Feature adoption measures how many eligible users try and keep using a feature. Low adoption of an important feature points to a discoverability, onboarding or value problem, and high adoption of the right features tends to go with retention.
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Measure it sensibly
Define the user group who could use the feature, count those who use it within a set period, and look at repeat use as well as first use.
Improving it
- Surface the feature in the flow where it helps
- Use in-app guidance and empty states
- Announce it in release notes and your changelog
- Remove or simplify features that no one needs
Common mistakes
Counting any click as adoption
A first click isn't adoption. Look for repeat, meaningful use.
Frequently Asked Questions
Feature pages and use-case content should reflect features customers really use and value.
Keep reading
- Product analytics: Product analytics tracks how users behave inside a product, using events tied to user and account IDs to study activation, retention and feature use.
- Activation Rate: The share of new sign-ups who reach a defined first moment of value in a product. The bridge between acquiring users and turning them into customers.
- Onboarding Flow: An onboarding flow is the guided set of steps that helps a new user set up a product and reach its first real value as quickly as possible.
- Changelog Marketing: Changelog marketing turns a product's release notes into a public, readable record of improvements that shows momentum and gives content for other channels.
- Account-Based Marketing: A B2B strategy that targets a defined list of high-value companies with coordinated, personalized marketing and sales, rather than casting a wide net.
- Alternatives Page: A page that answers “[competitor] alternatives” by listing several real options, written for buyers who are leaving or ruling out a product.
- Buying Committee: The group of people inside a company who influence, evaluate and approve a B2B software purchase, from end users to finance, IT and legal.
- CAC Payback Period: How many months of gross profit from a new customer it takes to recover what it cost to acquire them. A measure of how much cash growth ties up.
