How Amplemarket Increased Product Adoption 10x and Built an All-in-One Product Insights Engine

Amplemarket is an AI-powered sales platform designed to simplify outreach, automate lead generation, and streamline sales processes.

Since sales is a particularly competitive market, Amplemarket’s product team keeps working hard to expand and optimize their product to meet users’ needs. However, they struggled with fragmented tools, slow feature adoption, and scattered product insights.

To solve this, Awni Shamah, Staff Product Manager at Amplemarket, reached for Userpilot’s product growth platform. With our help, his team improved in-app engagement, centralized product insights, and increased feature adoption. And on top of that, they managed to get more departments on board to foster a truly user-centric mindset across the whole company.

Let’s see how they achieved it!

Challenge: How to dig out product insights and boost customer engagement in a complex app

Amplemarket’s product team faces a challenge known to many feature-rich SaaS companies: making a complex platform for a demanding audience easy to use. And since sales is a particularly competitive market, they need to be quick with shipping new features, optimizing existing ones, and helping users adapt to changes without friction.

Before finding Userpilot, Awni’s team faced three major challenges that stopped them from hitting their pace and quality goals:

1. Tool fragmentation: Originally, Amplemarket used Bento for in-app engagement and PostHog for session replays. However, the stack wasn’t up to the product team’s standards. Bento didn’t allow them to set up clear permissions, and its UI patterns weren’t diverse enough to effectively guide users. At the same time, PostHog was challenging to install and incorporate into the team’s workflows. The team wasn’t getting a bird’s-eye view of the customer behavior, which forced them to occasionally rely on guesswork.
2. Unscalable processes: The team had an event tracking tool developed in-house. Its main problem? Tagging each new event required the help of the engineering team and took one to two weeks of development. This made quick iterations impossible.
3. Slow feedback loop: With limited channels for collecting customer feedback, Amplemarket’s feedback loop was slow. It was challenging to develop the right features and spot friction in the product adoption process.

“When a team member wanted to understand how a page was used, it took at least two weeks for the engineering team to deliver an event tracking solution. It was not scalable.” — Awni Shamah, Staff Product Manager at Amplemarket

Frustrated with the blind spots in their current processes, Amplemarket started looking for a no-code, all-in-one product platform. Their main goals were: consolidating product data, effectively communicating with users in-app, and improving cross-team collaboration.

Solution: Finding an all-in-one product growth platform

The stakeholders agreed they needed a centralized platform for in-app engagement and analytics. Awni and the team evaluated multiple solutions, finally narrowing their options down to Userpilot.

The main factors that put Userpilot ahead of the competition were the following:

• All-in-one platform: Userpilot replaced the scattered product insights and engagement tools, making internal workflows more cohesive and the data more visible.
• Quick time-to-value: The team had Userpilot up and running in as little as three days and quickly demonstrated its value to stakeholders.
• No-code solutions: Non-technical teams could set up flows and monitor engagement without involving the engineering team.
• Customizability: The design team could customize all the in-app elements to make the flows match the branding.
• Clear permissions: Amplemarket could add more users to the tool without risking operational mistakes.

“The thing that clicked for stakeholders was that Userpilot is an all-in-one solution. The product management team liked the consolidated features and easy event tracking, and the design team was impressed by the customizability. Permissions were the cherry on top of the cake.” — Awni Shamah, Staff Product Manager at Amplemarket

The product team isn’t the only one that benefits from Userpilot. Soon after implementation, the engineering, RevOps, and marketing teams also got on board.

Let’s go through all the ways in which Userpilot helps Amplemarket succeed.

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How the product team guides users, tracks product insights, and collects feedback with Userpilot

For Awni and the rest of the product team, Userpilot is where they refine the user experience, get insights about in-app behavior, and close the feedback loop.

Here’s what helped them increase their efficiency and accuracy:

• Session replays: The team watches session replays to monitor the customers’ in-app behavior. They can spot bugs and frictions in new features, understand the users’ main jobs-to-be-done, and use the insights to design new tools with more confidence. Session replays became the product team’s favorite feature. They even set up a weekly meeting to watch replays and align on their learnings.

“We release a lot of new features and improvements every week. Without a way to see what’s happening with the product, things simply break. Session replays are a huge lifesaver. Whenever a new feature is released, we watch 10-15 session replays to understand how it works. It made our product designers 80-90% more confident in developing new solutions.” — Awni Shamah, Staff Product Manager at Amplemarket

• In-app guides: The team also adds in-app engagement elements inside the product, such as hotspots or tooltips. These interactive flows make new features more visible and encourage adoption. According to Awni, each Userpilot flow can increase a feature’s usage by as much as 5-10 times.

“With our wide offering, it’s very hard to introduce a new feature and assume it’s going to be used for something. Adding a Userpilot guide boosts feature adoption between 5-10 times for every single new release.” — Awni Shamah, Staff Product Manager at Amplemarket

• Autocaptured events: Userpilot’s no-code event tracking enables the team to monitor in-app interactions without involving the engineering team. With one click, they can pull data on how users are interacting with features or Userpilot flows.

“The no-code event tracking was a huge “aha! moment” for the whole product team. It was almost unbelievable how we could have a new event live in 5-10 minutes without a single line of code.” — Awni Shamah, Staff Product Manager at Amplemarket

• Feedback collection: Amplemarket regularly uses in-app surveys to collect targeted feedback on specific features. This feedback is then automatically sent to a “Customer Voice” Slack channel, which consolidates all survey responses from different sources.

• Data analysis: Thanks to detailed event tracking and page analytics, the product team has a full overview of all the necessary user data. They can easily track feature performance, segment users, and adjust strategies accordingly.

How the engineering team discovers bugs with session replays

The engineering team takes advantage of Userpilot session replays to identify bugs and UX issues, and put themselves in the users’ shoes. This new approach helped them address usability issues, speed up fixes, and get more clarity on product experience.

“One of the ways to trigger empathy in engineers is showing them the user struggling with the button they added yesterday. Otherwise, they’re going to think: ‘How someone would actually struggle with clicking a button? It’s right there.’” — Awni Shamah, Staff Product Manager at Amplemarket

How the RevOps and product marketing teams communicate with users through in-app elements

The RevOps team uses Userpilot to communicate with users in-app about upsells or renewals. For example, since Amplemarket renews subscriptions automatically, the team added an in-app banner to alert users about upcoming renewals.

“RevOps wanted to ensure everyone is aware of upcoming renewals. So they pulled data from Salesforce and used Userpilot to show a banner to users with renewals due in one or three months.”— Awni Shamah, Staff Product Manager at Amplemarket

The product marketing team enjoys Userpilot’s resource center, where they can promote upcoming webinars and share relevant product updates within the app.

Results: 5-10x boost in feature adoption, faster event tracking, and improved analytics

For Amplemarket, Userpilot has become an all-in-one product engagement and analytics hub. The product team can design any in-app experience and get all the user data they need, engineers can understand the usability of their product, and product marketers can promote their content.

Here are a few wins that Userpilot helped Amplemarket with:

• Increased feature adoption: Userpilot’s in-app guides boosted feature adoption as much as 5-10 times.

“Whenever I add a nudge to a new feature, it boosts adoption by 5x, even 10x.” — Awni Shamah, Staff Product Manager at Amplemarket

• Saved time and resources: No-code tracking allows the product team to label new events in 5 minutes and analyze in-app behavior. It’s a vast improvement over waiting two weeks to get it done in-house, not to mention the freed-up time of the developers.
• Complete solution and full visibility: With all data in one place, the team has a full view of the user journey. This makes the product team more confident and effective in designing and optimizing features
• Better user data accessibility: Userpilot’s ease of use allowed all departments to become more user-centric. For example, Amplemarket’s product manager has recently shared with Awni how, with Userpilot’s help, he could quickly implement event tracking on company pages to watch session replays. First, he wanted to file an engineering ticket, but realized that he could do it no-code and had everything set up in ten minutes. Watching around ten session replays gave him a clear idea of how and why people use the company pages.

“We improved feature adoption and new customer education, greatly reduced the time from implementing a feature to tracking its usage, and tightened our feedback loop. Many departments became more product- and user-oriented.” — Awni Shamah, Staff Product Manager at Amplemarket

Amplemarket also plans to improve their onboarding process in the future and help new users reach the activation stage faster.

Build an end-to-end user insights and engagement engine with Userpilot

Just like Amplemarket, any SaaS company can create a robust product growth engine. Here’s how Userpilot can help your product team:

• Craft contextual in-app experiences: With the no-code flow builder, you can create and customize highly customizable tooltips, banners, and product tours to increase feature discovery.

• Implement no-code event tracking: Userpilot captures event data automatically after installing the SDK. All you need to do is label the event with a few clicks.

• Watch session replays: You can see the user’s exact in-app behavior, tag friction points, collaborate with teammates through comments, and make design decisions that improve usability.

• Send targeted in-app surveys: Create any survey you need, customize it, and trigger it based on users’ in-app activity. You can then analyze the responses further, for example by filtering NPS responses by segments.

• Leveraging product analytics: Use behavioral data to create customizable dashboards with your key metrics. You can also build reports to analyze funnels, user paths, trends, and retention cohorts.

“As a product manager, you can feel powerless. But with Userpilot, you feel more powerful.”— Awni Shamah, Staff Product Manager at Amplemarket

Do you need an all-in-one solution to improve product adoption and your product team’s effectiveness? Book a Userpilot demo and see how we can help you grow your app.

Build an End-To-End User Insights and Engagement Engine with Userpilot

Get a Demo

• 14 Day Trial
• No Credit Card Required