Product Manager Dilemma: Do Customers Not Need Your Feature or Just Not Know It Exists?

One of the most challenging situations you can have as a product manager is launching a feature, putting in all that hard work, and then… nothing. Crickets. No adoption, no excitement, no impact. So, what’s going on?

The big question: Do customers actually need this feature, or do they just have no clue it exists (or how to use it)?

This is especially tricky when the feature is tied to revenue. If users aren’t adopting it, are you losing out on potential revenue, or did you just build something no one asked for?

The Two Types of Feature Adoption Struggles

🚀 Revenue-generating features → These need strong demand, a clear value proposition, and the right price point. If customers are not willing to pay, it’s time to rethink.

🔍 Non-revenue features (usability, engagement boosters) → Adoption issues here are usually about discoverability and usability.

I’ll share my experience with you in diagnosing and analysing different scenarios.

Analyzing Low or Declining Adoption of Revenue-Generating Features

You built it. You priced it. You launched it. And… your revenue graph is flatter than a pancake. So, what now? Let’s break it down step by step.

1. Validate If Customers Even Want This Feature

Before sinking time and resources, ask yourself: Is there a real demand, and will people pay for this?

📊 What to check:
✅ Customer pipeline analysis → Do potential buyers show interest during sales conversations?
✅ Surveys & interviews → Have you validated the problem and its urgency?
✅ Competitive benchmarking → Are competitors offering this? At what price? Are customers already solving the problem another way?

📌 Example (Issuer Processor Use Case):
You launch a fraud detection add-on for enterprise customers at a premium price, but adoption is low.

• A/B test pricing → Would a different price improve conversion?
• Compare to competitors → Are others offering it cheaper or bundling it for free?
• Talk to customers → Do they see enough value to justify the cost?

2. Test the Waters Before Going All In

A new revenue-generating feature should never be an “all or nothing” bet.

⚡ Instead, try this:
🔹 Pilot launch → Start with a small group of customers and track real-world adoption.
🔹 Measure impact → Does this feature influence retention, conversion, or overall revenue?
🔹 Identify objections → Are customers rejecting it due to price, complexity, or lack of perceived value?

3. Diagnose the Root Cause with Data

If adoption is low, don’t jump to conclusions — dig deeper.

📊 Key Diagnostic Metrics:
🔍 Feature Awareness Rate → % of target customers who know this feature exists (if low, focus on better marketing & onboarding).
🔍 Trial or Engagement Rate → % of customers who explore the feature but don’t proceed to purchase (if high, check usability and pricing barriers).
🔍 Drop-off Analysis → Where in the purchase journey do customers abandon? Pricing page? Setup process? (Pinpoint friction areas).
🔍 Customer Feedback Themes → What are sales, account managers, and support hearing from customers? (Patterns reveal insights beyond numbers).

🚦 What’s the Verdict?
✅ No demand? → Stop investing further and redirect resources to higher-impact areas. Retire or pivot the feature.
✅ Customers love it but won’t pay? → Reevaluate pricing strategy or explore alternative monetization (bundling, freemium, tiered pricing).
✅ Users aren’t aware of it? → Strengthen marketing, in-app messaging, and sales enablement efforts.
✅ Needs have evolved, or competitors offer something better? → Time to innovate, reposition, or differentiate the feature.

Fixing Adoption for Non-Revenue Features

Now, what about the features that aren’t meant to generate revenue but still need to be used?

1. Figure Out Where the Drop-Off Is

Adoption struggles usually come down to two things:

1. Users don’t know the feature exists.
2. Users don’t know how to use it properly.

📊 Metrics to Check:
✔ Feature Discovery Rate → Are users even seeing this in the UI?
✔ Feature Engagement Rate → Are they clicking on it? Using it?
✔ Completion Rate → Are users abandoning it halfway?
✔ Support Tickets → Are people confused and asking for help?

📌 Example (Issuer Processor Use Case):
You launch a “custom spend controls” feature for card issuers. Adoption is low.

• Check discovery rate → Are users even seeing the settings?
• Analyze completion rate → Are they starting but not finishing setup?
• Run surveys → Do users find it confusing?

2. Make It Impossible to Miss

If users aren’t finding the feature, it’s not their fault — it’s yours.

🛠 Fix it with:
💡 In-app prompts → “Hey, did you know you can do this?”
💌 Email nudges → Showcase new features in release notes.
📞 Customer support training → Get your reps to mention it in conversations.

3. Improve Usability

If users find the feature but don’t know what to do with it, that’s a UX problem, not a product-market fit problem.

🎯 How to fix it:
📹 Interactive walkthroughs → Show, don’t tell.
🎮 Gamification → Reward users for setting up the feature.
📊 A/B test UI changes → Sometimes, a simple button placement tweak can boost adoption.

🚦 What’s the verdict?
✅ No engagement? → If the feature adds no real value, consider sunsetting it and reallocating resources.
✅ Users don’t know it exists? → Improve discoverability through better UI placement, in-app prompts, and onboarding flows.
✅ Users find it confusing? → Simplify UX, provide tooltips, and introduce step-by-step guides.
✅ Customer needs have shifted? → Adapt the feature to align with evolving user expectation

OKRs to Track Success

🎯 For Revenue Features:

• Increase adoption rate (e.g., X% growth in paid users).
• Feature contributes X% of total revenue.
• Higher conversion from free → paid customers.

🎯 For Non-Revenue Features:

• X% increase in active usage.
• X% decrease in related support tickets.
• NPS boost by X points.

At the end of the day, a feature is only as good as its adoption. If no one’s using it, it might as well not exist.

Final Takeaways: How to Make Features Stick

Whether you’re launching a revenue-generating feature or an engagement booster, the key is the same: Don’t just launch it — make sure it delivers value.

🔹 For revenue features: Validate demand, test pricing, and track real adoption.
🔹 For non-revenue features: Ensure users see it, understand it, and can use it easily.

🚀 What’s your experience with feature adoption struggles? Drop a comment and let’s talk!

If you have any thoughts or would like to chat over a coffee, I’d be glad to connect!
Email : nidasaleem333@gmail.com