La communication In-app remplace l'e-mail
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.
L'équipe marketing de RingCentral utilisait déjà Pendo pour créer des guides de bienvenue et des infobulles qui s'affichaient lorsque de nouveaux utilisateurs se connectaient à la plateforme pour la première fois ou s'ils n'avaient pas encore utilisé certaines fonctionnalités. Les guides in-app mettaient en avant les principales fonctionnalités « addictives » que l'équipe avait identifiées comme étant corrélées à une utilisation et une fidélisation à long terme.
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.
Proposer des ressources à la demande
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.
Un autre avantage supplémentaire est que, grâce à Pendo, l'équipe RingCentral peut identifier les guides in-app les plus consultés, ce qui peut indiquer un besoin de formation supplémentaire ou des ajustements à apporter au produit lui-même. « Cela nous fournit des informations et des indications sur ce qui importe vraiment à nos utilisateurs, et nous permet d'améliorer leur expérience, que ce soit via Pendo ou grâce au développement du produit », ajoute M. Collings.
