Product adoption is when people learn about your product and implement it into their lives. The companies that are best at product adoption have succeeded in integrating their products into our everyday lives until most of us couldn’t imagine our lives without them.
It’s important to track product adoption because it gives you a clue about your business’s long-term sustainability. The faster you can achieve product adoption, the more successful your business is likely to be in the long run. If you struggle to capture any of the market share for a while, that’s a sign that growth is probably going to be very sluggish throughout your business’s lifespan.
The best part of achieving product adoption is that it builds on itself. Once you’ve gotten people to start adopting your product and you’re picking up momentum, more people will naturally take notice and become customers as well.
Typically, it’s hardest to find early adopters, but once you do, the early majority will be a little easier to pull in, and the late majority will usually be easier still. The better product adoption you have, the more visible your business becomes, and the easier it is to build further momentum.
Product adoption can be a tricky concept to nail down because it can seem a bit ambiguous. So, let’s spend a little bit more time defining product adoption and the product adoption curve. The product adoption curve represents when people became your customers and started using your product.
Tracking and studying product adoption can help you understand peoples' attitudes toward your product and their willingness to purchase it over time.
A great product adoption example is Apple. Before Apple introduced the iPhone, many people had never used or even heard of a smartphone before. Now, nearly everyone has a smartphone, and the term has become almost synonymous with the “iPhone.”
The product adoption curve is usually broken down into five different groups:
There are a couple similar terms that are often used in place of product adoption: technology adoption and innovation adoption.
The technology adoption curve represents the process of consumers becoming aware of new technology and implementing it into their lives over time. It is split into the same five groups as the product adoption curve.
The innovation adoption process is the process of people learning about new, innovative products and the majority of the time, you can consider the product adoption curve, technology adoption curve, and innovation adoption process to be the same thing. The only time the latter two terms would be incorrect is if the product is not technology or not innovative.
As we mentioned, product adoption can feel like an ambiguous statistic that’s difficult to measure. However, there are effective ways to measure your product adoption rate.
Here are some of the best product adoption metrics to use:
These are some of the best product/feature adoption metrics you can use to measure product adoption for your business. While product adoption is definitely tricky to measure, it can be done if you pay attention to the right numbers.
Once you’ve spent some time measuring and analyzing your product adoption rate, you can start taking steps to improve it. One of the best ways to do this is to offer a robust customer education program that helps customers learn about the value of your products and how they can get that value from them.
To improve your product adoption rate, you’ll need a great product adoption strategy. You can tailor these general steps to your business’s needs to build a strategy that works for you:
Using these steps, you can begin to plan a product adoption strategy that can help your customers understand the value of your products and incorporate them into everyday life. The key is to find the elements of your business model that prevent customers from realizing the value of your products and improving them.
Customer education is just one possible element, but lack of customer education is a very common reason for poor product adoption, so it may be worth examining your education program first.
Improving customer education is one of the best ways to improve product adoption. Customer education tools like learning management software can double as product adoption tools because they tend to be very effective at delivering customer training that improves product adoption.
A learning management system (LMS) can make it much easier to deliver high quality product education to your customers, which often leads to higher product adoption rate. Here are a few LMS features that could benefit your customer education program:
Using an LMS like Northpass can give you access to features like these that can go a long way toward improving product adoption.
Why is Customer Education Important?
Customer Education Statistics You Need to Know
10 Customer Education Best Practices