Product managers’ beliefs about a feature and its benefits for users don’t always align with the customer’s actual experience. But how do you test your assumptions against that reality? One of our customers, an accounting software company, used software usage analytics to track all its major product features and how they were being used by its customers.
Event tracking uncovered interesting trends, including the fact that the “killer” rolling budgets feature — developed at a significant cost to the company — was not being used by customers until a month or more after product purchase.
If customers aren’t using this feature until a month or more after they purchase the product, it is unlikely that prospects will use it during the critical trial period. To figure out the best way to promote the usage of this feature during evaluations, the engineering team ran an A/B test by deploying two separate builds of the software — each of which provided a different visible method to access and use this rolling budgets capability.
Product management tracked and studied which version led more people to use the feature and adopted that method within the UI of the next product release. As a result, adoption of the rolling budgets feature increased dramatically among trial users, leading to a higher conversion rate.
Interested in learning more about software analytics in action and real-world results product managers have achieved? Download our latest ebook, Take the Guesswork out of Product Management: Building Better Applications with Software Analytics.
Marketing Director at Revulytics
Michael is Marketing Director at Revulytics where he is responsible for corporate marketing, content, and social media. He has helped to educate the industry on the benefits of software usage analytics for compliance and product management through the company's blog and contributed articles in trade publications. Michael was previously a marketing programs manager at The MathWorks and principal at Goff Communications. Michael earned a J.D. from Boston University School of Law and a B.A. from Colgate University.
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