Company Name:

Connectly

Company Overview:

Connectly is a SaaS platform that helps small and mid-sized brands manage their social media presence across multiple platforms (Instagram, Twitter/X, TikTok, LinkedIn, Facebook). The product offers tools for post scheduling, audience analytics, content performance tracking, and community engagement — all in one dashboard.

Its value proposition is "Centralized social media management made easy for growing brands."

New Feature Launched:

Smart Caption Generator – an AI-powered tool that suggests engaging captions based on uploaded media or selected hashtags. It launched 2 months ago to help users speed up content creation and increase engagement.

Problem Observed:

Despite strong internal confidence in the feature, adoption has remained very low:

• Only 8.2% of active users have used the feature at least once.
  
  

• Of those, only 2.5% have used it more than twice.
  
  

• User feedback indicates confusion or unawareness of the feature.

 Business Problem Recap

The Smart Caption Generator feature in Connectly was launched 2 months ago but shows low adoption (8.2% of users tried it; 2.5% used it more than twice). Business partners want to investigate the reasons behind this and recommend data-driven improvements.

 Key Questions

Adoption Analysis

1. What percentage of users used the feature (viewed, tried, adopted)?

2. How often are users using the feature (frequency of usage)?

User Segmentation

4. How does adoption vary by user type (Individual vs. Small Business vs. Agency)?

5. How does adoption vary by plan type (Free, Pro, Business)?

6. Are certain industries more likely to adopt the feature?

Behavior & Timing

7. How long after signup do users interact with the feature?

8. Does early interaction with the feature correlate with increased retention?

 Friction Points

10. Do users tend to stop after viewing or trying the feature?

11. Are most users only viewing without trying it?

12. Are certain user segments more prone to churn after trying the feature?

 Key Metrics to Use

Adoption Funnel Metrics

• Feature View Rate = # users who viewed feature / total users

• Feature Try Rate = # users who tried / # who viewed

• Feature Adoption Rate = # users who adopted / # who tried

• Overall Feature Usage Rate = # unique users with any event / total users

 Segmentation Metrics

• Adoption rate per:

  • plan_type

  • user_type

  • industry
    
    

 Engagement & Retention Metrics

• Repeat Usage Rate = # users who used feature > once / users who tried

• Avg. Days to First Use = avg(timestamp of first use - signup_date)

• Retention = Compare 30-day activity for users who used vs. didn’t use the feature.
  
  

Behavioral Patterns

• Event funnel drop-off: View → Try → Adopt

• Time-based trend: Daily/Weekly usage over time

• Cohort analysis by signup month

  
  

 Data Overview

To investigate the low adoption of the Smart Caption Generator feature in Connectly, two core datasets were used. These datasets simulate user activity and feature interaction within the platform between March 1, 2025, and June 1, 2025.

1. Users Table – connectly_users

This table contains user-level demographic and account-related information.

• 
  Total Rows: 3,000

2. Feature Usage Table – connectly_feature_usage

This table logs events related to the usage of the Smart Caption Generator feature. Each row represents a user interaction with the feature.

• 
  Total Rows: ~8,000+

  
  

 Analysis & Findings

 1. Overall Feature Adoption Rate

Insight:
Only 8% of users (244 users) interacted with smart caption generator.

 This indicates either low motivation or lack of awareness from users

 2. Feature Usage Funnel: View → Try → Adopt 

Sample Result:

Insight:
# there is a 50% drop off from people who viewed to try

# and another 75% drop off from people who tried to adopt 

# users may not understand the value of feature after initial view

3. Adoption Rate by Plan Type

Insight:
# free and business users adopt the feature more than pro users 

# feature may not be clearly communicated to pro users

4. Adoption Rate by User Type

Insight:
# small business and individuals adopt the feature more compared to agency

# reason might be possibility of meeting high content demand or efficiency

 5. Top Industries by Feature Usage

Insight:
  # Tech and Food industries show the highest adoption. 

 # It seems industries focused on visual content benefit more from caption support.

 6. Time to First Feature Use

Insight:
# On average, users take around 11 days after signup to try the feature

 # indicating it’s not being surfaced early in the user journey

 Summary of Key Insights

 Key Business Recommendations for Stakeholders

1.  Improve Feature Discoverability

• Insight: Most users (~92%) never interact with the feature; on  average, most users discover the feature after  11 days post-signup.

• Action:

  • Surface the feature prominently during onboarding for new users.

  • Add an in-app tooltip or banner introducing the feature.

  • Trigger contextual nudges (e.g., "Try AI Captioning for this post!") during post creation.
    
    

2.  Educate Users with Micro-Demos

• Insight: 29% drop-off from view → try stage and another massive 58% drop from try → adopt stage which suggests lack of understanding of smart caption generator.

• Action:

  • Embed a demo video of  15–30 seconds long showing how the caption generator works.

  • Use interactive walkthroughs (e.g., via tools like Appcues or WalkMe).

  • Add a “See example captions” option to lower friction to first try.
    
    

3.  Targeted Activation Campaigns by Segment

• Insight: Individual  and Free users show higher adoption; Agency and pro  users lag behind.

• Action:

  • Launch email or in-app campaigns tailored to agency and pro users, showing value (e.g., “Save 10 minutes per post with AI captions!”).

  • Run A/B test: nudged vs. non-nudged users by plan type.
    
    

4.  Experiment with Feature Placement 

• Insight: Late discovery of feature could relate to poor placement.

• Action:

  • Test moving the feature closer to core posting actions.

  • Include a static “Caption with AI” button in the main content workflow.

  • Consider integrating feature directly into the media upload screen.
    
    

5.  Track Post-Adoption Retention and Impact

• Insight: Early users in visual industries (e.g., tech, Food) adopt more — likely due to direct value.

• Action:

  • Segment retention and engagement based on feature adopters vs. non-adopters.

  • Measure if adopters post more frequently or retain longer.

  • Use this data to justify scaling or refining the feature.
    
    

 In summary,

The Smart Caption Generator has potential, especially for high-content  and paid users — but current adoption is hindered by low visibility, unclear value, and poor onboarding. By surfacing the feature earlier, simplifying first-time use, and targeting specific user segments, Connectly can significantly boost adoption and unlock retention benefits.

Next Line of Action for Stakeholders

 1. Prioritize Feature Discoverability Enhancements

Owner: Product Manager / UX Lead
Timeline: Week 1–2
Actions:

• Add a prominent feature card or banner on the dashboard.

• Integrate an onboarding tooltip introducing the Smart Caption Generator to new users.

• Ensure the feature is accessible directly within the post creation flow.
  
  

 2. Launch an In-App Education Campaign

Owner: Growth/Marketing + Product Education
Timeline: Week 2–3
Actions:

• Create a short demo video embedded in the platform.

• Design and launch a "See how it works" walkthrough or tool-tip tour.

• Include sample captions to reduce first-use friction.
  
  

 3. Run a Targeted Activation Experiment

Owner: Data/Experimentation Team
Timeline: Week 3–4
Actions:

• A/B test: Users who see a targeted prompt vs. control group.

• Segment tests by plan type and industry (e.g., Free vs. Pro, Tech vs. Food).

• Measure feature click-through rate (CTR) and repeat usage.
  
  

4. Offer a Time-Limited Premium Access Trial

Owner: Marketing + Product
Timeline: Week 4–6
Actions:

• Allow Free users limited access to the Smart Caption Generator.

• Use this to drive feature trials and upsell to paid tiers.

• Track conversion from Free → Pro users post-trial.
  
  

 5. Analyze Retention and Content Output Impact

Owner: Analytics Team
Timeline: Ongoing
Actions:

• Compare retention curves for users who adopted the feature vs. those who didn’t.

• Measure changes in posting frequency and engagement rates for feature users.

• Use these metrics for future feature refinement.
  
  

 60-Day Success Milestones

view dashboard here

view project presentation here