すべてのプロダクトチームが測定すべき8つのKPI

One of the central pillars of being a product-led organization is being data driven. Ideally, anyone at a company can easily access product data to inform their work and spur new ideas—whether they work in sales, marketing, customer success, product, or otherwise. As a result, there are certain metrics that matter most for each team and ways to best leverage all of this information.

For product teams in particular, this data replaces a past reliance on anecdotal information or gut instinct in decision making. By understanding what’s happening in their product and what users really think about it, today’s product leaders are equipped to create a product experience that truly adds value to their customers’ lives.

さまざまな指標がありますが、すべてのプロダクトチームが組織のプロダクト主導の戦略を促進するために追跡し、使用すべき8つのKPI（重要業績評価指標）をご紹介します。

1. 定着率

Adoption helps product teams determine if the product is delivering on its intended value, measured by how many users interact with the product (product adoption) or specific features within it (feature adoption). In the most basic sense, adoption is a leading indicator of a healthy software product (and company), and therefore something every product leader should care about.

プロダクトのアクティブユーザーのタイプに応じて月間アクティブユーザー数（MAU）、週間アクティブユーザー数（WAU）、日別アクティブユーザー数（DAU）の3つの方法のいずれかを使用して、時系列でプロダクトの定着率を測定できます。機能の定着率については、最も定着している機能と最も定着していない機能の両方を把握することで、行動傾向を明らかにし、ユーザーが最も価値を感じていると思われるプロダクトの領域を特定することが可能になります。 

継続的に定着率を監視することで、特に機能のリリース後に有益な情報がもたらされます。つまり、最初に新機能を導入したユーザーの割合と、時間が経過してからも使用を継続したユーザーの割合を確認できます。

定着率データに対して行動を起こす方法

• If you see low adoption for a recently-launched feature, create in-app guides to remind and steer users towards the feature, or even a full walkthrough that offers a quick tutorial on how to use it. Also consider whether a certain segment of your user base would benefit from the feature the most, and target in-app communications to them specifically.
• To improve overall product adoption, build an in-app onboarding experience that welcomes and educates new users about key features as they navigate your product for the first time.
• Create contextual tooltips for any features or areas of the product where you notice low adoption, as these may be places where users are getting stuck and need additional help to complete workflows.

2. 粘着性

粘着性を測定すれば、「ユーザーはプロダクトに繰り返し戻ってきているか？」という問いに回答できます。粘着性が重要なのは、プロダクトチームは単に新しいユーザーを引きつけるプロダクトを作りたいのではなく、長期にわたってユーザーの関心を引きつけ、継続的にプロダクトを利用してもらいたいと考えているからです。 

粘着性は、どれだけのユーザーが定期的にプロダクトに戻ってきているかを測定するもので、毎日使用する月間ユーザー（DAU/MAU）、毎日使用する週間ユーザー（DAU/WAU）、毎週使用する月間ユーザー（WAU/MAU）の3種類の方法で比率を計算できます。プロダクトにとって理想的なエンゲージメントの形に基づいて粘着性の測定方法を選択します。たとえば、プロジェクト管理ツールのように日常的に使用するプラットフォームなのか、医療用患者ポータルのようにあまり頻繁に使用しないプラットフォームなのか、などを検討します。

粘着性を知ることでユーザーがプロダクトに戻ってくる頻度を定量化できるだけでなく、プロダクトマネージャー（PM）は粘着性から得られる情報を活用してユーザーベース全体のエンゲージメントを高めることもできます。

粘着性データに対して行動を起こす方法

• Identify which features are used by those who access your product most frequently. Are these highlighted in your in-app onboarding flow? Work with the appropriate team(s) to ensure your onboarding experience introduces new users to these key features.
• After examining behaviors of your highest-frequency users, create in-app guidance and walkthroughs to encourage similar workflows and increase stickiness for the rest of your user base.
• If you see low stickiness, work with your marketing team to utilize external channels or programs to nudge users back into your product and encourage continued usage.

3. 成長率（グロース）

成長率は、新規顧客の追加で増加するか、あるいは既存の顧客アカウントの利用率向上で増加するかにかかわらず、ユーザーの獲得とリテンションの施策に対する正味の効果を測定します。プロダクトチームは、イノベーションや、将来の優れたプロダクトや機能の構築に注力することが多いですが、成長率のような基本的な指標に根差すことも必要です。もしも効果的にユーザーを増やすことができず、既存ユーザーを維持することもできなければ、会社やチームがプロダクト改善のために費やした労力は無意味なものになってしまいます。

One simple way to measure growth is to track the percentage growth of users or accounts within a given time period. To go a bit deeper, teams can use the Quick Ratio, which captures user growth, retention, and churn all in one number. For a given time period, calculate growth by adding the number of new and recovered users, then divide that by the number of dropped users.

成長データに対して行動を起こす方法

• If you’re struggling to add new users, partner with your marketing and sales teams to strategize ways to increase the number of new users trying your product. And if you have a free product, think about how you can use in-app messages to offer upgrade options at natural points in users’ workflows.
• To help combat high levels of churn from existing users, work with marketing and customer success to identify ways to improve retention, for example by using product usage data to proactively identify users who are at risk. From there, use in-app guides to provide relevant resources and help users discover more value in the product.

5. プロダクトエンゲージメントスコア（PES）

The Product Engagement Score (PES) is a composite metric that averages a product’s adoption, stickiness, and growth rates and provides a single view of product engagement. It can be measured at the visitor level or the account level, and is even more beneficial when tracked over time. If your product is used by individuals (vs. teams), then it’s best to measure each PES component at the visitor level. However if you’re focused on new logo acquisition, you should measure growth and overall PES at the account level.

PESは、エンゲージメントを1つの数値に集約し、月次レポートまたは四半期レポートで使用できるため、プロダクトチームにとって特に便利です。また、PMが改善可能な場所を把握するのにも、非常に有用です。プロダクトの定着率、粘着率、成長率の平均を計算するため、どの指標が平均を下げているかを簡単に特定し、さらに掘り下げて時間の経過に伴う傾向を調べ、各数値の背後にある「理由」を明らかにすることができます。 

At product-led organizations, PES is a shared measure of engagement that every team can use to understand product success and friction. If product, marketing, sales, and customer success are all tracking PES, it acts as a common language and helps them collaborate around things like improving adoption or streamlining onboarding.

PESデータに対して行動を起こす方法

• If your PES increased, determine which metric (or metrics) caused the spike and use product analytics to understand how users’ behaviors in the product may have changed over time.
• If your PES decreased, look at product usage data to see where users are dropping out of workflows and pinpoint problem areas in the product that could be causing churn—and thus bringing down your growth value.
• To increase your adoption value, identify which features or workflows are most important for user success, and then create in-app messages to guide users through those areas of the product.

5. Time to value（価値実現までの時間）

多くのプロダクトチームは、プロダクトの「アハモーメント（なるほど！と納得する瞬間）」、つまりユーザーが特定のソフトウェアプロダクトを必要とする理由を明確に理解する瞬間を大事にします。Time to Value（価値実現までの時間）は、この体験を定量化したもので、顧客がプロダクトを使い始めてから、そのプロダクトの価値を実感し始めるまでの時間を測定します。PMはアナリティクスツールを使ってTime to Valueを測定し、新規訪問者がプロダクトの主要な機能を操作するのにかかる平均時間、最小時間、最大時間を追跡することも可能です。

The shorter the time to value, the better. So product leaders need to ensure their users’ first impressions of and experiences with the product are educational and actionable. This is where having a streamlined in-app onboarding experience is crucial. New users should be able to quickly understand both how your product works and the value it will bring them.

Time to Valueデータに対して行動を起こす方法

• Learn from your users with short time to value. While customers finding value in your product right away is worth celebrating, it’s important to learn from their in-app behavior so you can replicate it for the rest of your user base. Use product analytics to examine how these users navigate the product, and then make sure your onboarding flow properly highlights the features that these successful users are engaging with.
• Understand what’s causing a long time to value. For users on the opposite end of the spectrum, use your analytics to see exactly where they’re getting stuck or missing out on an important feature. Understanding where users are having trouble will help you take the appropriate course of action—whether it’s making changes to the product’s functionality itself, using in-app guides to provide contextual help, or adjusting the onboarding experience.

6. リテンション

リテンションは、プロダクトを最初にインストールまたは使用を開始したあとも、プロダクトを使い続けているユーザーまたは顧客アカウントの割合を測定するものです。プロダクト全体レベル（アプリのリテンション）と個々の機能レベル（機能のリテンション）で測定できます。どちらもプロダクトチームの監視が重要になります。 

In addition to being another way to understand product engagement, retention also directly impacts a company’s revenue. Since the cost to acquire a customer can often exceed the initial contract value, low retention can mean money lost after signing a new customer. As more companies embrace product-led strategies and recognize the product team as a strategic partner in driving the business forward, retention is even more critical to a product’s success.

リテンションデータに対して行動を起こす方法

• If app retention is trending down over time, use product analytics to try and identify what’s causing the dip. Is it related to the seasonality of your product? Are users struggling to complete key workflows?
• Segment your feature retention data by things like company size, role, or free users vs. paying customers to compare feature retention across different subsets of users. This will help you understand how behaviors differ and if certain types of users need different levels of support or guidance in the product.

7. 機能リクエストの上位

プロダクトマネージャーのもとには、顧客との非公式な会話、営業チーム、ユーザーインタビュー、アプリ内アンケート、ソーシャルメディア、サポートチケットなど、さまざまなソースから機能リクエストが寄せられます。リクエストの単なる羅列と、ユーザーがプロダクトに求めていることを知るための貴重なインサイトを区別するには、リクエスト全体を理解する能力が必要です。これにより、共通のテーマを見つけ、最も重要なリクエストを特定し、開発作業の優先順位付けを効果的に行うことができます。

To truly be product led, this requires product teams to establish a single place where all feedback lives that everyone can access. While the product organization is tasked with management and upkeep of this system or tool, teams across the company benefit immensely from having a central source of customer information.

機能リクエストに対して行動を起こす方法

• Segment your feature request data (e.g. by company size, ARR, industry, NPS response, or subscription type) to understand if certain types of users have different needs from the product.
• If you see a common theme (or themes) across multiple requests—especially if they’re from your target persona or high-value accounts—it’s worth exploring how you might build the requested capability into your product. Work with engineering to scope the new functionality and set up customer interviews to learn about the context behind these users’ needs.

8. ネットプロモータースコア（NPS）

Net Promoter Score (NPS) is a way for companies to gauge customer loyalty. It’s delivered through a one-question survey that asks, “How likely is it that you’d recommend this brand to a friend or colleague?” Customers answer on a 0-10 scale, and teams mark scores of 9 or 10 as “Promoters,” 7 or 8 as “Passives,” and 0 through 6 as “Detractors.” To calculate your NPS, simply subtract the percentage of Detractors from the percentage of Promoters.

マーケティングやカスタマーサクセスなどのチームがNPSデータを支持することが多いですが、顧客のセンチメントはプロダクト体験の直接的な結果であるため、プロダクトチームにとって特に価値のあるデータです。

NPSデータに対して行動を起こす方法

• As you track NPS over time, note how (or if) it fluctuates around the time of any product updates or major releases.
• Measure NPS at the account and visitor level so you can understand both average sentiment and if any specific personas are driving your score up or down.
• Use your product analytics tool to plot NPS against product usage to determine if certain features or product areas correlate with particularly high or low NPS. From there, you can serve NPS Detractors in-app guides that steer them towards features they may be missing out on, or use an in-app survey to find out where your Promoters are finding the most value in the product. 

学びを深める

Check out the Pendo e-book, The 10 KPIs every product leader needs to know, to learn more about each of these KPIs, the roles they play in building great product experiences, and how to measure and act on them.