New Feature Efficacy

by abhirama

You have an established product, and you introduce a radically new/different feature. You are very enthusiastic, but the metrics show users are hardly using this.

There could be two reasons:
1. Users do not see a value.
2. Could be resistance to newness.

sparkler-839831_640

 

It is essential to zero in on the above to decide whether to put in more effort into the feature. If this is indeed resistance to newness, there might be multiple ways to nudge your users towards the feature gently.

A straightforward way to figure this out is to measure the stickiness of the feature. Of the small percentage of your users who do interact with the features, how many of them come back to it subsequently, i.e. once people are acquainted with the feature, do they come back to it later? If you see stickiness in this cohort, it is a good indicator that the feature is of value, you are doing a lousy job in educating your users and leading them to it. If not, it is time to cull the feature and invest that time and energy in something else.