That new killer feature…does anyone know about it, and are they actually using it?


Ok, so you have a great idea for your product, and you decide to build it. You go through the pain, expense, and huge time suck to build this one killer feature that your product was apparently missing.

Is anyone using it?

Now that you have built this new killer feature, how can you tell whether anyone is using it or not?

Enter the world of in-app analytics. There are quite a few great tools available now that can capture in-app analytics…data such as who is visiting your site, who is clicking on what button and when, are they converting, and so forth. Totango, Mixpanel, and Pendo come to mind. All three of these tools can be used to capture user behavior within your application, something that you should already be doing. If you aren’t doing this, you are flying blind. Seriously.

How can you let users know about it?

Ok, so you can track user behavior with a number of analytics tools. But how do you notify users about a new feature in the first place? Well, you can post a blog article about your new killer feature. You can create an email campaign around this new feature. You can post info on your Facebook page about it. You can tweet it out. You can hard-code some tooltips and user guides into your app. Point is, there are lots of ways to let your users know about this new cool feature that your product has. But there’s also a better way to do this: controllable tooltips, right from within your app, without having to hard-code anything.

Pendo: Funny name, awesome tool

There is a relatively new tool on the street called Pendo that not only can provide you with in-app analytics (so that—for example—you can tell if users are clicking on a particular button), but can also help you quickly create in-app tooltips and user guides (so that you can let users know about your apps’s new killer feature right from within the app itself). It’s so easy that a monkey can do it. Within 15 minutes after installing a code snippet on your app’s pages, you can be fully up and running with in-app guides and analytics tracking.

Fully customizeable guides

The tooltips (Pendo calls them “Guides”) are fully customizeable: layout, text, position on the page, and so forth…and you can also customize when the tooltip should display, to what segment of your users, and when they should expire. So for example, you could display a specific tooltip only after a user has visited the page at least 5 times, and then you can expire the tooltip on a specific date or when the user dismisses it. You can also add a badge next to the feature you are tagging, so that the user can invoke the tooltip later.

Simple funnel metrics

Recently Pendo introduced a really nice new feature to analyze your funnel. So for example, you can track how many people click on a particular page in your app, then you can see how many of those people click a particular feature within that page, and so forth, all the way down to the final metric that matters most for you. In this way, you can see — within your application — how many users actually follow through with a specific action or actions.

If you are in need of in-app analytics, and would prefer to use dynamic tooltips instead of having to hard-code them into your product, give Pendo a look. It’s a very slick system that won’t require complicated setup by an expert or steep learning curve.


Note and disclosure: Pendo is not available yet for native smartphone apps. It is only available for web apps. Hopefully they are working on this. The Pendo team also happens to be based 2 doors down from me at HQ Raleigh. Yet another benefit for being part of HQ! ☺