New feature efficacy

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

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

It is essential to zero in on the above to decide whether to put 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 interact with the feature, 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 educating your users and leading them to the feature. If not, it is time to cull the feature and invest that time and energy in something else.


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