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When a software company releases a new version or update, it’s done with improving users’ experience in mind—but that improvement is only realized if users actually apply the update. There can be many reasons for both businesses and consumers to hesitate to upgrade to the latest version of a software product. There can be widespread concerns that new features haven’t been adequately tested, and businesses may worry about lost time and productivity as team members learn a new interface. Or users may simply be attached to the current version and see no benefit in changing.
It’s not enough for the software company to be convinced of the big benefits its newly released upgrade will bring—the team has to work together to ensure that their users are fully convinced, too. Below, members of Forbes Technology Council suggest effective ways that software companies can get users of their tech to update when a new version is released.
1. Involve An Eclectic Group Of Users In The Process
Create a trusted space and invite a broad mix of customers, not just your biggest. Reward these users for their time, which in turn motivates them even more—they now become an instant selling tool. There has to be enough in the update to make them move, as updating costs money. Involve users in the process so they can clearly see and understand the value being delivered. No one likes surprises. - Greg Griffiths, UCROWDME (UK) LIMITED
2. Ensure Upgrading Is Easy And Involves Minimal Risk
Make your upgrades seamless and easy, with as little impact to the customer’s integrated tools as possible, and ensure upgrading involves low risk—meaning you must have a track record of quality updates. Then ensure users understand the benefits of the new features and functionality. The harder it is for customers to upgrade and pass their internal quality standards, the more difficult it will be to convince them to do it. - Laureen Knudsen, Broadcom
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3. Run A Pilot That Allows Users To Access Both Software Versions
To drive adoption, software as a service companies can run a pilot, keeping both the old and new experiences live at the same time and allowing users to try out the new version while still being able to switch back to the older version. This approach allows users to do comparison testing of the two experiences and provide feedback on the new user experience, and it encourages wider adoption of the update. - Apurva Kadakia, Hanu
4. Ensure The Update Won’t Affect The User’s Entire ‘Tech Ecosystem’
Most tech products do not exist in a vacuum but are part of an entire ecosystem. Testing and replacing one component should be straightforward and not affect other parts. The more the user has to touch to update, the more resistance you will get to any update. - Kevin Korte, Univention
5. Share The News Across All Your Media Assets
Leverage your owned media assets to notify your users about the update, and include a call to action. For example, use your product, direct email campaigns, website, social media channels and press distribution channels to share what’s new and request feedback. - Mikael Berner, Edison
6. Build Automated Updates Into Your Platform
Not everyone has auto-update options on their devices, which unfortunately can lead to missed critical patches or improvements to applications. One way to address this challenge is to build auto-update features into your platform so the end user doesn’t have to deal with the headache of approving every update. This drives both user satisfaction and ease of use. - Marc Fischer, Dogtown Media LLC
7. Incentivize Opting For Automatic Updates
Use the right carrot. If all of your users accepted a push update, it would save your company money. Add a discount to the support contract if the customer opts for automatic updates. If you cannot give a monetary discount, then add on training, a user license or support hours. It will save you money in the long term. - David Moise, Decide Consulting
8. Have A Dedicated Feedback Channel
Always offer a channel for feedback. It’s important to create that type of loop so that your users are actually heard and any problems or future kinks can be understood. Once a user feels “safe” to update, they will update. If they have a direct channel for feedback, they will surely let you know. It’s basically removing the caution tape and saying, “We’ve got you—it’s okay to update.” - WaiJe Coler, InfoTracer
9. Leverage Informative Push Notifications
Sending push notifications is an effective way to get users to upgrade when a new update or version is released. Besides simply asking users to upgrade, the push notification should apprise users of the importance of the new update. To make the process easy, add a button that will readily initiate downloading the update from the push notification. - Roman Taranov, Ruby Labs
10. Include Helpful Visual Cues And Tutorials In The New Version
It’s important to still give the users the ability to access the prior version for a designated time while making the transition to the new one. The key to success, though, begins with a proper rollout. Visual cues to highlight new features and quick tutorials on how to navigate any big changes can help smooth the user experience. Don’t surprise users without having assistance ready. - Ernie Bray, AutoClaims Direct Inc. (ACD)
11. Explain The Cost Benefits To Business Users
Describe the bottom-line benefits and promote the new paths to revenue, where applicable. Software users often get comfortable doing their work with current versions. Changing to a new, upgraded version requires a time investment, which many companies don’t justify. By explaining the benefits of the newer version to the appropriate stakeholders, you are on an efficient path to persuading them to upgrade to newer versions. - Spiros Liolis, Micro Focus
12. Announce An ‘Irresistible’ New Feature
Forced updates accompanied by the message “you can no longer use this version of the software” are incredibly annoying. The most reliable, positive way to encourage updates is to announce a feature that all your clients will want to use. As an example, suppose an update to Instagram allowed someone to “like” your stories, and your older version of the Instagram app didn’t allow that. You would need to update right away! - Vasily Voropaev, Smartbrain.io
13. Remember That You Must Continuously Earn Your Customers’ Business
The best way to get a customer to update their software is to educate them on the benefit to them. This might take the form of a shiny new feature they have been asking for, performance optimizations that make the app experience more pleasant to use, or an improved workflow for tasks they perform often. You have to always be selling your software and earning your customers. - Andrew Siemer, Inventive
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