Key Activation Events And The Secret For Bloody Brilliant Low-Touch SaaS Onboarding

Fraser Deans
Aug 2, 2016 · 7 min read

People want low touch but they also want guidance. They don’t want to talk to you but they do want to be hand held until their job is complete. This puts you in a bit of a dilemma really.

Users have to find success with your service before they’ll hand over any money. People do many things with your application but only a handful of those actions result in a user achieving success.

So what are these ‘key activation events’ (KAEs) in your application?

They aren’t always obvious. And sometimes they are completely counter-intuitive but they are there. Believe me.

Take Groove for example. They found that customers who emailed customer support during their trial period were 9 times more likely to stick around! 9 times!

Finding your key activation events

Identifying possible key activation events

First make a list of all the possible actions in your application e.g. updating profile, invite team members, number of team members invited, writing a post, number of posts written, sharing articles. Now if you’re tracking user actions (as all good SaaS companies are) you’ll be able to speed this up by pulling out a list of all recorded user actions. Google Analytics, Amplitude, Mixpanel and Intercom all track your users to some extent.

Which events lead to sign ups?

Now examine the actions that your perfect customers performed during their trial phase. With this information you can create hypotheses to investigate.

For example, if all your perfect customers wrote 2 or more blog posts, ‘Creating 2 or more blog posts’ is a potential KAE.

But which customers are your perfect customers?

They are the customers that have found the most success with your service and are paying you money (consider the ideal customer profile if you don’t know).

With your hypothesised KAEs you can use cohort analysis to prove or disprove your hypothetical “ideal customers”.

A guide to cohort analysis

Cohort analysis is a technique that groups a subset of users that share a common trait over a period of time. You then compare the impact of that shared trait on a desired outcome.

Let’s run through a really simple example of how you can use cohort analysis yourself.

Imagine we run a website that helps small businesses build their own websites; something like Wix, Wordpress or Squarespace. Below is a table showing a subset of users in one day who started a trial. The table also shows if they added their company logo to the website and whether or not they signed up (and started paying) during their trial period.

There are 20 users who started a trial. Overall, 11 users signed up. A trial-to-paid conversion rate of 55%.

Let’s see how adding a logo effected conversion. We’ll split our users into two cohorts: those who added a logo and those who did not.

Added a logo: 12 users. 9 of those signed up. A conversion rate of 75%.

Did not add a logo: 8 users. 2 of those signed up. A conversion rate of 25%.

Users with a logo were 3 times more likely to convert than those without. Therefore adding a logo is a key activation event.

Your application could have many key activation events, it could have few. Cohort analysis and a little creative thinking will unpick those events from your data.

Now we know what our key activation events are how do we persuade people to actually do them?

The secret is… ‘because’

Make it clear WHY your user should take action and complete a key activation event.

“A well-known principle of human behavior says that when we ask someone to do us a favor we will be more successful if we provide a reason. People simply like to have reasons for what they do,” says psychologist Robert Cialdini in Influence: The Psychology of Persuasion.

The word ‘because’ makes it crystal clear that completing an action gets your user closer to their goal. It gives them a reason to do what you’re asking.

“Because” helps you make a perfectly rational case for why. And it helps your potential customers make the case for you too. So be really clear about this: “You’re changing your process because…” “We’re using these terms because…” “You’re performing these new actions because…”

Putting this together: how to activate every user

Pre-signup

First user experience

If a key activation event is adding a logo, make this part of the flow.
If a key activation event is inviting a team member, make this part of the flow.
If a key activation event is connecting a social media account, make this part of the flow.

You get the picture.

Your on-page copy is important here too. Remember the ‘because-bridge’ we spoke about earlier? Use it. Give your users a clear and compelling reason to complete each stage of the work flow.

Try these examples…

90% of users who add a picture sell their car in 2 weeks.
Invite your team because accounts with 3 members or more reduce their email by 20%.
Link your social media accounts to tell your customers how well they’re doing.

Clear AND compelling.

Post-signup

Emails are great for pulling users back to your application as 7 out of 10 customers check their inbox MORE than once a day.

With services like Intercom and Customer.io, target new users depending on which key activation events they have (or haven’t) completed. If users STILL haven’t uploaded that elusive logo, (1) remind them they still need to (2) let them know why (because-bridge).

Repeat, repeat, repeat. Pushing users to complete additional key activation events will lead to confusion, so avoid sending emails about other key activation events. Keep it clear and simple. Let them know what they have to do next, and keep repeating it until they do it. Do this next. Do this next. Do this next.

Repetition is ok.

Or is it?

As Einstein said, “Insanity is doing the same thing over and over again and expecting different results.”

Nickelled step-by-step guides in action

If the first email did not persuade someone to take action, don’t expect that sending the same email again will deliver different results. Remember: your emails are competing with your user’s friends, colleagues and customers for attention. Be creative. Repeat the same message but not in a repetitive way. Use a method that grabs attention. Animated GIFs, Nickelled step-by-step guides and videos are all great ways of delivering the same message (e.g. “add your logo”) but in a clear and creative way.

Write onboarding emails that work

Get your copy.

Brought to you by the SuccessHack-tivists at SuccessHacker. Your go-to partner for Customer Success. Follow us on Twitter @success_hacker.

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Fraser Deans

Written by

Digital Product Designer. Founder of The Wholesome Technology Company, organiser of Humane Tech London , Co-founder of Nickelled.

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If you want to learn about Customer Success or start a career as a Customer Success Manager, you’re in the right place.

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