Companies market their products differently to attract new customers. Before a new product is unveiled to the market, it undergoes a series of stages. Most consumers prefer using what they already know because of familiarity and comfort. Adopting new products can be a challenge. Thus, business owners must convince their customers to switch and try out their products. The product adoption process enables consumers to know about the product, understand it and adopt it for use.
Source: from Appcues
MD: New products go through a process before the consumers adopt them. Learn the essential stages in product adoption and the factors influencing the process.
Your customers should learn the product design definition to increase the adoption process. When they understand the value of your product or service from the conception stage, chances of adoption will be high.
If you are ready to launch a new product or a feature for an existing service, you should understand the stages involved in the adoption process.
Source: from Bugle
Stages of Product Adoption
Let us explore the stages consumers go through before adopting a new product.
Awareness
Customers need to know about your product before embracing it. Your business must implement effective marketing strategies to make your products or services known to the customers. Marketing with The Specialty Company can help enhance these efforts by creating impactful campaigns tailored to your target audience. So, the first step is to create awareness among users in the target market. If customers are not aware of your product, you will not make any purchases. Therefore, get a skilled team of marketers to create marketing tools. These could be videos, banners, landing pages, or ads.
This stage requires creativity to capture the interest of consumers. Besides, you can use social media tools to push a powerful product campaign. Use influencers, sponsored advertisements, and hashtags on Twitter. You will reach a wider audience through affordable methods.
Interest
In this stage, the consumer becomes more interested in your product. They gather information about your business and the products or services you are offering. So, your company should have avenues where customers can get information. For instance, a website, blog, or social media handles. The website should have product descriptions, videos, or informative tutorials for consumers to review. If your business is stable, you can develop an app for your product for easy customer access.
Evaluation
Sophisticated and relatively expensive products attract the curiosity of many consumers. Before buying any product, most customers usually compare and assess the product first. They research online to learn more about your product or service. In this stage, the customers access various platforms such as websites and social media networks to compare different products. In addition, they check reputable review sites for client testimonials and recommendations.
So, you can help your customers by creating a portal with extensive product information. Make sure you outline the significant differences between what you offer and the competitor’s products. Don’t forget to include your strengths and what makes your product exceptional. You will simplify the evaluation phase for consumers. As a business owner, you can also use the webinar to engage your potential customers online for Q&A sessions.
Trial
In this stage, the consumer takes a step to try out your product. It is a decision that will impact their decision about adopting your product. The evaluation phase influences potential clients to consider your product because of specific standards. Thus, business owners can make this possible through free trials or samples, depending on the service portfolio.
Such trials allow consumers to use your product for free to test if it meets their expectations. It is essential to deliver on what you promise about your product. Since this stage is critical, ensure you communicate effectively with your potential customers.
Adoption
After the trial phase, the consumer can now purchase your product. This stage is crucial because it determines whether the client will purchase your product or not. So, it would be best if you avoided frictions in this phase to simplify the adoption process. Ensure the payment options are seamless and simple, without complications. Moreover, ensure the product is easily obtainable through an affordable shipping process. Not all companies manage to take their products to the adoption stage successfully. So, follow the proper adoption process if you want customers to purchase your new product.
Source: from Bit Blog
Factors That Influence Product Adoption
Now that you understand the adoption process, let’s consider the factors that affect the process.
- Willingness To Embrace New Products
Each product gets a different reception in the market. So, the willingness to try new products or services varies among the consumers. Some will embrace a product immediately after its launch. In contrast, others might take time to evaluate the product before adopting it much later. One major reason is the value positioning of consumers regarding the product. If it adds value and solves a specific problem, you are more likely to adopt the product faster.
- Personal Influence
Consumers have different tastes and preferences when it comes to product adoption. What works for another person might not necessarily be your best product. Moreover, the product might be expensive and beyond a customer’s workable budget.
- Innovation Characteristics
The adoption rate is also affected by the innovation characteristics. Some products might take off immediately after the launch, while others might take a considerable time in the market. The innovation characteristics include product complexity, divisibility, communicability, and compatibility.
Source: from Inc. Magazine
You Can Make a Difference
Ultimately, the product adoption process is successful when consumers purchase your product. Not all customers embrace new products with eagerness. You might find customers who adopt the product faster, while others might take more time. Marketers need to understand the entire process to avoid getting discouraged.
Moreover, the decision to try out innovations might not be made by one person. An organization might require a managerial team to make a unanimous decision, which might take more time. For instance, buying a new watch for yourself is easier than purchasing a household television. You might need to consult with family members on the suitable model and price.
Therefore, it is a mental process before a consumer decides to try out a new product. Before launching your products or services, take time to understand your target market and demographics.