As a rule, if the vast majority of your customers need to accomplish a certain task with your product, they shouldn’t have to use anything labeled as an “advanced” feature when doing so. In other words, popular tasks should be streamlined and easy to complete, reserving the “advanced” or custom features for customers who have more specific and unusual requirements. This seems like an obvious approach, but you’d be surprised at how often a software vendor expects you to jump through insane hoops to enable “advanced” features and customizations, just to get the darn thing working in the most basic capacity. Needless to say, this makes things a lot harder on customers. And it certainly can’t be good for the vendor’s margins. After all, if your implementation procedures are overly complex, you’ll be spending a lot more on tech support starting at the moment a customer signs up.