In-App löst E-Mails ab
For marketing teams that embrace product-led strategies, the product becomes the ultimate channel for driving adoption and retention. Pendo helps support these efforts every step of the way.
Das Marketingteam von RingCentral nutzte Pendo bereits, um Willkommensanleitungen und Tooltips zu erstellen, die erschienen, wenn sich neue Benutzer zum ersten Mal auf der Plattform anmeldeten oder wenn sie bestimmte Funktionen noch nicht genutzt hatten. Die In-App-Anleitungen heben die wichtigsten Merkmale hervor, die nach Ansicht des Teams mit der langfristigen Nutzung und dem Verbleib in der App korrelieren.
After seeing success with these guides, RingCentral wanted to add an element of self service to the experience. “Having [the guides] show up automatically is great, but we also wanted to create some sort of inbox where users could go back and look at these in-app tours again on their own,” explained Jean Collings, director of lifecycle marketing at RingCentral.
On-Demand als Option ins Spiel bringen
The RingCentral team decided to use the Resource Center in Pendo to create several modules that included their welcome guides, in-app tours, and videos. And this self-service strategy proved successful. “We noticed that users who interacted with the Resource Center had increased app retention over time compared to those who didn’t use the Resource Center,” said Collings.
RingCentral’s product team took notice of this success, and suggested they build a similar capability into their own product. Their resource center now houses support articles, a chatbot, search functionality, and all of their Pendo in-app walkthroughs. “Now, users have a place to go back to if they want to look at any of our in-app tours on their own time,” Collings noted.
RingCentral’s Pendo in-app guides exist in two key areas of their resource center. First, in the “Discover” area, where new features are highlighted on a monthly basis. Each feature spotlight links out to a guide with either a video, GIF, or full walkthrough within the app. And second, in the “Help” area, where users can find in-app tours for things they don’t know how to do or need a refresher on. For example, if users don’t know how to start meetings from the video tab, they can click into that tour for a guided walkthrough. Collings added, “What’s really good about this is I was able to create a deep link within the ‘Next’ button, so it’ll force users into the video tab and then continue the in-app tour as they walk through the steps.”
Whenever RingCentral creates guides in Pendo, they always establish a control group so they’re able to measure DAU/MAU, feature adoption, and retention. Collings shared, “99.9% of the time, we see an increase in those three metrics for users who see our guides versus the control group.”
RingCentral also found that users who access their resource center at least twice in one month have an increased app retention of 25%, compared to those who don’t use the resource center at all. “Clearly, the things that are in the resource center are helping users and really making an impact on their experience overall,” said Collings.
Ein weiterer Pluspunkt ist, dass das RingCentral-Team mit Pendo verfolgen kann, welche Anleitungen in der App am häufigsten angeklickt werden – ein Hinweis darauf, dass zusätzliche Schulungen oder Optimierungen am Produkt selbst erforderlich sind. „Es liefert uns Informationen und Signale darüber, was unseren Nutzern wirklich wichtig ist, und ermöglicht es uns, entweder mit Pendo oder durch Produktentwicklung ein besseres Erlebnis zu schaffen“, fügte Collings hinzu.
