8 min read

Understanding the Customer Adoption Lifecycle in eCommerce

Written by Andriy Boychuk
8 min read
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    As a business, when you come up with new products or services, you’d undoubtedly want your customers to acquire and incorporate your new products into their workflow or day-to-day activities. That’s what customer adoption is all about.

    However, although the rate of adoption is mainly dependent on the specifics of your new offerings, understanding the customer adoption lifecycle can improve the results you get.

    In other words, when you have a clear idea about the cycles or stages customers go through before they buy and use new products (or services, upgrades, etc.), then you’d know where you can meet them and try to help them along the way.

    Not to worry, we can help you find the information you need.

    In the following paragraphs, we dive into all the details you need to know about the customer adoption lifecycle in eCommerce, including how to improve your customer adoption rate.

    What is the Customer Adoption Lifecycle?

    In simple terms, the customer adoption lifecycle is the process whereby a business introduces its new product or service in the market and gets both new and existing customers to acquire and adopt such a product.

    In other words, the customer adoption lifecycle is everything that exists between the moment customers become aware of your new product and when they integrate it into their lives.

    Of course, this means that your new and existing customers will go through a period where they consider your product before they decide to adopt it. But, sadly, sometimes they may not.

    On the bright side, when you can have in-depth mastery of the customer adoption lifecycle, you can ensure a smoother process between introducing your new products to your customers and getting them to buy and use such products.

    But, before we share some tips on how to improve your customer adoption lifecycle, let us examine the stages involved in this cycle.

    Stages of the Customer Adoption Lifecycle

    The customer adoption lifecycle describes the phases customers go through between discovering your new product and adopting it.

    There are typically five stages:

    • Product awareness
    • Individual interest
    • Product evaluation
    • Trial
    • Adoption

    Product awareness

    This is the first stage of the customer adoption lifecycle. During this stage, existing and potential customers become aware of your new products or services.

    Awareness stage of the customer adoption lifecycle

    While this awareness may not come with a complete understanding of your new product’s specifications, people at least know that you have something new to offer.

    Here, the channel of discovery does not matter. It may be through:

    • Display ads
    • Social media ads
    • Blogs
    • Email marketing
    • Visits to your website.

    However, it does mean you have to make sure your product is visible to your audience.

    For example, movie trailers tell the audience about a new movie release and give them some information about the new film. But, they don’t reveal all the details.

    Individuals interest

    Once an individual becomes aware of your new business offers, more often than not, they become interested and want more information. This is the second stage of the customer adoption lifecycle.

    In most cases, they may likely visit your website to read the product description. So, make sure your audience can find the information they are looking for.

    Other methods include consulting experts in the field or using different online resources.

    Product evaluation

    Based on the acquired information about the product, an individual examines the new product, its features, price, unique advantages, and more to try and decide if the product is a good fit or not.

    Customers will determine whether the purchase is worth the expense during this stage.

    Pro tip? To make sure your brand comes out on the right side of this evaluation, try to highlight what makes your product (or service) different from the competition.

    In other words, leverage on your unique selling point.

    Product trial

    Once the customer makes it through product evaluation and decides to go with your product, they’ll buy it, so they can give it a try. Depending on the type of product or service, they’ll likely prefer to buy in smaller units to give it a trial run.

    During the product trial, the customer gets a first-hand knowledge of how your product works (and whether they are what you promised).

    If they are satisfied with what they got, they’ll move on to the final stage — product adoption.

    Trial stage of the customer adoption lifecycle

    Product adoption

    Simply put, product adoption occurs only after a successful trial. Of course, this implies that the individual is satisfied with the quality or performance of the new product.

    In this stage, they will purchase the products in large quantities. In cases where the product trial was not successful, the individual won’t go for such a product.

    Now that you know the stages involved in the customer adoption lifecycle, how do you ensure a successful adoption? Keep reading to find out!

    How to Plan a New Product Release with the Right Customer Adoption Process

    Here are some tips on how to release a new product while ensuring a satisfactory rate from your customers:

    Organize beta testing

    Before you release a new product, you must conduct beta testing. This way, you can get some feedback on how the product works in the field.

    Of course, beta testing means only a few select people get to try out the product. However, you can know if you need to improve some details before releasing a full-version product from the feedback you get.

    Learn from genuine feedbacks

    After conducting beta testing, ensure you get some feedback and go through them. You may use a survey or other means to get these assessments.

    But, more importantly, learn from this feedback. Remember, your beta testing team represents your eventual end-users (customers). So, make sure to incorporate their feedback and make necessary adjustments.

    Provide an excellent customer experience

    Another way to ensure an excellent new product release and impressive customer adoption lifecycle is to ensure your customers get a great experience when using your product or service.

    Some tips on achieving this include:

    • Providing high-quality products
    • Delivering on your product or service promises
    • Including special offers
    • Making sure the product purchase process is stress-free.

    Final Thoughts

    According to statistics, a smooth customer adoption process improves customer retaining, which can boost your business revenue by at least 25% — if you do it right.

    Hopefully, this article has given you insight into how to enhance your customer adoption lifecycle.

    Remember, your product is only as good as the number of customers that adopt it.

    Further Reading

    Customer Lifecycle and Journey: What is the Difference?

    Build a Customer Lifecycle Strategy with Email Marketing

    How to Choose a Software Specialized in Customer Lifecycle

    Customer LifeCycle Metrics To Pay Attention To If You Own An eCommerce Business

    How to Approach the Online Customer Lifecycle

    Calculate Your Customer Lifecycle Value with this Simple Formula

    Plan your eCommerce Customer Lifecycle Campaigns with this Detailed Guide

    The Customer Lifecycle Data: Understand & Organize it

    Talk email strategy with an expert