35% Product Adoption Growth in a Strategic International Market
Strategic GTM & Usage-Based Onboarding
Drove 35% product adoption growth within a strategic international growth market through targeted product and go-to-market initiatives, including a market-specific rollout and usage-based onboarding. The growth relates to this defined market rather than the global portfolio.
The Challenge
The product had strong functionality but new features were experiencing low adoption rates among existing customers. Many users signed up but failed to activate or engage with core features. The traditional onboarding approach was generic and didn't drive users to experience value quickly.
Approach & Methodology
- Conducted user research to identify activation barriers and moments of value discovery
- Redesigned onboarding flow to focus on usage-based milestones rather than feature tours
- Implemented product analytics reports to track user engagement and identify drop-off points
- Developed targeted email campaigns and in-app messaging to guide users through activation
- Created role-based onboarding paths tailored to different user personas and use cases
- Collaborated with marketing team to align messaging and positioning with value drivers
- Established regular product webinars and training sessions to showcase best practices
Outcomes & Impact
+35% Adoption Growth
Increase in product adoption within the target international market
1,000+ B2B Users
Platform adopted across diverse customer segments
+30% Engagement
Improved feature utilisation and session frequency
Reduced Time-to-Value
Users experiencing core value within first week
Technologies & Tools
Key Lessons Learned
- Focus onboarding on helping users achieve their first success, not on showcasing every feature
- Product analytics are essential for identifying where users struggle and optimising the journey
- Different user segments require tailored onboarding experiences: one size doesn't fit all
- Continuous iteration based on user feedback is more effective than big-bang redesigns
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