Customer Aha-ctivation

Photo: Buck Ennis

There is a lot focus on activation at the moment and the benefits of a winning customer activation process on a company’s bottom line. This is undeniable.

Do you remember the first time you used Uber? It felt like magic, right? They had their activation process down to a tee. They didn’t just sign you up, or take your credit card details, they extended their activation process through to the point at which you took a ride for the first time. I am sure you couldn’t stop telling people about it, or was that just me?

Activation focuses on the first impression

Activation is the process of onboarding your users successfully to a point that they experience the unique value proposition of your product in the shortest amount of time. This is often referred to as their “Aha Moment”. It’s the moment at which they realize that they cannot live without your product.

You need to help your users get to their “Aha Moment” as quickly as possible by making sure the onboarding process is as seamless and enjoyable as possible. This is the point at which your customer is highly motivated to solve the problem that your product is addressing and it is your moment to shine and delight the customer!

Helping brand new users start using the product successfully has significant positive downstream effects.

“It’s the one thing every customer does”

The activation questions you should have answers to at any given time

  • How many users enter my onboarding funnel and what do they do after that?
  • What is the one thing that results in that “aha” moment for the users which converts them into paying customers?
  • What is the conversion rate in every step in the onboarding flow and how does that affect revenue? Where are my users dropping off and why?
  • What steps need to be completed to give the best chance of a user converting into a paying customer?
  • If I have a free trial, how can I keep the user coming back and active during that trial?
  • Can I help the user understand my product better within the onboarding flow?
  • How can I use hotspots, slide-ins and tutorials to improve my conversion rate?
  • How do my users actually navigate through the flow?
  • How does my design and copy influence my conversion rate?

The examples above result in you having the basic amount of information from which to make more informed decisions about your activation process.

The next step would be to go deeper into the levels of granularity and start with testing out the different hypotheses and ranking the improvements they make to your conversion rates. These can then be tracked on an ongoing basis and the improvements measured over time.

“Obsess over activation, otherwise it could be the last thing your customer does”

Activation needs constant attention and monitoring

An activation process is not something you “set and forget”, you have to constantly be evolving and improving in order to remain relevant in this highly competitive technology market. Users expect this, and if you do not deliver on this expectation then they will go elsewhere.

“Customers can either be happy with you or happy somewhere else”

— — This post was first published on the Prodspar website — -

All the best,

Nick


Originally published at https://www.linkedin.com on August 29, 2018.