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5 ways to increase product engagement.


A highly-engaged customer base is a customer base that are getting high value out of your product.

Your customer experiences your product as a whole. They don’t break up their experiences into different departments or segment their opinion of you.

Too often Customer Engagement is left solely in the realms of marketing and customer success, but a strong Customer Engagement strategy is end-to-end.

This means that your Customer Engagement strategy needs to include product.

Here are 5 ways to bring Customer Engagement right into your product and get customers using more features.

1. Be consistent with announcing updates and new features.

You need to give your customers a chance to learn about and understand how to use every new feature you’ve added to your product. Not only does this encourage strong engagement, but it also shows how much work and effort your team is putting into improving your product.

One-off messages, or an in-app notification, are a great way to do this.

If you’re a bit more of a super-user, you can set up Smart Groups based on feature requests from customers and send out a more in-depth message to these users.

For example, if you had a group of 100 customers who had requested a campaign tracking feature, and you have built it, it’s a great opportunity to thank them for their feedback and maybe even give them early access to the feature to help you test it.

2. Use design to help customers navigate.

If your product is complex and has a wide range of features and use cases, you need to be really strategic with how your product design helps customers engage in the easiest way possible.

Flagging features, changing the font, and adding highlights can all make it simpler for customers to get used to new parts of your product.

If you have a range of different use cases within your product, it’s a good idea only to highlight the relevant new features to each type of customer. You only have so much bandwidth of your customer’s attention, and wasting it on highlighting a feature that’s irrelevant to them doesn’t make sense.

Not overwhelming or over-messaging your customers is a foundational element of a strong Customer Engagement Strategy.

3. Get your onboarding right. But don’t stop teaching.

Onboarding people into your SaaS product is so important to get right. The more tailored you can be right from the start, the better. Building out personalised onboarding sequences is a great start.

Adding guidance right there within your product is a great way to get your customers using those Key Activation Features that will get them engaged and keep them around for longer.

Continuing to educate your customers about new features or new ways to use old features should be a core element of your Product Engagement strategy.

4. Ask questions to tailor your customer’s journey.

If you’re not already doing it, you’ve got to start asking your customers questions about their goals and how they want your product to help them.

You can use Custom Forms to ask your customers absolutely anything you want. Learning directly from your customers is the best way to begin making any changes to your strategy. It’s the most accurate, fastest way to change up your product and boost customer engagement because you understand exactly where it is they want to go.

By asking a question during sign-up and onboarding like: “what’s your number one priority with [your product’s solving point]?” you can start building a tailored journey.

A tailored journey is the best way to speedily get your customers to their ‘aha!’ moment. The sooner that happens, the more likely they are to become and remain engaged with your product.

5. Know your best customers, and edit for them.

As well as asking your customers what they need and want directly, you should integrate behavioural data to validate their responses and pick up on wider context.

Analysing behavioural data means you can get the basics right and lay foundations before you start asking deeper questions to tailor and personalise a customer’s experience.

The data you should look at first is the behaviour of your best, happiest, most engaged customers. Why? These are the kinds of customers you want to find more of.

Learning how they behave and looking back at their journey to get there is a fantastic set of insights to build processes and systems that encourage your newest customers to follow in these highly-engaged footsteps.

Start implementing a stronger Customer Engagement Strategy.

Learn more about putting together an end-to-end Customer Engagement strategy by signing up for our free course.

Or, get going right away with a trial of our Customer Engagement platform, and put all of what you’ve learned here into action.

Written by
Beth is our Head of Growth. She likes to write about customer behaviour, creative strategy, and, well, growth.

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