrative structure that starts with "the what," hooks users with "the why," and wins them over with "the how." This approach ensures that the messaging is clear, concise, and focused on the user's needs.

"Personally, I like to follow a narrative from top to bottom – anchor to “the what”, hook with “the why”, and win over with “the how”. But each section in that narrative has to be punchy and unique. I’m a Rule of 3 type – bullet points, icons, lists, etc. I get reinforcing key points, but nobody has time to scroll through the same statement over and over again!" – Ivan Dwyer, Product Marketing, Okta

4. Leverage Customer Feedback and Iterate

Finally, it's essential to continuously iterate on your new feature based on user feedback. Christy Roach, Senior Director, Portfolio & Engagement Product Marketing at Airtable, highlights the importance of considering both new and existing users when launching a new feature and adjusting the messaging and programs accordingly.

"Every launch should have a focus on current customers and communication to help them continue to succeed and expand with the product." – Christy Roach, Senior Director, Portfolio & Engagement Product Marketing, Airtable

Conclusion

Driving adoption of a new feature requires a strategic approach that combines effective communication, seamless onboarding, and continuous iteration based on user feedback. By following the expert strategies and best practices shared by industry leaders like Jenna Crane, Jeff Hardison, Ivan Dwyer, and Christy Roach, you can successfully introduce new features to your users and ensure they're widely adopted.