How to Turn New Users into Engaged Customers

When working with digital products, it’s essential to consider concepts like "Activation." Activation refers to the moment when a user or customer takes a specific action that demonstrates they are successfully engaging with a product or service for the first time. This action is a crucial milestone in the customer journey, signaling the transition from a new user to an active user who begins to derive value from the product.

According to Sean Ellis in Hacking Growth, most mobile apps lose up to 80% of their users within the first three days. While there isn’t a single formula for improving activation, Ellis emphasizes the importance of experimentation driven by product data analysis.

1.- Never assume why users behave as they do; instead, we must analyze data on user behavior and then ask questions based on our observations from experiments.

2.- Creating a funnel report of conversions and drop-offs: In this step, we should analyze the stages of the conversion funnel that users progress through during their customer journey. This will help us identify the points where they successfully convert and the stages where they are most likely to drop off.

3.- Optimizing the new user experience: The first rule of designing and optimizing our NUX is to treat it as a unique, one-time encounter with our product. We should approach it as if it were a product in its own right.

4.- Crafting a learning flow: The first experience people have with your product is also when they are most consciously trying to understand it.

Activation flows should serve as guides that help users understand how to use our product and show them how to fully benefit from it.

Communication flows shouldn’t be rigid; instead, they should be flexible, adapting based on the evaluation of customer data to better understand how customers are interacting with our product. Many apps are used daily for purposes different from their original intent, so the more adaptable our product is, the better it will meet users' needs.

Hope you have found interesting this edition, see you next week.