19 March, 2023
The user research has been done, you’ve built a cool new feature for your app, iterated 100 times, and finally released it into the wild. The users are sure to love it and begin using it straight away, right?
One of the common issues with feature releases is that mobile teams either don’t have the time, or don’t know how to measure the success of that new feature release. Putting focus into measuring your feature adoption rate with a mobile app analytics tool means you’ll have a clearer understanding of a few important points:
How often users interact with different features
What users really utilize features for
When users begin to use a feature as a habit
Where users drop off
Throughout this article we discuss what feature adoption is, the feature adoption funnel, and 5 KPIs you should be measuring to gain insights into app improvement and track feature adoption.
Feature adoption refers to the process by which users start using and incorporating new features offered by an app as a habit in their usage. Product teams use this metric to measure the success of a new feature and understand user behavior towards it.
To get a better understanding, let’s take a look at feature adoption in relation to the fintech industry:
Digital banking: Digital banks like Chime and Revolut offer banking services through mobile apps. Revolut has a feature called ‘rewards’ where users can get discounts or cashback when purchasing an item with their Revolut account. They can measure feature adoption by tracking how often users click on the ‘copy code and redeem’ button within their ‘rewards’ feature.
Budgeting and personal finance: Apps like Mint offer personal budgeting services. One feature Mint built to be more user-focused is the subscription tracker, allowing users to easily see the total sum of subscriptions they pay for, and cancel them in-app. To track the adoption rate of that feature they can measure how often users interact with the ‘cancel my subscription’ button.
Cryptocurrency trading: Apps like Coinbase allow users to trade cryptocurrencies like Bitcoin. Trading apps can measure feature adoption by tracking how often users successfully use the ‘add cash’ button to top up their trading accounts, and whether they increase their investments over time.
Measuring feature adoption rates is crucial for fintech companies like the above that continually improve their product offerings and need to stay ahead of the competition. It allows teams to evaluate how well individual features resonate with users.
By analyzing user behavior, mobile app companies can gain insights into how their users are interacting with different features and what they are using them for. This information can be used to make data-driven decisions about which features to prioritize, how to improve them, and where to invest resources.
Formula for calculating feature adoption rates
The total number of users refers to the number of users who have downloaded or signed up for your app. The higher the feature adoption rate, the more successful the feature is in capturing the attention and usage of the app users.
How to track feature adoption rate:
To easily keep a dashboard of feature adoption on UXCam, set up custom events and create a dashboard to track it. Set up events to more clearly define what feature adoption means e.g. made a transaction or created a profile. Learn more about event analytics.
Parameters used to measure feature option
If you need ideas for mapping out your events and configuring them, take a look at our help center article.
Here are five key performance indicators (KPIs) with their respective formulas to measure feature adoption specifically for fintech apps:
This KPI measures the percentage of users who have interacted with, or used a specific feature out of the total number of users.
Let’s take an example. You’re running a personal finance app and you’ve released a new feature allowing users to send money to their friends using the same app with just their phone numbers.
To measure how popular and valuable that is to your users we need to work out how many of them are using it routinely.
The formula to calculate the feature adoption rate is:
For example, if a fintech app has 1,500 users, and 3,500 of them have adopted a new feature, the feature adoption rate would be 43%.
Parameters to track the number of users who used a feature successfully on UXCam:
Event: Add delivery Metric: Count of users with event
Parameters to set up report in UXCam
This KPI measures the amount of days or weeks it takes users to start using a feature after it is launched. The formula to calculate the time to adoption is:
Time to Adoption = (Date of Feature Adoption - Date of Feature Launch) / Number of Users Who Adopted the Feature
Time to adoption formula
For example, if a feature was launched on January 1st, and 500 users adopted it by January 31st, the time to adoption would be calculated as ((January 31st - January 1st) / 500) = 0.06 days per user.
This KPI measures how often users are using a specific feature. The formula to calculate the frequency of use is:
Frequency of use formula
For example, if 1,000 users have adopted a new feature and it has been used 5,000 times in total, the frequency of use would be 5 ((5,000 / 1,000) = 5).
How to calculate frequency of use on UXCam dashboards:
Build a report for the Count the frequency of events in a specific time frame
Then build another report for the number of users who adopted the feature in the same time frame. Divide the frequency of events by number of users as per the formula above and — tada, you get the frequency of usage.
In our example below it would be 578 / 66 = 8.75.
Parameters for feature adoption reports
This KPI measures the percentage of users who continue to use the app after adopting a new feature. The formula to calculate the user retention rate is:
User retention rate formula For example, if 2,000 users adopt a new feature, but only 1,500 continue to use the app after adopting the feature, the user retention rate would be 75% ((1,500/2,000) x 100).
This KPI measures the percentage of users who abandon a feature after trying it out. The formula to calculate the drop-off rate is:
Drop off rate formula For example, if 1,000 users try a new feature, but only 600 continue to use it, the drop-off rate would be 40% ((400/1,000) x 100).
How to track drop offs using UXCam:
Set up a session funnel for screens and events around the new feature.
See at which screen users typically drop off.
Click through to watch session replays for deeper analysis.
Conversion funnel example in UXCam
The feature adoption funnel is a way to visualize the various stages of the feature adoption process. At each stage, users either continue through the funnel towards adoption, or drop out of the process altogether.
The feature adoption funnel in action
There are 4 distinct stages of feature adoption. Let’s say you run a financial app and you discover a user needs to have different ‘vaults’ which act like saving spaces for particular occasions, instead of only having a single saving space.
Example of 'vaults' feature in Revolut
The feature adoption journey for ‘vaults’ might look something like this:
Exposed. Users won’t be able to utilize the new feature if they don’t know it exists. Tell users about the feature and walk them through how to use it by using communication techniques like push notifications, newsletters or emails. Exposure is measured simply by the number of users who landed on the new feature screen.
UXCam automatically tags screen names, saving product teams time when analyzing heatmaps. To keep users' personal information private, you are able to blur and occlude sensitive information like passwords and banking information making user information safe. This is especially important when working with apps in industries like finance or healthcare.
1. Activated. The next step is to know how many users out of the ones already exposed, used the new feature. At this point, the feature adoption funnel has given us a few insights: How long it took users to activate the feature, and how many times they were exposed to the feature before using it.
2. Used. This step measures how engaged your users are after activating and using the new feature. If users aren’t continuing to use the feature, put more effort into highlighting the value of the feature.
3. Used again. The final step is to see how sticky your feature is. Do users come back to it continuously, or do they use it just once? However, remember that not every feature in your app will need continuous use.
Having the metrics for your new feature adoption is a good starting point, but only the beginning. To get adoption rates through the roof, we need to analyze deeper to gain more actionable insights on improving those features.
Finance apps can be complex to start with for a lot of users. There are a lot of extra steps a potential user needs to go through before they’re able to fully use the app. Banking apps need to establish a high level of trust with users before they’ll be willing to go through an onboarding process that includes identification checks and approvals.
There are several strategies that fintech apps could try to improve their feature adoption rates. Here are a few:
Step one should always be gathering your numbers. Integrate a mobile app analytics tool to track user behavior and engagement with specific features. This will uncover the unknown improvements you can make to your app for better overall performance.
As well as measuring feature adoption rates, mobile app analytics tools like UXCam can also support product teams with:
Improving the flow of your onboarding process
Monitor issues and crashes
Optimize the user journey
If you’d like to see how UXCam can further support your team by providing qualitative insights, try the free trial.
Analyze data When analyzing data, you’re using different qualitative and quantitative methods to look for opportunities to enhance the user experience. Respectively, you’re also identifying where in the journey users are frustrated, and the points they drop off.
With UXCam you can create and analyze funnels based on screen names to pinpoint where drop-offs are happening.
Spaces set-up funnel example in UXCam Let’s say your users are dropping off at the ‘add savings goal’ page.
You can click through the red area of the funnel to see the specific sessions of those users who dropped off. You can save these users as a segment to keep track of how that number changes over time, and react to new design updates.
If there are more sessions than possible to watch, you can continue filtering for frustration signals like:
generated unresponsive taps
experienced UI freezes or crashes
Educate users Walk users through the benefits of a new feature through in-app messaging or pop-ups. This can help users understand how the feature works and why it is useful, which can encourage adoption.
Simplify the onboarding process
Analyzing your onboarding screens will show you how many users are dropping off and at which stages. Set up a customizable dashboard for the onboarding process to access the data easily and monitor it over time. Measuring and tracking the changes to your onboarding process will increase the likelihood that users will reach the end of the journey because you’ll have a better understanding of their frustrations and expectations.
By taking a look at each onboarding screen in heatmaps, under Screens in UXCam, you’ll be able to measure:
First and last touches
By filtering heatmaps for frustration indicators like rage taps and last touches, you’ll be able to see exactly where and what users are struggling with during the onboarding process.
Example of session filters in UXCam
Some issues throughout your onboarding process that you can uncover with heatmaps are:
Identify user frustrations in the onboarding UI
Which screens in your onboarding process have the highest quit rate
Example of heatmaps in UXCam
You can save user segments with specific actions like the ones above. This will allow you a look into the habits of your users over time, from which you can take the right steps to improve your onboarding experience in a user-focused way.
For a more in-depth look at improving the onboarding process for fintech apps, read: 12 KPIs to measure and improve your FinTech app onboarding strategy
To keep track of these metrics over time, create a customizable dashboard and create reports based on your new features to see how the data changes with every iteration.
UXCam is a tool that can help fintech apps implement these strategies and improve their feature adoption rates. By providing detailed insights into user behavior, product teams can better understand how users interact with new features, identify pain points, and optimize the user experience.
UXCam offers features like:
12 KPIs to measure your fintech apps onboarding strategy
Reduce KYC abandonment in 3 steps
Hannah is the Content Manager at UXCam. For the past few years, she’s been working on creating more valuable and useful content for SaaS companies and their users.
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