Summary
This play targets users who are active but haven’t adopted a key feature. These users are the perfect audience for nudges that build product awareness and unlock deeper engagement.
Why this works
Converts regular usage into broader adoption
Focuses on users ready to discover more
Turns passive value into sticky retention
Goal
For the reader: Drive discovery of key features among engaged but under-adopted users.
For the company: Improve product retention by activating more surface area of the product.
Accoil Signal
Primary signal
User has been active long enough to know the product
Adoption Score is developing, but not yet strong
Moderate Engagement Score — active but not expert
Regular login or usage pattern
No recent interactions with the key feature
(2) Additional insights
Belongs to a plan where the feature adds known value
Usage patterns suggest the feature is relevant but undiscovered
Action steps
1. Build the Awareness List
Segment users with moderate usage and no feature interaction
Layer in tenure and plan type filters
Save the list for campaign delivery
2. Trigger Awareness Campaigns
In-app nudges, banners, or walkthroughs
Emails with benefits, use cases, or short videos
Point to help center or quick-start resources
3. Measure + Monitor
Track new feature interactions through events page post-campaign
Watch for uplift in Adoption Score and product breadth
Use testing to optimize message framing or delivery method
4. Refine Based on Behavior
Remove users who engage
Escalate stagnant accounts to CS or enablement
Tag responders as candidates for deeper onboarding or success plays
Supporting metrics
Metrics | How to measure in Accoil |
Feature Discovery Rate | Share of users engaging with the target feature |
Adoption Lift | Change in Adoption Score after campaign |
Retention Signal | Ongoing engagement trend among converted users |