| Understanding the impact of an in-app guide on usage a Key Feature can increase user adoption and retention, or enable you to determine if a feature should be depreciated. |
Step 1: Bring in-app events into Heap
In the Heap Play, ‘’Increase Usage of Key Features’’ we reviewed how to identify which features require guided assistance, as well as how to segment those users who require the assistance. The end goal was to build targeted in-app guides that educate users and increase adoption and ultimately retention. Regardless of which in-app guide tool you use, you will want to be sure to bring those events into Heap to then be used in analysis to measure success. This can be done via integration with one of our native sources, or via custom API track calls.
Step 2: Analyze your guide!
Now it’s time to analyze your guide(s). We will cover how to understand general usage, AND understand the impact of that guide on Adoption and Retention.
| Query #1 | Determine if users are starting your in-app guide |
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To see if users are looking at the guide, you will want to build a graph to see if the guide was started. It is best practice to look at this by segment to understand the impact of the guide on different groups of users.
We recommend using segments that may have been previously created during the Heap Play ‘’Increase Usage of Key Features’’ This way you are analyzing the group of users you built this guide for. Alternatively, grouping by role or active usage properties can lead to powerful insights.
| Graph | Count of Guide Start Event – Compare Users: Users in Segment of your choice VS Users not in Segment |
Is the guide being engaged with by the intended group of users? If yes, this indicates your in-app guide is beneficial. If no, you will want to continue digging into your guide to understand where users are falling off – and make improvements to your guide based on this information.
| Query #2 | Determine if users are going through the flow detailed in your in-app guide |
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To understand if users who make it through the guide have more success with the intended Key Feature, you will want to build a funnel that contains each step in the Key Feature’s usage flow.
| Funnel | Each step in your desired flow leading to Key Event – Group By: ‘’Users who have done’’ Completed Guide event equivalent |
Since in-app guides are aimed at increasing engagement with a particular Key Feature, it is important to analyze usage of this feature in its entirety. Grouping by users who have completed the guide will allow you to see if the guide has had any impact on adoption of your desired feature.
| Query #3 | Determine if your in-app guide contribute to higher retention |
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To understand if your in-app guide is increasing retention of your Key Feature, we’ve got a Suggested Report for you!
Use Heap’s Suggested Report ‘’Does completing a guide result in higher retention?’’
What does this tell you?
Determine if users continue returning to your Key Feature after initial use, broken out by whether or not they completed your guide.
Step 3: Interpret your results and take action
If your guide was a success, great! If not, it might be worth taking a deeper look at the overall usage of the features you created guides for and consider if they need to be improved, or depreciated. Did targeted users engage with the guide? If not, it might be worth revisiting who you target or if the Key Event is even usable. Did users open the guide and not finish it? This can tell you the guide needs to be reworked so your targeted users find value in going through it.
Conclusion
In-app guides are a powerful way to drive adoption and sustained usage of your tool, so measuring your guide’s impact on these metrics should be a point of focus.