← Back to the Product-Led Growth Flywheel
EXPANSION PLAYBOOK
evaluation playbook
activation playbook
ADVOCACY PLAYBOOK
adoption playbook

Recruiting beta users for new features

If you ship it, they will come. Dive into this playbook for a step-by-step guide to attracting beta users to check out your product’s new features.

What you’ll learn: 

  • How to strategically align new product features with targeted user personas.
  • How to design impactful recruitment messages for beta users.
  • Which techniques to choose for the most effective communication channels based on the scope and scale of new features.
  • Why it’s important to keep your internal team informed and responsive to incoming beta users—and how.

What you’ll need: 

  • A clear understanding of your user personas.
  • A well-defined new feature that needs testing.
  • Tools to communicate the feature (email, in-app messages, etc.).
  • A team ready to support and monitor the beta users.

Suggested playbook to check out before starting this one:

4 steps to recruiting beta users for new features:

Step 1: Identify the user persona for the new feature.

  • Select the user persona most likely to get value from the new feature. Ensure this feature aligns with this persona's requirements.
  • Refer to the playbook "Creating user personas" for a comprehensive guide to developing user personas.

Step 2: Construct effective messaging to recruit beta users.

  • Explicitly articulate the benefits of the new feature for prospective beta users.
  • Specify the type of users you aim to recruit as beta testers.
  • Set realistic expectations about potential bugs or issues, and explain how users can report these problems to your team.
  • Use our copy-and-paste templates in our Beta User Recruitment Template.
Appcues Beta Recruitment Template

Step 3: Opt for the appropriate announcement format.

  • Select the format you’ll use to recruit beta users, keeping the nature and impact of the feature in mind. Consider modal windows, tooltips, slideouts, emails, or dedicated in-app pages.
  • Use modal windows and dedicated in-app pages for significant features that bring substantial changes or value.
  • Use tooltips, slideouts, and checklists for minor updates or improvements. For example, Etsy announces its beta feature using a tooltip.

‍

Etsy's simple Beta feature release tooltip
Source: Etsy's simple Beta feature release tooltip
  • No matter the size or nature of the feature, consider emails an essential part of your recruitment strategy.

Step 4: Notify your team about new beta users (optional).

  • Establish a system to notify your team about new beta users. This could be through Slack notifications or emails.
  • Ensure your team is ready to provide support to beta users and answer any queries they might have.
  • Utilize this opportunity to conduct user research, gathering invaluable feedback on the new feature.

‍

Looking for more Playbooks? Go back to the Product-Led Growth Flywheel →