The best way to do this is with in-product user guidance.Ĭlose.io is a CRM solution (to help manage sales prospects and opportunities), which claims that it reduces data entry to help you be more productive. Try to drive a group of users towards the true value of your product with an experiment and review how that impacts their retention. This is not as reliable as comparing two sets of results within the same period, as with an A/B test, but is an acceptable second-place option. Aha moment serial#Note: if you are unfamiliar with A/B testing or don't have enough traffic, then you can do a serial test, where you change one thing and then measure the results and compare them against the previous period. To do this, you need to run a live A/B test where you change something in the product and assess it against a control group. Aha moment driver#The driver of both the "aha!" moment and retention may be some other action or event, so trying to lead more users to "aha!" will not help app retention. Skip this step and go straight to the causation analysis □Įstablish causation between the "aha!" moment and user retention #Ĭorrelation doesn't mean that users who complete that event will necessarily be more engaged. Instrument your product to collect this data and wait to assess this If you aren't already collecting data on the "aha!" moment product event, you won't be able to conduct this analysis. If you aren't already tracking the "aha!" moment. If you notice a clear difference, as above, then it's clear that the "aha!" moment product event is linked to better retention! □ You can create a similar chart with groups of users that completed your "aha!" moment and those that didn't. This chart shows retention of new users by all users, those who joined a "Community", and those who didn't. Our friends there have also written some great content on analyzing retention – check those resources out for more ideas. You'll then be able to set up a retention chart such as the one below from Amplitude. However, for this, you'll need to already be tracking the "aha!" moment as a product event within your analytics tool. To do this, review your retention data on whether users return after meeting the "aha!" moment, and how this compares to your overall retention figures. That way we can use the information to tailor their user onboarding differently if needed.Įstablish correlation between the "aha!" moment and user retention # When analyzing customer survey data, it’s important to group the data by persona to see if certain user segments struggle or get excited about similar parts of the product. points of confusion or where they sought help) or where they found success and delight quickly.Īs noted above, "aha!" moments will vary by user type, especially for products with larger markets and multiple personas. Once you’ve collected responses, read through each response and look for themes – either where they faced problems (e.g. What feature do you get most excited about?ĭid you immediately see the value of ?ĭid you ever feel lost or not know what to do when you started with ? When did you decide to stick with / pay for ? Here are some example questions you could use: within the last 1-3 months) and use an in-product Microsurvey to get quick-fire responses to your most needed questions. Your current customers most likely found the "aha!" moment, which helped them stick around, so they are a great source of ideas.įocus on relatively new customers (e.g. As a user deepens their engagement with your product, it’s important to constantly drive them to find new value in your product. Successfully submitting a form and seeing your product interface is also an example of an "aha!" moment, and so is getting a response to a support ticket. In this post, we'll address the first key "aha!" moment in user onboarding, the first main one after sign-up, but it’s important to note there are several "aha!" moments over a user’s lifecycle. Then, you should continue to provide increased value to give users a reason to come back. You must onboard users in a delightful way to show them how successful they can be with your product. That's why focusing on user onboarding is of the utmost importance. Improvements in a user's first 5 minutes can drive a 50% increase in lifetime value. On top of this, users lost early in the relationship are very unlikely to return. your competitors) available to solve the same problems, your product needs to prove its value quickly after sign-up, before new users move on to the next option. People want quick results and refuse to waste time looking for what should be obvious in a product. We all have a limited attention span and within this period, your product must deliver value to the user. Users will only continue to invest in a product if they find it useful.
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