Product adoption is difficult. People don't like change, and even when the benefits of adopting a new technology are obvious, there's always a lot of resistance.

Enter the technology adoption curve, otherwise known as diffusion of innovations. This is a model of technology adoption that categorizes users into five groups based on their willingness to adopt new products. Developed by sociologist Everett Rogers, this model is fundamental in understanding how different segments of a population respond to new ideas and innovations.

Today, we're going to see how this model by Rogers relates to product adoption, and what it can show us about how the diffusion of new innovation occurs. We'll also tell you all about how you can optimize technology adoption through all stages of its lifecycle. 

So, let's get started. 

What is the Product Adoption Curve?

The product adoption curve is essentially the SaaS version of the diffusion of innovations theory  from Everett Rogers, which depicts a bell curve of how different sets of users adopt new technology over time. It includes five distinct segments taken from the technology adoption curve: 

• Innovators
• Early Adopters
• Early Majority
• Late Majority
• Laggards

Each segment has a crucial role to play in the overall lifecycle of the new technology adoption process. Understanding these different segments and their unique characteristics allows companies to tailor their technology adoption process and marketing strategies to meet the needs of each group.

Stages of the Technology Adoption Curve 

Let's break down each stage of the technology adoption curve to gain a better understanding of a product's adoption process. 

1. Innovators

Innovators are the first to try new technology, and they are always at the forefront of a product's lifecycle. They take risks on the latest innovations. Their early feedback is invaluable for refining products and testing them out before reaching a broader audience. 

How to Engage Innovators:

• Offer beta testing opportunities.
• Provide early access to new features.
• Encourage feedback through exclusive surveys or focus groups.

2. Early Adopters

Though not as eager as their innovator peers, early adopters play a critical role in spreading the word about new technology. They are influential in convincing the others by sharing success stories and their positive experiences with the product.

How to Engage Early Adopters:

• Use targeted marketing campaigns that emphasize innovation and the product's potential to solve real problems.
• Highlight success cases of innovators and emphasize the relative exclusivity of the product. 
• Offer to create content, such as case studies or testimonials, featuring early adopters.

3. Early Majority

The early majority takes risk less than early adopters on new technology, but is still curious about the latest innovations. They wait until a product has demonstrated its value through reviews and word-of-mouth. This group represents a large portion of potential users. Technology adoption by this group signifies that the product has entered the mainstream.

How to Engage the Early Majority:

• Highlight product benefits and use cases with real-world examples.
• Offer detailed onboarding and support to ensure a smooth user experience.
• Use social proof, such as testimonials and case studies, to build trust.

4. Late Majority

The late majority adopts new technology only after it has become mainstream. By this time, the product is well in the middle of its technology adoption lifecycle. They are skeptical and risk-averse, often influenced by peers who have already adopted the product. But they are practical, and when it benefits them, they'll change their ways.

How to Engage the Late Majority:

• Emphasize product stability, reliability, and customer support.
• Offer discounts, promotions, or extended free trials to lower the adoption barrier.
• Create straightforward onboarding materials that address common concerns.

5. Laggards

Laggards are the most resistant to change and adopt new products only when necessary. They often prefer traditional methods and will finally switch when the new product is essential or all alternatives are obsolete.

How to Engage Laggards:

• Provide detailed comparisons with older products to showcase the benefits of switching.
• Offer extensive support and training to help them transition with no friction. 
• Focus on pain points that traditional solutions can't solve.

Optimizing Onboarding and Adoption Across the Technology Adoption Curve

Understanding the technology adoption curve is crucial for optimizing your onboarding. Each user segment—from innovators to laggards—has distinct needs and expectations. The best chance that you have to convince each group is when you onboard them. So let’s explore how to tailor your onboarding and adoption strategies for each phase of the curve and what key metrics to track along the way.

Onboarding Innovators

Innovators are the most voracious risk takers, always open to testing new technologies. Onboarding for this segment should be minimal, allowing them to explore on their own while providing just enough guidance to avoid frustration.

• Quick Start Guides and Beta Access: Offer minimal onboarding materials, like quick start guides, and give them early or beta access to experimental features. This allows them to dive straight into the product.
• Exclusive Content and Feedback Opportunities: Provide opportunities to engage with your product team through exclusive webinars or beta-testing groups where they can offer feedback on new features.

Key Metrics to Track:

• Time to Value (TTV): Tracks how quickly innovators find value in new features.
• Feature Usage: Monitors how often users engage with experimental features.
• Feedback and Engagement Rates: Measures their participation in beta testing or feedback programs.

Onboarding Early Adopters & Early Majority

Early adopters are excited about new technologies but still appreciate some guidance to unlock the full potential of the product. Early adopters are willing to invest time to learn but expect a streamlined onboarding experience.

Like the early adopters, the early majority want to get ahead of the adoption curve, but they still value proven, stable products. They need clear guidance and assurance that your product will meet their needs efficiently. Which means both early adopters and early majority can be onboarded in the following ways: 

• Step-by-Step Tutorials and Guided Walkthroughs: Offer comprehensive tutorials and step-by-step onboarding walkthroughs that focus on practical use cases.
• In-App Tooltips and Messaging: Use tooltips and in-app messaging to guide users through complex features as they navigate the product.
• Community Engagement: Encourage early adopters to engage with community forums or user groups to share experiences and solutions.

Key Metrics to Track:

• Feature Adoption Rates: Track which features are adopted quickly to understand what resonates with this segment.
• Onboarding Completion Rates: Measure how many early adopters complete the entire onboarding process.
• Engagement in Community Forums: Monitor participation in user groups or forums.

Onboarding Late Majority & Laggards

The late majority need extensive support and reassurance that your product is both easy to use and beneficial to their work. This group responds well to clear, straightforward instructions and access to reliable help resources.

Laggards only adopt new products when it is actually unbearable to not adopt them. They require extensive, ongoing support and clear, simple instructions that focus on the basics. Think of them as your grumpy old grandpa. Everything needs to be an absolute no-brainer. 

So they have some commonalities in that the onboarding needs to be super informative, smooth as butter, with extensive support. 

• Simplified Onboarding with Comprehensive Resources: Offer simplified, jargon-free onboarding materials, like video tutorials and detailed FAQs, that focus on core functionalities.
• Extensive Help Resources: Provide a robust help center, with access to detailed guides, video tutorials, and direct support.
• Personalized Assistance: Provide options for personalized onboarding support, such as live chat or one-on-one training sessions.

Key Metrics to Track:

• Support Requests: Track the frequency and nature of support requests to identify common pain points.
• Basic Feature Usage: Monitor whether laggards are using core features effectively.
• Retention Rate: Late Majority and Laggards are more likely to not give many chances to a new product. 

How to Market to Each Group on the Product Adoption Curve

Onboarding is important to new technology adoption, but first, you have to get people to your product in the first place. That is where marketing comes in. 

Effectively marketing to each segment of the technology adoption curve requires a tailored approach. Each group—from innovators to laggards—has distinct motivations, preferences, and concerns. Understanding these nuances helps you craft messages and campaigns that resonate with each audience.

Marketing to Innovators

Innovators are always on the lookout for new technologies and are willing to be the first to try something new, even if it’s not fully polished. So you have to appeal to their desire to be at the front of the line, and persuade them of how groundbreaking your product is. 

Marketing Strategy:

• Highlight Innovation and Cutting-Edge Features: Focus on what makes your product unique and groundbreaking. Use messaging that emphasizes the novelty and experimental nature of your product, such as “Be the first to experience our latest breakthrough.”
• Exclusive Previews and Early Access: Offer beta testing opportunities, exclusive previews, and access to experimental features. This makes innovators feel valued and involved in the product development process.
• Leverage Community Engagement: Encourage innovators to join user forums, participate in feedback sessions, and share their experiences. Use their insights to refine your product and create buzz.

Marketing to Early Adopters & Early Majority

Early adopters see the potential in innovations, and are willing to accept the risk involved with adopting new technology. However, early adopters still prefer some validation before they commit. This is where testimonials from innovators come in handy. In that sense, both early adopters and early majority are more pragmatic than the innovators. So proven value is the name of the game here. 

The early majority, while still interested in new technology, is pragmatic and needs to see proven value before adopting a new product. They rely on success stories of others in order to see that the new technology has been validated in the market. 

Marketing Strategy:

• Emphasize Unique Value Propositions: Highlight how your product solves specific pain points or provides a competitive edge. Use case studies and early success stories to show real-world applications and benefits.
• Leverage Testimonials and Reviews: Share positive feedback from innovators and early adopters who have experienced success with your product. This helps build credibility and trust.
• Offer Webinars and Live Demos: Host live webinars, demos, or Q&A sessions to showcase your product’s features and address any concerns directly.
• Demonstrate Ease of Use and ROI: Create content that shows how easy it is to implement your product and the tangible return on investment (ROI) it provides. Use detailed guides, tutorials, and ROI calculators to back up your claims.
• Provide Detailed Use Cases: Offer specific examples of how your product has been used effectively in similar organizations. This helps the early majority visualize how they can integrate your product into their existing workflows.

Marketing to Late Majority & Laggards

The late majority just want something that works and doesn't cause extra headaches. Because they're practical, they need to be told that not adopting this new technology will put them at a competitive disadvantage. 

For laggards, those most resistant to change, you need to tell them how your product is industry standard and that life is actually more difficult for them because they're not using this new technology (to be fair, by this time, the technology is hardly new).  

Marketing Strategy:

• Highlight Popularity and Industry Adoption: Use messaging that emphasizes how many companies are already using and benefiting from your product. “Join thousands of businesses that trust our solution” can be a powerful statement for this group.
• Address Pain Points and Hesitations: Create content that addresses common concerns about switching to new technology, such as cost, complexity, and disruption. Offer clear, step-by-step guides to make the transition as smooth as possible.
• Offer Discounts and Incentives: To reduce the perceived risk, provide incentives such as discounts, extended trials, or bundled packages. This helps lower the barrier to entry and encourages them to give your product a try.
• Focus on Necessity and Cost Savings: Highlight how your product addresses essential needs and saves time or money. Use straightforward, practical messaging that focuses on the basics of what your product can do.
• Use Urgency: If there are external pressures, such as industry changes or discontinuation of older solutions, use these to create a sense of urgency for adopting your product.

Master the Product Adoption Curve 

One crucial thing to remember is this: every single group in the technology adoption curve, including early adopters and laggards, are super important in the overall product adoption process. Your mission is not to go after just those who take risks on new technology, but to capture the entire technology adoption curve. Because once even the most risk averse users find value in your product, that's how you know you're not just a shiny new technology. It means your product is a must-have. 

Want to boost your product adoption across all segments of the adoption curve? Try using Userflow and launch onboarding flows and in-app guidance customized to convince even the hardest skeptics of your product. It's easy to use and you'll be able to deploy in minutes. Try for free now!