CS Corner

Key User Adoption Rates - And How to measure them

Ruben Vleurick
Ruben Vleurick
March 23, 2022
Key User Adoption Rates - And How to measure them

Why are user adoption rates critical?

If a company has a high user adoption rate, it’s an indication that far more individuals are adopting the product than are abandoning it. That usually means the company is acquiring new users very efficiently.

Take, for instance, a mobile gaming company that acquires users through online ads. If an increasing percentage of potential users who click the ads love the game and continue playing, the company will make more and more money off of the same initial advertising investment.

Greater efficiency leads to greater growth. Popular measures of user growth such as app stickiness or vitality, for instance, are really just indicators that a company is acquiring users at a faster rate than it is losing them.

Companies with high user adoption rates enjoy:

  • Lower cost-per-acquisition (CPA)
  • Higher retention
  • Higher marketing ROI
  • Higher customer lifetime value (CLV)
  • Lower customer marketing and retention costs

Any business that benefits from repeat customers is a company that benefits from higher user adoption. For example, high adoption makes:

  • SaaS buying committees or decision-makers more likely to renew
  • Financial services users more likely to stick with an app
  • Consumer tech users more likely to form habits around an app
  • Media and entertainment readers more likely to visit the site repeatedly
  • Retail and e-commerce shoppers more likely to place repeat purchases
  • Telecommunications consumers less likely to churn

To ensure that users find value, stick around, and adopt, companies need to guide them through their different stages. To do this, companies need a user adoption strategy to showcase benefits , but first let's have a look at key metrics that show you how successful the product adoption is going.

Your Key Product Adoption Metrics

There are 3 metrics that will help you know where you are with the product adoption situation.

Here are the user adoption metrics you need to calculate your adoption rate:

1 Adoption Rate:

It is the percentage of new users to all users, whether it is for a product or a specific feature.

For example, if you have 34 new users this month and the number of total users is 265:

It can be calculated on a daily, weekly, monthly, or yearly basis.

2 Time-to-first key action:

The average time it takes a new customer to use an existing feature, or an existing customer to use a new feature for the first time.

3 Percentage of users who performed the core action for the first time:

The name of this metric clearly reveals its definition. It is the percentage of customers who have performed a core feature for the first time in a given period of time.

To monitor and measure these metrics, you can employ tools which are able to review the customer's health. Customer health is crucial to the success of winning advocats and fans and it starts from the first login of a new user and ends up in their aha moment, and usually beyond...

Product Adoption Stages

Every user respectively goes through the 5 stages of product adoption no matter what kind of product it is.

Let’s see what each stage is about and some tips to improve them.

1 – Awareness (Introduction Stage):

In the first stage of the new product adoption process, potential customers enter your website to know about a product but they don’t have sufficient knowledge about it yet.

Teaching Customers can be helpful: Prospects may not be aware of the existence or importance of a certain problem. On the other hand, customers may realize the problem but don’t know the solution. Educating customers about either the problem or the solution can help provide a strong awareness.

An important step is making a product more recognizable and making customers be aware of it. Bringing new and differentiated features, low price, sales, proposed quality into the forefront with a smooth onboarding process can be very helpful in this stage.

2 – Interest (Information-gathering Stage):

It is the stage that customers get attracted to the product and try to have more information about it.

Follow the steps of your customers instantaneously and make sure you have strong customer support. Sending segmented emails will increase product adoption at this stage as well.

3 – Evaluation (Consideration Stage):

At this stage, customers determine whether a product is worth trying or not.

Help your prospects evaluate your product objectively. Make them see the aspects that differentiate from alternatives to it.

4 – Trial (Sampling Stage):

Users try your product to see how efficient the product is for compensating customers’ needs. It can be either the first purchase or free trial period.

Give free trials and a money-back guarantee to ensure your product is worth employing.

5- Adoption / Rejection (Buy or not Buy Stage):

Prospects determine if your SaaS product has the value and decide to adopt it or not. In the last stage of the new product adoption process, customers proceed from a cognitive state (being aware and informed) to the emotional state (liking and preference) and finally to the behavioral or cognitive state (deciding and purchasing).

You need to focus on your customer’s needs and it's essential to align your User adoption strategy with the different Adoption Stages. Like a Funnel in Marketing from Viewer to Customer it is important to tailorize your strategy towards a consistent User Journey Experience. As this User Journey is unique as your customer needs, let's have a look on how your customers can perceive change and whom to tackle to successfully increase the product adoption.

The Product Adoption Curve

There are different groups of Users during the adoption process. It depends on your business but it was helpful for us to focus on Innovators in the early Alpha Phase and bring in the early adopters in Beta rollouts.

The Innovators (2.5%)

Innovators are a small but very important group because they are always the first to learn about and adopt an innovation.

The Early Adopters (13.5%)

The early adopters are also a small forward-thinking group and are often highly respected as opinion leaders.

The Early Majority (34%)

The early majority takes time to make decisions. They will observe others’ experiences and will only adopt a product once they are convinced it has real benefits and that it is the new status quo.

The Late Majority (34%)

The late majority is more resistant to change but they are very responsive to peer pressure. They want innovations to be very well tested.

Laggards (16%)

Laggards are highly unwilling to change and they also can be hard to reach with marketing campaigns. Because they often have very minimal exposure to media.

Now you know what to track and what to look for when measuring the success of a product launch. If you want to learn more about on How to use these key metrics to build A Winning User Adoption Strategy check out our latest Blogpost.

Keep reading...

Built for B2B & B2C SaaS, simultaneously

Changing the way you do business, case by case.


Detect which signups are most likely to buy. Sell more with less effort.

Automatically surface product qualified leads.

Prioritize PQLs call lists and engage with quick actions.

Add tasks and full PQL context to existing CRM and other engagement tools.

Automated sales playbooks and collaborative inbox.


Onboard. Monitor. Get expansion signals. Reduce churn, proactively.

Automatically detect churn & expansion candidates.

Accelerate onboarding and product adoption.

Align activities around 360° customer view, with health and onboarding scores.

Automated CS playbooks and collaborative inbox.


Build revenue workflows, based on how people use your product.

Use machine learning to uncover new sales opps.

Add slow accounts to nurturing campaigns.

Optimize engagement playbooks for maximum conversion.

Leverage any data without needing engineering.


See which impact your product features have on revenue, expansion and churn.

Analyse feature importance, usage and impact.

Build key product metrics without SQL, nor coding.

Easily create customer segments based on any product interaction.

Comply to GDPR and CCPA.

Check out our use cases
Build revenue playbooks based on how people use your product
Stop crunching CRM records and data sheets once a month, to find risks and opportunities. Organise your workflows around real-time PQL signals, playbook actions, and customer data from across your stack.

Work in the tools you already know and use
Give easy access to product data
PQL intelligence and actions, the moment it happens
All point'n'click, no SQL or coding needed
Check out our use cases
Share Customer Data
Detect which leads are hot. Sell more with less effort.
Stop wasting time on unqualified leads. Look out for promising product qualified leads that trigger specific buying signals, and make more meaningful calls, knowing which features they're interested in.

Get prioritized call lists, sorted by likelihood-to-buy
See unified view of each account and their users
Get cases with follow up tasks in your team inbox
Get tasks and product data in your existing CRM
Check out our use cases
health score
Easily test new PLG strategies and improve conversions
Try out new PQL conditions, assign different engagement variations, and monitor how conversions progress over time.

See which features are most frequently used
Quickly test new PQL conditions and actions
Prove which engagement playbooks work best
All point and click, no code required
Check out our use cases
PQL Experiments
Onboard. Monitor product usage. Reduce churn, proactively.
Keep track of each individual user and account at scale, and get notified on expansion and cross-selling opportunities. Identify those who are at risk of churning, and pro-actively reach out to them.

Get notified on churn risk and expansion opportunities
Get cases with follow up tasks in your team inbox
See all account and user activities in one place
Collaborate with sales and marketing thru quick actions
Check out our use cases
journy.io customer success use case
Convert more through hyper-personal automations
Target the right audience at the right time with the right message. Your existing automations get power-boosted with customer engagement metrics.

Automatically add PQLs to engagement automations
Get product usage data in your existing marketing tools
Lower customer acquisition costs
Check out our use cases
journy.io marketing use case

Set up journy.io
in under one hour

Create your free account and start driving a product-led growth strategy with the tools you're already using.

Get Started 
journy.io white logo
© journy.io BV 2023 — All rights reserved.
The names and logos of third party products and companies shown on the website and other promotional materials are the property of their respective owners.