Founded in 2001 as a competetive programming tournament, Topcoder has gone on to build a network of 1,200,000 developers and designers who provide on-demand services to businesses.
Enterprises and SMBs request help with everything from UI design to entire features through Topcoder, which are posted as Challenges for the platform's community of developers to enter and get paid for their work.
Driving specific user action in a busy ecosystem
As a thriving platform, Topcoder adds new Challenges every day and promotes a selection for its enterprise customers.
To really drive results for these partners, Topcoder needed to find a way to encourage engagement with specific Challenges. For premium customers looking to ensure their project reaches specialists quickly and is completed sooner, running blog and email announcements didn't cut it.
To push for engagement with promoted content, Topcoder deploys Chameleon modals to existing users which suggest specific Challenges to users who are already inside the product.
This leverages a user's intent and context better than traditional user marketing channels, so Topcoder are able to give promotions the push they need and give users compelling reasons to engage, live on the site.
Using a Chameleon prompt to announce a new promotion to users saw a 50% uptick in adoption versus our traditional email and blog channels
Slashing the time it takes to edit in-product experiences
Reliance on an Engineering team to deploy changes to in-product experiences often makes it hard for Product Marketers to move quickly and run useful product experiments. Instead of being able to deploy an announcement on release day or make small adjustments quickly, non-technical teams find their projects stuck in a a dev's busy backlog.
In Topcoder's experience since starting with Chameleon, this problem is a thing of the past.
Any announcement about the product experience we want to make can be done in seconds with Chameleon. In-house, it would take at least 2 days and several mediums to propagate the information
Easing support load for frequently asked questions
Every product, no matter how intuitive, is bound to field multiple support tickets from users that ask essentially the same question. While a well-trained team and a good library of saved replies can help ease this burden, Chameleon can automate it away almost entirely.
To quickly deflect tickets when common themes arise in the support inbox, Topcoder deploy Chameleon experiences that answer the question before a user has chance to ask it. Adding a subtle, helpful tooltip next to a source of user confusion is an easy, code-free way to keep users in the loop without interrupting their flow or making them reach out to a human for help.
Chameleon can even be used as a way to add a temporary UI in case of emergencies, as Topcoder found when a bug surfaced in their product's main navigation. "Our navigation bar disappeared for a few hours, but I was actually able to fix it by adding a Chameleon banner notifying users straight away and providing the most important missing links", Harshit Mehta told us.
Learn more about how to drive user action with Chameleon
Conventional marketing wisdom dictates that communication with leads and customers should consider audience, placement, and timing. The same principles apply for marketing to users inside the product. Your audience should be segmented to make sure each user receives the most relevant prompt - read our guide to the 7 segments of product users for advice on how to approach this and improve the conversion rate of your Chameleon experiences.
Dive into our Best Practices Academy too, and learn how to optimize the placement and timing of product prompts for the highest impact!
To get personalized coaching and find out more about how you too can boost user engagement by 50%, reach out to us for a demo. 🚀