Should we pull some features to keep the user’s experience manageable? Who’s using them? How often? How do we invest to improve them? We’d been in market with Snagit for 28 years. The other half is to help users connect with the value those features deliver. Why is it important to not only ship viable features, but to see how they’re being used in practice? Revenera recently had the opportunity to speak with TechSmith’s Foster, who has nearly two decades of experience in the industry and is now responsible for product direction and strategy, about how they company is leveraging usage intelligence in its product development and delivery strategy. TechSmith has used Revenera in all versions since - driving benefits throughout the organization, and, above all, for its more than 30 million users in over 180 countries who rely on TechSmith software. It’s an example of the types of data-driven strategies that TechSmith has been able to execute since it integrated Usage Intelligence software into Snagit and Camtasia (its all-in-one screen recorder and video editor) in 2014. “We’ve more than paid for Revenera just on these directly trackable upgrade campaigns,” Foster said.
They were then offered a customized call to action to purchase the upgrade. When they clicked on that, they’d see Daniel Foster, Snagit Strategy Lead for TechSmith Corporation, talking about the latest functionality. Users would see, for instance, an in-app banner with an embedded thumbnail video. Using anonymous data from Usage Intelligence, it identified specific profiles of use and pushed targeted content about the new functionality directly to users by coupling usage data with ReachOut in-application messaging software. It knew that the enhancements would appeal to customers who were users of related functionality in the previous version, and it needed a way to target those users with relevant education and offers to upgrade. When TechSmith rolled out new features for the 2019 release of its award-winning screen capture and screen recording software Snagit, it wanted to make sure users recognized the value of the upgrade and moved to quickly adopt it.
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