Product adoption is the process by which consumers accept the new products and purchase it. Once a consumer buy and use a product, then the product has been adopted. The product adoption process is typically broken down into the following five stages: awareness, interest, evaluation, trial, and adoption. Show
The product adoption process are involves much more than getting a new customer to purchase your product, but the product adoption also involves to an existing customer satisfaction and help existing customers realize new features of an existing product. The marketers who understand consumer behaviour in adopting new products, how their new products are will be adopted, and how their product spread across the markets will have a better chance of successfully release a new product to the market. Key Points
What is Product Adoption ProcessThe new product adoption process is usually broken down into the following five stages no matter what kind of product it is: awareness, interest, evaluation, trial, and adoption. AwarenessIn the first stage of the new product adoption process, the potential consumer has been exposed to the product and knows that it is available on the market. In this stage, they don’t know enough about the product yet (or don’t even know your product exists). So, the company needs to create brand awareness and inform them about how this product solves their problem. To get people to know your product you can drive awareness of your product by using any of the promotion mix such as content marketing, email marketing, online ads, influencer review, or any marketing campaigns that’s fit to the product. InterestInterest occurs when the potential customer gets attracted to your product and he or she begins to learn about your products or services. In this stage, the potential customer will do research on the product and substitute product. It’s necessary for the company to make your product’s detail easy to found. Having online information about the product like blog posts, infographics, videos, tutorials, and product landing pages are very helpful to your brand. EvaluationIn the third stage, the potential customer will highly analyze your product compared to your competitors and whether to try it out. This stage of the new product adoption process is where the potential customer decides which product best satisfies his or her needs and wants. Thus, the company should focus on communicating about how the product is different or better from the existing products in the market. TrialIn the trial stage the potential customer tests or uses the product to try out if it meet requirements. This stage is the most critical stage of the product adoption process, if the customer determine your product has the value as they expect, they will adopt and stick with your product. If not, they will simply reject it and look at alternative products. Trials include things like test driving a car, borrowing from friend, signing up to Netflix trial period, money-back guarantee, or initial reduced cost. AdoptionIn the final stage of the product adoption process, the consumer buys and uses the product. If the trial stage is successful and the potential customer determined your product has the value they want, then they will adopt and purchase, invest, or subscribe and stick with your product. If not, they will reject it and look for other products. Types of AdoptersTypes of adopters in marketing is a different types of product adopters at different times in a product lifecycle stages, categorized by how fast they adopt a new product. We’ve broken the concept of product adoption into five key stages, outlined product adoption metrics, and provided some strategies for how to improve product adoption. What is product adoption?Product adoption refers to how customers embrace and use a product. It is the way in which customers discover a new product, understand its purpose and value, and then continue to use it as intended. When product adoption is strong, that typically means the following:
When product adoption is not strong, it can mean the following:
The five stages of product adoptionStage #1: AwarenessObviously, customers are not going to adopt your product if they do not know about it in the first place. Digital and mobile marketing can help direct potential new customers to your product whether that lives in the app stores or elsewhere. As in all marketing, it is important to help audiences understand and solve their problems – with your product being the solution. Stage #2: Research and discoveryAfter your potential customers are aware of your product, it is up to you to make sure they understand the value of your product. Whether this is compelling website copy, detailed app store listings, useful screenshots, etc., it’s critical to quickly and effectively educate customers on how your product can solve their specific problems. Stage #3: Evaluation and decision-makingOnce customers have gathered all of the information they need in the research and discovery phase, it’s time for them to make a decision. At this stage, understanding your competition is critical because your customers are likely comparing your product to other similar products. You want to stand out from the crowd, prove value, and entice customers to choose your product over anything else. Stage #4: TrialWhether or not your product is free, there is always a trial period of sorts. This can be in the form of a free trial before paying a fee or it can just be the first few days of using your product. Regardless, this is the testing phase where customers actually try your product for the first time. It helps them understand if they want to continue using your product or move on to a competitor instead. This is your most important opportunity to prove your product’s value. Stage #5: Adoption OR rejectionUltimately, there comes a point where your customers are either going to adopt or reject your product. Even though this is technically the last stage of product adoption, the work certainly does not stop here. In fact, product adoption should always be an ongoing process of collecting feedback from active customers, analyzing it, and then acting on it. Customers can leave at any point, so it’s critical to continue providing value time and time again – not just after they become regular customers. How to measure product adoptionSome of the KPIs product managers should measure when onboarding new customers or launching a new product include:
Strategies to increase product adoptionThere are five key strategies to increasing product adoption. We dive into each one more deeply in this article if you want to learn more.
Combine these product adoption strategies with a mobile feedback solution like Apptentive, and you’ll quickly see increased customer lifetime. Get started today! What are the 5 stages of adoption process?The five stages of product adoption. Stage #1: Awareness. Obviously, customers are not going to adopt your product if they do not know about it in the first place. ... . Stage #2: Research and discovery. ... . Stage #3: Evaluation and decision-making. ... . Stage #4: Trial. ... . Stage #5: Adoption OR rejection.. What is the first stage in a consumers adoption of a new product?Stage 1 - Product Awareness
This first stage is about creating awareness that your product is in the market. It is important that your company develops a successful avenue for your consumers to become aware of your product. If consumers do not know your product exists, than it might as well not exist!
What is the first step of the consumer adoption process quizlet?Awareness is the first stage of the consumer adoption process. In this stage, the consumer has been exposed to the product and knows that it is available on the market. Promotional strategies in the ________ stage of the product life cycle usually involve making customers aware of the product and its attributes.
What is the correct stages of adoption process?There are six product adoption stages—awareness, interest, evaluation, trial, activation, and adoption. Product adoption isn't always a linear process—users can jump between stages. There are also five adopter profiles—innovators, early adopters, early majority, late majority, and laggards.
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