Revenue Stocking Stuffers — Adopt a Digital Adoption Platform (6 of 8)
This is part six of the Stocking Stuffer Series
Understanding Target Audience Behavior
Improve Outreach Credibility
Support the Ideal Purchase Process
Reassess Product-Market Fit
Break Down Barriers to Inbound Interest
Adopt a Digital Adoption Platform
No Sales Allowed! Outreach
Invest in Long-Term Customer SuccessAdopt a Digital Adoption Platform
Digital Adoption Platforms (DAPs) began to gain prominence in the mid to late 2010s. The concept emerged in response to the increasing complexity of software applications and the challenges organizations faced in ensuring that users could effectively adopt and make the most of these technologies. The rise of DAPs correlates with the evolution of SaaS (Software as a Service) solutions and the recognition that simply providing access to software wasn’t enough. Businesses realized the importance of user onboarding, engagement, and ongoing support to maximize the value of the digital tools they were investing in. While the exact timeline may vary for specific platforms, the broader adoption and recognition of DAPs as a category gained momentum around 2015–2017. Since then, various DAP vendors have entered the market, offering solutions with diverse features and capabilities to help organizations streamline the digital adoption process. The virtual paradigm shift triggered by the 2020 pandemic has underscored the need for innovative solutions that go beyond the limitations of conventional methods.
Evolution of Sales Engagements: Pre-COVID vs. Virtual Approach
Before the pandemic, sales engagements were characterized by in-person meetings, ‘water cooler talk’, and whiteboard presentations. Scheduled calls were the norm, offering a structured but often rigid framework for communication. The onset of COVID-19 disrupted this established routine, necessitating a rapid adaptation to virtual channels. The shift to a virtual approach brought its own set of challenges — the loss of personal touch, the need for innovative means of engagement, and the critical aspect of asynchronous communication.
The role of DAPs became particularly pronounced in this new landscape. These platforms, embedded within digital products, offered real-time guidance to users, eliminating the need for scheduled calls by providing instant support within the application interface. Asynchronous communication became a cornerstone of success, allowing users to navigate and understand digital products at their own pace, regardless of time zones or traditional working hours.
The Asynchronous Advantage: Crucial for Success in Modern Sales
In the digital era, asynchronous enablement and service have emerged as crucial elements for success in modern sales cycles. DAPs play a pivotal role by providing users with on-demand guidance, tutorials, and interactive support within the application. This asynchronous approach not only aligns with the flexibility demanded by virtual engagements but also ensures that users can access assistance precisely when they need it, without waiting for scheduled calls, emails, or support ticket resolution.
In the context of the sales cycle, this asynchronous advantage extends across various phases. In the brand awareness and product research stage, DAPs guide potential customers through features and benefits seamlessly. Inbound lead conversion is streamlined by offering real-time assistance, personalized guidance, and the ability to explore a product independently. Technical evaluation support is enhanced by step-by-step guidance within the application, reducing the dependency on traditional support methods. And holistic monitoring provides insight and feedback loops to various teams. Let’s explore each in more detail:
Brand Awareness and Product Research
Digital adoption begins at the initial stages of brand awareness and product research. According to a survey by Salesforce, 87% of shoppers begin product searches online, emphasizing the critical role of digital touchpoints in the initial stages of the customer journey. And according to Localytics, 25% of users abandon an app after one use. DAPs directly address this by serving as virtual mentors, guiding potential customers through the intricacies of a product’s features and benefits without the need for scheduled calls. By embedding interactive and contextual guidance directly within the application, organizations can effectively communicate their value proposition, fostering a deeper understanding and appreciation for their offerings. This not only accelerates the decision-making process but also creates a positive first impression, laying the foundation for a strong customer relationship.
Elevating the Conversion Experience
Converting inbound leads into active users or customers is a pivotal moment in the sales journey. Salesforce reports that 68% of customers say the key to excellent customer service is a company valuing their time. DAPs, with their in-app guidance, significantly reduce the time required for onboarding compared to traditional methods, contributing to a more efficient and satisfying experience for users. By tailoring the user experience based on individual behaviors and preferences, DAPs elevate the conversion experience, fostering a sense of connection and responsiveness that traditional methods struggle to match. The result is a more efficient and satisfying onboarding process that sets the stage for formal sales engagement.
Technical Evaluation Support
Here, DAPs emerge as invaluable allies in empowering the technical champion and facilitating a seamless evaluation process. Navigating the complexities of a digital product becomes less daunting with the incorporation of DAPs. These platforms step in to provide comprehensive support, including step-by-step guidance, interactive tutorials, and contextual assistance right within the application interface.
This dynamic approach not only demystifies the intricacies of the product’s features but also plays a crucial role in preparing the technical champion for their role in the sales process. By offering real-time guidance and eliminating the need for manual interventions or scheduled calls, DAPs contribute to the creation of an informed and confident user base. This newfound confidence lays a solid foundation for the successful adoption and utilization of the digital product, empowering the technical champion to effectively defend the vendor’s offerings and advocate for the product’s meaningful value during the evaluation stage of the sales engagement.
Redefining Onboarding for Lasting Impact
The post-sale phase is a critical juncture where the success of a digital product hinges on effective onboarding and training. Aberdeen Group found that companies with a well-structured onboarding process achieve 54% greater time-to-value and a study by Userpilot found effective onboarding can improve user retention by 50%. DAPs streamline this process by automating support mechanisms, reducing the dependence on time-consuming manual training sessions. Users are guided through the application in real-time, ensuring a swift and effective adoption of the product. This not only accelerates the time-to-value but also contributes to a positive user experience, setting the stage for long-term engagement and satisfaction. By embracing DAPs, organizations can redefine their onboarding strategies, making them more efficient, scalable, and aligned with the evolving expectations of today’s digital-savvy users.
Monitoring User Activity
One of the standout features of DAPs is their ability to automate training workflows and monitor user activity comprehensively. In a virtual customer success environment, this becomes a game-changer. Workflow automation ensures that routine tasks are streamlined, freeing up valuable time for support and service teams to focus on strategic and high-value activities. Monitoring user activity provides invaluable insights into user behavior, pain points, and areas of improvement.
Before the digital era, such monitoring was limited to anecdotal feedback and post-engagement surveys. With DAPs, organizations gain a real-time understanding of how users interact with digital products. This holistic monitoring spans the entire sales cycle — from brand awareness and product research to post-sale adoption and training. By leveraging data-driven insights, organizations can refine their digital products, optimize user interfaces, and make informed decisions that align with evolving market dynamics.
Top Three Suggested DAPs
WalkMe
Pros:
- Comprehensive Guidance: WalkMe offers extensive guidance within applications, ensuring users are supported at every step. Its versatility allows organizations to create interactive walkthroughs, pop-up tips, and tutorials, providing a holistic approach to digital adoption.
- Powerful Analytics: WalkMe provides robust analytics tools, offering insights into user behavior, navigation patterns, and areas of potential improvement. This data-driven approach enables organizations to refine their digital strategies based on real-time user interactions.
Cons:
- Learning Curve: Implementing WalkMe may have a learning curve for administrators and content creators. While the platform is feature-rich, it might take some time for teams to fully harness its capabilities.
Typical Usage: WalkMe is often used in complex software environments, such as enterprise resource planning (ERP) systems, where users benefit from step-by-step guidance and continuous support. It’s also suitable for organizations seeking detailed analytics to enhance user experience and optimize workflows.
Appcues
Pros:
- Intuitive Design: Appcues is known for its user-friendly interface, allowing organizations to create in-app messages, feature announcements, and guided tours effortlessly. The platform’s design simplicity facilitates quick implementation and customization.
- Segmentation Capabilities: Appcues offers advanced segmentation features, enabling organizations to tailor messages and guidance based on user profiles, behaviors, or demographics. This personalized approach enhances the effectiveness of communication with diverse user groups.
Cons:
- Limited Complexity: While Appcues excels in simplicity, it might be considered less suitable for highly complex onboarding scenarios or applications requiring intricate guidance. Organizations with exceptionally intricate user journeys may find the platform somewhat limiting.
Typical Usage: Appcues is often employed by startups and SaaS companies looking for a straightforward yet powerful solution for in-app guidance. Its segmentation capabilities make it particularly valuable for organizations with diverse user bases.
Pendo
Pros:
- Robust Feature Set: Pendo offers a comprehensive feature set, including in-app messaging, analytics, and feedback collection. Its versatility allows organizations to create engaging user experiences while gaining valuable insights into user behavior.
- Scalability: Pendo is known for its scalability, making it suitable for both small startups and large enterprises. Its flexibility allows organizations to grow with the platform, adapting to evolving needs and expanding user bases.
Cons:
- Integration Complexity: While Pendo integrates with many popular platforms, some users might encounter challenges with specific integrations. Ensuring seamless integration might require additional configuration, which can be perceived as a minor drawback.
Typical Usage: Pendo is commonly adopted by organizations aiming to scale their digital products and enhance user engagement. It is favored in scenarios where a combination of in-app guidance and detailed analytics is crucial for understanding and improving user journeys.
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As we navigate the digital frontier, the role of Digital Adoption Platforms in sales cannot be overstated. The asynchronous enablement they provide aligns seamlessly with the demands of modern, virtual engagements. DAPs not only bridge the gap left by the shift from in-person to virtual interactions but also offer a dynamic solution that enhances the entire sales cycle. In a world where adaptability is the key to success, organizations that leverage the power of DAPs find themselves at the forefront of innovation, efficiency, and customer satisfaction in the digital era.
