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Cooking up better user engagement

How we put our own tool to the test—and recipes to help you do the same.
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Use case
Features
Did it flop or fly? Using Goals to track feature conversion

How we used a lightweight Flow and a Goal to measure real user action after launching Folders—and why it’s worth the extra minute.

Anna Casey

Director of Product Marketing

use case
Feature adoption
feature
Analytics
In-app messaging
Folders, Tags, Names, Oh My: The organizational system for our Appcues experiences

Everyone loves a good spring cleaning. Here's how we tidied up our Appcues instance with a simple, consistent system that makes everything easy to find.

Bill Williams

Lifecycle Marketing Manager

use case
Strategy
feature
Survey, Zap, Done: A quick fix for updating stale Salesforce data

We wanted to update outdated customer data in Salesforce—and help our CSMs show up to conversations with more context. A simple survey and one Zap made it possible.

Bill Williams

Lifecycle Marketing Manager

use case
Feedback
feature
In-app messaging
Launchpads for every path: Why we split our one resource center into four

We used to have one Launchpad. Now we have four—each tailored to a specific moment, user, or feature. Here’s how we rethought them to be more helpful, targeted, and easy to manage.

Bill Williams

Lifecycle Marketing Manager

use case
Support
Feature adoption
feature
In-app messaging
Type A energy: The Notion board that runs our Appcues request queue

I’m launching a lot of Appcues experiences. To keep it all straight, I built a Notion board to manage every request—from intake to launch. Here’s how it works (plus a template you can use).

Bill Williams

Lifecycle Marketing Manager

use case
Strategy
feature
In-app messaging
Hard to find, easy to ask: Using one Pin to uncover mobile opportunities

We couldn’t easily spot potential mobile customers, so we asked in-app—and uncovered a wave of new expansion opportunities with one well-placed Pin.

Bill Williams

Lifecycle Marketing Manager

use case
Expansion
feature
In-app messaging
Workflows
When intent strikes: How we connect trial behavior to our AEs in real time

High-intent actions matter. Here's a look at how we track the ones that signal serious interest—and send real-time alerts to sales with everything they need to reach out fast and make it count.

Bill Williams

Lifecycle Marketing Manager

use case
Free-trial conversion
feature
In-app messaging
A little help from AI: Two micro ways it’s helped me build in Appcues

AI didn’t do the work for me—but it helped me move faster. Here’s how I’ve used ChatGPT to build a custom email layout and anchor Flows to the right element—plus the exact prompts I used.

Bill Williams

Lifecycle Marketing Manager

use case
Strategy
feature
In-app messaging
Email
The questions behind the tickets, part two: How we’re building in-app help

We turned our top support questions into in-app help. Here’s how we matched each one to the right pattern—with real examples, a pattern breakdown, and a couple of handy templates.

Bill Williams

Lifecycle Marketing Manager

use case
Support
Strategy
feature
In-app messaging
The questions behind the tickets: Building in-app help for repeat issues

We analyzed 2,500+ support tickets to uncover the top questions users ask—so we can start building in-app help to answer them before they reach support.

Bill Williams

Lifecycle Marketing Manager

use case
Support
Strategy
feature
In-app messaging
A fake door worth opening: Collecting feature feedback with a simple Pin

We used a simple Pin inside Appcues to collect real feedback on a new feature—before building it. Here’s how a fake door helped us shape Folders early.

Anna Casey

Director of Product Marketing

use case
Feedback
Strategy
feature
In-app messaging
Hard-coded vs. Appcues, continued: Choosing both

Sometimes it’s not Appcues or hard-coded—it’s both. Here’s how we used each to improve our upgrade moments with a flexible, lightweight expansion Flow.

Bill Williams

Lifecycle Marketing Manager

use case
Expansion
Strategy
feature
In-app messaging
Workflows

Submit your own example of what you've made with Appcues

Made something awesome? Raised the bar on user engagement? Just figuring it out as you go (just like us)? Whatever it is, we want to see it. Tell us all about it!

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