How can we drive product usage?

Driving product usage involves creating engagement and understanding key metrics. Here are some expert insights:

1. Engagement Metrics:

   • Stickiness: Measure how often users return to your product. Higher usage indicates better product-market fit. For instance, a meditation app like Calm might track how frequently users meditate. Frequent usage suggests reduced churn risk 1.
   • Streaks: Implement features that encourage consistency, like tracking consecutive days of usage. Features like "You’ve meditated 5 days in a row!" can boost engagement 1.

2. Growth Monitoring:

   • Understand growth across user cohorts and channels. Tracking incremental growth is crucial because steady growth attracts investor interest. For example, growing 20% or more month-over-month can lead to more meetings with VCs 1.

3. Product-Led Growth (PLG) Strategies:

   • Allow users access to a free version of your product. This lowers barriers and encourages trial usage, making product usage a leading indicator of success 2.
   • Conversion Paths:
     • Low-Touch Path: For less expensive products, users might purchase directly online, similar to B2C processes. This is cost-effective and scalable.
     • High-Touch Path: For high-value potential clients, personalized outreach from sales or customer success teams can turn high product usage into larger deals. This involves identifying product-qualified leads (PQL) and accounts (PQA) for targeted efforts 2.

By focusing on these strategies, you'll better drive product usage and generate meaningful growth.