Product-Led Growth: Beginners

Beginners are activated users who understand how your product can meet their needs and deliver value—and they’re excited about it! They’re eager to learn more and are starting to explore your product’s features and functionality more deeply. 

Beginners are typically:

  • Starting to use real data and receiving tangible value
  • Not using advanced functionality or implementing sophisticated use cases
  • Feeling confident that your product is the best solution to solve their problem

Your Goal

To facilitate product adoption by helping users form habits and getting them to think of your product as the go-to solution for a certain problem or task. 

Product adoption means full buy-in—it’s when a user really understands the power of your product and depends on it regularly. Once they adopt your product, users become regulars.

How to measure success

  • Feature adoption
  • Time to value
  • Free trial conversion (if applicable)
  • Usage and retention (daily, weekly, monthly)

Basic use cases

1. Feature tours

Some features may not be critical during initial onboarding, but are an important part of using your product regularly. Offer a quick opt-in feature tour to users as they explore your product more deeply.

Using a series of action-driven tooltips, create a flow that walks your users through the steps they need to take to successfully use that feature. For better flow completion rates, make sure your feature tour includes 5-7 tooltips.

2. Feature prompts

Nudge users toward the features that will help them be more successful and efficient.

Using Appcues, create a segment of users that are not interacting with the feature in question. Create a tooltip or a slideout for these users that explains why using that feature will help them get more out of your product. Add a CTA to your slideout that triggers a quick walkthrough of the feature. 

3. Gate your free trial (if applicable)

Once a user has reached their free trial or freemium usage limit, gate their continued access by creating an undismissable modal with a CTA to upgrade.

4. Alleviate support burden

Turn your top help articles into in-app guides.

Create walkthroughs based on instructions in your top help articles. Add permalinks of these walkthroughs in your support docs to allow users to help themselves without creating a support ticket.

5. Provide non-intrusive support

Provide on-demand, contextual help to your users by placing hotspots next to the most critical features of your product. If you are explaining a feature or functionality, we recommend using the question mark (?) symbol to make it more intuitive for your users. 

6. Webinar announcements

At this point, your users have been using your core features on a regular basis. Now is the time to introduce them to more advanced features or functions. 

Take this opportunity to get some face time in with your customers. Organize a webinar that gives an in-depth look at some of the advanced features of your product. Using Appcues, create a slideout to announce the webinar and use the webinar registration page link to create a ‘Register Now’ CTA. 

Advanced use cases

1. Contextual help button 

At some point in the journey, users want to take charge and learn by doing. Providing unsolicited guidance at these stages can be counterproductive. But users shouldn’t be left to fend for themselves when they’re feeling lost, either. Offer unobtrusive support by creating an opt-in help option. 

Create a help button that can be embedded on a page. Use the button to launch a flow that describes how to complete specific action. Use this doc to learn how to create the embeddable button.

2. Encourage users to invite other team members

Having multiple users from a single company reduces the likelihood of churn. At this time, your users have received value from your product. Now is the time to ask them to invite other teammates to your product. 

Create a slideout that asks your users if they want to invite a teammate to your product. Add a form that allows them to enter their teammate’s email address. If you use an email automation tool like Customer.io, have your CTA trigger an automated email to the teammate. Otherwise, you can download a CSV of form responses and send an email to the addresses in the form.