Want to understand what drives successful behavior? Try feature analysis

Ever wondered which features and behavior within your product, website or app actually matter? The ones that truly bring delight, solve a problem, make the customer come back and actually start the long lasting relationship you have? It can be one thing, but most of the time it is a complex combination of behaviors leading to what is called an “AHA” moment.

Discovering the “AHA” moment is the holy grail for product managers and is usually achieved through a practice called feature analysis.

What is feature analysis?

Let’s start with defining product analytics, of which feature analysis is actually a subset/particular application. 

Product analytics is the process of collecting, analyzing, and interpreting data about how users interact with a product or service. It is often referred to as behavioral analytics. Learn more about product analytics vs marketing analytics here.

Now that we have understood what product analytics is, let’s dive into feature analysis.Feature analysis in product analytics involves evaluating and understanding the impact of specific features within a product or service on user behavior, engagement, and overall business goals. The objective is to identify which features contribute to success, which underperform, and where improvements or innovations can enhance the user experience and drive key metrics.

Where can I do feature analysis?

The concept of feature analysis can be applied in different environments as long as the data is available. Feature analysis can be conducted in:

• Product analytics tools – Think of tools such as Mixpanel and Amplitude. These tools allow you to verify the impact product features have on customer behavior and thus business KPIs. Most product analytics tools allow for the data to be exported into a data warehouse in case the tool’s UI would be too limiting.

• The data warehouse – The data warehouse is a flexible (but technical) way of bypassing any data structure or UI limitation that you might encounter within a packaged product analytics solution. It provides the ultimate workbench to deploy different techniques and technologies on your own data and infrastructure which allows for customization and flexibility.

Want to learn more feature analysis?

Have a look at how we helped Well find what matters to their users.