The Feature Adoption Play: Engaging users with targeted campaigns
Discover strategies for driving feature adoption through user engagement nudges and effective customer success tactics.
Summary
This play targets users who are active but haven’t adopted a key feature. These users are the perfect audience for nudges that build product awareness and unlock deeper engagement.
Why this works
- Converts regular usage into broader adoption
- Focuses on users ready to discover more
- Turns passive value into sticky retention
Goal
For the reader: Drive discovery of key features among engaged but under-adopted users.
For the company: Improve product retention by activating more surface area of the product.
Accoil Signal
- Primary signal
- User has been active long enough to know the product
- Adoption Score is developing, but not yet strong
- Moderate Engagement Score — active but not expert
- Regular login or usage pattern
- No recent interactions with the key feature
(2) Additional insights
- Belongs to a plan where the feature adds known value
- Usage patterns suggest the feature is relevant but undiscovered
Action steps
1. Build the Awareness List
- Segment users with moderate usage and no feature interaction
- Layer in tenure and plan type filters
- Save the list for campaign delivery
2. Trigger Awareness Campaigns
- In-app nudges, banners, or walkthroughs
- Emails with benefits, use cases, or short videos
- Point to help center or quick-start resources
3. Measure + Monitor
- Track new feature interactions through events page post-campaign
- Watch for uplift in Adoption Score and product breadth
- Use testing to optimize message framing or delivery method
4. Refine Based on Behavior
- Remove users who engage
- Escalate stagnant accounts to CS or enablement
- Tag responders as candidates for deeper onboarding or success plays
Supporting metrics
| Metrics | How to measure in Accoil |
|---|---|
| Feature Discovery Rate | Share of users engaging with the target feature |
| Adoption Lift | Change in Adoption Score after campaign |
| Retention Signal | Ongoing engagement trend among converted users |
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