{"id":3392,"date":"2024-04-22T08:15:00","date_gmt":"2024-04-22T08:15:00","guid":{"rendered":"https:\/\/userpilot.com\/blog\/kommunicate-case-study\/"},"modified":"2026-04-10T10:44:08","modified_gmt":"2026-04-10T10:44:08","slug":"kommunicate-case-study","status":"publish","type":"post","link":"https:\/\/userpilot.com\/blog\/kommunicate-case-study\/","title":{"rendered":"[CASE STUDY] Going Product-Led: How Kommunicate.io drives product adoption without a sales team"},"content":{"rendered":"

Kommunicate.io<\/a> is a Chat-based Customer Support tool suite helping companies combine chatbots with human customer support to deliver the perfect customer service 24\/7. But while helping others nail customer support, Kommunicate\u2019s customer success team noticed a disturbing trend: their customers kept asking for features that were already there <\/em>in the product.<\/p>\n

60-70% of users were using only 3-4 major aspects of the product – only a couple of major features, they weren’t exploring and playing around with it. And because people were not realising a certain feature they needed was already there, they didn\u2019t realize the value of the product.<\/p>\n

The customer success team was getting back to the marketing team saying ‘We need to present this better – we need to somehow guide users to certain things<\/em>‘<\/p>\n

That\u2019s when Parth Shrivastava, Senior Product Marketing Manager at Kommunicate.io realized that as a data-driven sales-less team, Kommunicate.io had to resolve this problem right within their product – by improving their user onboarding<\/a>. They decided to do it using Userpilot<\/a> – a tool that allows product teams to build product experiences without a line of code.<\/p>\n

Fixing Feature Adoption with Onboarding<\/h2>\n

\u201cAs in any SaaS, there are multiple things that people can do, but few that they actually do<\/em>\u201d – said Parth. But how did Kommunicate decide which features they should guide their users to first?<\/p>\n

True to form – based on data:<\/p>\n

\u201cIf you don\u2019t have a sales team, everything comes down to the product and product marketing to scale. So we are a very, very data-driven team – we take decisions based primarily on data\u201d<\/em><\/p>\n

After analyzing session recordings from Hotjar and user behavior data from Heap – Parth decided to focus on two consecutive goals:<\/p>\n

1) First, get the users to their initial \u2018aha moment\u2019 – boosting the chatbot integration by drawing the new user\u2019s attention to a single activation point – the integration button.<\/em><\/p>\n

2) Then, get the users to adopt certain key features that correlate with conversion, by adding a lot of really small cues in the product.<\/p>\n

How did Kommunicate do it?<\/h2>\n

Kommunicate successfully boosted chatbot integration and feature adoption<\/a> through strategic onboarding techniques. By leveraging Userpilot<\/a>, they saw significant improvements in user engagement and conversion rates.<\/p>\n

Pushing chatbot integrations with a notification bar<\/h3>\n

First of all – to increase chatbot integration – Kommunicate focused on that key step through a simple notification bar with just two buttons:<\/p>\n

\"kommunicate.io<\/picture><\/figure>\n

\u201cWhen we first launched our onboarding experiments in Userpilot – the percentage of signup-to-chatbot-integration was lingering on 40-45%; after about 7 months it\u2019s at 55-60%<\/u> now. That can be attributed to both Userpilot and our customer support team\u2019s contribution. An increase of over 15 percentage points is very substantial for us since chatbot integration is a highly scored metric as a strong conversion cue.<\/em>\u201d<\/p>\n

Encourage new users to take action with an onboarding checklist<\/h3>\n

Next, after the user has performed the essential chatbot integration, Kommunicate noticed that there are 5-7 features that all the paying customers are using. Hence, they released the small adoption cues using Userpilot – the 5 \u2018AHA\u2019 moments:<\/p>\n

\u201cWe realized there are 5-7 things that all the paying customers do – 5-7 key features they adopt – so all of them we plugged into your product adoption feature.<\/em>\u201d<\/p>\n

\"kommunicate.io<\/picture><\/figure>\n

After reaching each goal (the \u2018AHA\u2019 moment) and landing on a specific page, there’s a next step – which guides the user through<\/a> the 5 most important features that correlate with conversion.<\/p>\n

Since the introduction of the checklist, the adoption rate improved by a further 4%.<\/p>\n

\u201cWhen we released the small product adoption cues about 5 or 7 months ago – only 28% of people have been reaching them. Now it’s 41%<\/em>.\u201d – said Parth.<\/p>\n

Drive feature adoption with an interactive walkthrough<\/h3>\n

Another of the \u2018AHA moment\u2019 is chat widget customization<\/strong> – which is another very important cue for turning into a paid customer.<\/p>\n

<\/picture><\/figure>\n

Since the introduction of the cue, 86% of people have completed the chat widget customization goal. This translated into a 3% increase in the feature\u2019s usage.<\/p>\n

\u2018It’s a substantial increase for us as well – even if it’s just a 5% increase – it then translates into a 2-3% increase in revenue, which has a substantial impact on our MRR\u2019.<\/em><\/p>\n

Conclusion<\/h2>\n

Kommunicate uses Userpilot\u2019s features for several use cases:<\/p>\n