How to Communicate Product Changes
Digital users are always expecting more. They want innovative products that tackle their needs and make their lives and jobs easier. That’s why keeping your product updated and communicating product changes effectively is key to keep users engaged.
An estimated 90% of startups fail, especially in the information industry. Ensuring your product success and increasing users’ engagement it’s a game of data, timing, and communicating with users, so that your product progresses according to their needs, without losing their interest along the way.
A huge part of this initial stage is communicating product changes to users. You want to keep them coming back knowing that your team is listening to what they want and actively working to make changes. Without communicating your product changes, they may see your product as stagnant and look for other alternatives. Don’t let your team’s hard work building a great product go to waste and lose users.
Here is how to communicate product changes to users to boost engagement and growth
Don’t count only on email to communicate product changes
Your users’ inbox is full of emails today. You cannot expect a decent open rate and engagement if you just communicate product changes by email. Emails are not effective and almost a waste of time. You’re lucky to get a 20% open rate and a fraction of that in clicks. When you think about it, that’s not that great.
Especially if your goal is to get people on your site or product and exploring your changes. Only ~2% of your users doing that means the vast majority are missing all of the hard work your team is putting into making a better product. Even regular users will miss updates and new features or be confused when they see changes that you haven’t communicated.
Instead, use a changelog like Beamer to communicate product changes directly within the interface. Beamer is an in-app newsfeed and notification center where you can publish visual, engaging updates. You can send segmented notifications, just tailored for your users, with better open and engagement rate than emails, blogs or other traditional communication channels. Learn more about the most effective ways to engage users (not email!)
Be as visual as possible in your message
If you just send a text email or push notification, it’s really hard for users to really understand what changes they should look out for. We’re so used to reading and ignoring emails and messages, you need to be visual to announce product changes.
You want to visually explain to users what to expect and what they can do with your product. They are much more likely to interact and use new features and check out updates when they are visually prompted.
Use actual screenshots, videos, GIFs, etc. to show users changes and updates rather than just explain them. You can add photos, videos, and GIFs to your Beamer updates to better explain how to use new updates to users directly within the user interface. Check out more details on how to successfully introduce product changes
Give your users the chance to try the new feature right away
It means nothing to users to just announce a new feature and hope that they will start using it regularly.
You want a really quick feature adoption when you announce a product change. And the best way to achieve this is by inviting your users to try your new feature right away.
Give your users suggestions on how to use new features and what they can do with updates that are relevant and helpful to them. Then, at the bottom of your update have a direct link or other CTA directly to the new feature to get them started.
Be personal in your communication with users
Seemingly generic updates and messages are much more likely to be ignored. Personalization is the key to getting more engagement: 78% of people prefer personalized communication. Make your announcements and updates to users personalized as well.
There are simple ways to do this automatically. Using Beamer, you can segment which updates are sent to which users visiting your website. You can segment by demographic, language, user role, etc. By sending only the relevant updates to your users, you can avoid the alert fatigue effect and make sure your updates have a better open and engagement rate.
Show that you and your team are listening to what users want
A great strategy for showing users that you are taking their feedback seriously and are working to make your product better for them is to specifically mention their feedback and requests in your product change updates. If your users asked for specific functionality, thank them for their suggestion.
Even while you’re working on new features and updates, let users know that you’ve heard their suggestions and you’re working on implementing them. Showing, even on a very small scale, that your team is listening to users and are continually working to improve the product gives your company an overall progressive and evolving image in the face of your users. They are more likely to stay loyal to your product if they know that what they want is on the way and their opinion is taken seriously.
Here’s an example on how we used users’ feedback at Beamer to create a new feature and announce it to our customers. “You ask and we deliver!” lets users know how important their suggestions are:
Use data and feedback to measure engagement
You cannot just guess or expect users to be more engaged just by communicating product changes. You need objective and quantitative measurements to prove it.
If you’re not measuring your customer engagement yet, here are some metrics you should be tracking. It’s interesting to check how those indicators change over time and after implementing new features. Are your users connecting more, inviting other users or upgrading more after you announced certain product changes?
Another way to analyze the impact of your product changes is by collecting feedback, reaction and comments. On every update in Beamer, users can even leave their feedback, in the way of a emoji reaction and comments, only visible to you. Combined with Beamer analytics, it’s a really simple way to quickly analyze feedback.
If you’re not communicating your product changes to your users effectively, you are missing out on a huge opportunity to build loyalty and keep engagement high as you continue to improve your product. Your customers won’t know how hard your team is working to build a product that meets all their needs unless you improve how you communicate with them! Try Beamer to make announcements and to boost user engagement by 10x.