Website Content
Product Updates
Product updates involve sharing information about new features, improvements, and bug fixes in your software. These updates keep users informed about the latest enhancements, ensuring they can make the most of your product’s capabilities.
IMPLEMENTATION
Identify Updates: Collect information on new features, improvements, and bug fixes from your development team.
Draft Update Notes: Write clear and concise descriptions of each update, focusing on the benefits and use cases.
Create Visuals: Include screenshots, videos, or GIFs to illustrate the updates.
Choose Channels: Decide where to share the updates (e.g., blog, email, social media, in-app notifications).
Schedule Releases: Plan and schedule the release of updates to maintain a consistent communication flow.
Promote Updates: Share the updates across chosen channels, highlighting key improvements and encouraging users to explore new features.
Gather Feedback: Encourage users to provide feedback on the updates to inform future development.
STRATEGY RATING
SCORE
21
Product updates are cost-effective and relatively quick to produce, requiring minimal expertise. They provide moderate engagement and have a reasonable lifespan until the next update. Their main value lies in keeping users informed and satisfied with ongoing improvements.
RATING 1-5, 5 BEING THE BEST
4
Expertise
Requires basic writing and communication skills.
5
Cost
Low cost, primarily involves writing and content creation.
4
Time
Relatively quick to produce and distribute.
3
Engagement
Moderate engagement, depends on the significance of the updates.
3
Longevity
Low interactivity, mostly informational.
2
Interactivity
Low interactivity, mostly informational.
QUESTIONS TO ASK
Do our users frequently request updates on new features and improvements?
Can we clearly communicate the benefits of each update to our users?
Do we have the resources to create detailed and engaging update announcements?
Will these updates provide significant value to our users and improve their experience?
How will we distribute and promote these updates to ensure maximum reach?
HOW TO MEASURE
Engagement: Track the number of views, clicks, and interactions with the update announcement.
Adoption Rate: Measure how many users adopt or use the new features post-update.
User Feedback: Collect feedback through comments, surveys, and direct messages.
Support Tickets: Monitor the number of support tickets related to the update to identify potential issues.
Customer Satisfaction: Use tools like NPS (Net Promoter Score) to gauge user satisfaction with the updates.
EXAMPLE
Company: Asana
Implementation: Asana regularly publishes product updates on their blog, detailing new features and improvements. They include screenshots, videos, and step-by-step instructions to help users understand and utilize the updates. They also send out email notifications and in-app messages to ensure users are aware of the changes.
Outcome: These product updates helped Asana maintain high user satisfaction and engagement. Users appreciated being kept in the loop about new features and improvements, which led to higher adoption rates of new functionalities. The clear communication also reduced the number of support tickets and increased overall customer satisfaction.
By consistently informing users about product enhancements, Asana built a reputation for continuous improvement and responsiveness to user needs, fostering a loyal and engaged user base.