Did it land well? 👀 🚀 How to evaluate the success of your Product Launches

Hey folks!  And we survived January - the longest month in history, it feels -  I'm sure you have your roadmap full of upcoming product launches to entertain you for the rest of the year. But launching is half the battle - the other half is your GTM + actually making sure your users have adopted the new features - aka measuring the success of your launch. Which is what I will be ranting on today. Btw. don't forget to join us today at our LIVE "Go-To-Market for B2B SaaS companies" workshop with Maja Voje, the best-selling author of "GTM Strategist"!

There's no point in launching new features if they are not landing well 

As Elena Verna wrote in her newsletter this week: growth teams' driving signups for their own sake, without paying attention to how they were converting - just give the whole industry a bad rep:"teams often blindly chase after user acquisition, bringing all sorts of unqualified and confused users through the door. Sometimes they focus on activation, which is only slightly better, because not all engaged users can be monetized. Remember, growth isn't just about hoarding customers; it's about growing the business".

The same applies to building features that are not used and only clutter your products' UI. 

How to measure your feature adoption after the launch though? 

To measure feature adoption, you first need to know the stages a feature needs to go through. This can be done with the help of a "feature adoption funnel": 

• Stage 1 – Exposed: This is where you look at how many users know that a specific feature exists. Here, you need to calculate the feature discovery rate: (The number of users who came in contact with the feature/the total number of users)*100.  
• Stage 2 – Activated: This is where you check the number of users who tried the feature and completed the tasks required to use it. It measures the percentage of customers who not only know about this feature but also used it successfully.  
• Stage 3 – Used Again (Adopted): This measures the feature stickiness. It’s equal to the ratio of total repeat users to the total users of the feature, multiplied by 100. The repeat users stick to the feature because they find value in it. The feature meets and may even exceed their expectations.If the used rate is lower than the activated rate, there’s either too much friction in using the feature, or it doesn’t meet customers’ perceived value. A low repeated usage rate (feature adoption rate) means your customers are dissatisfied with the feature.

How can Userpilot help you measure new feature adoption - the success of your product launches? 

If you like the idea of being more data-driven with your feature launches, but have no clue now to measure feature adoption - you're in luck. We have just launched a few features ourselves that will help you with measuring your feature adoption: Step 1: Build a feature adoption funnelTo see which step in the feature adoption funnel causes your users most trouble (and where the drop-offs happen), build a funnel consisting of the steps (actions) required to adopt the new features: 

Step 2: Build a retention cohort table for this feature To check how the adoption rate (habitual usage = more than once) differs between different cohorts, go to Userpilot Analytics > Retention, and build a cohort table by choosing the same event (the one that your represents your feature usage - and if that requires multiple events, you can first create a "custom event" consisting of multiple in-app events in Userpilot) for boththe "users who performed"and"then returned to perform" options:  

Then, change the time intervals ("On any of the Next") to "months" and the Date Range to "Last 90 days" - and you're done! It was that easy.   

Try these new Userpilot features out for your next product launch 14days for free! 

And see you all tonight! 

P.S. For the Salesforce users in here - did you know Userpilot has just launched a native, bi-directional Salesforce integration? You can actually track the results of your product launches directly in your CRM by passing user activity data from Userpilot there!

Go check it out!