Understand what actions users who become sticky and loyal (and drive revenues) take which could lead to their increased retention, and understand how this differs from users who churn. To understand your Aha moments we need to identify which actions separate retained customers from churned ones. Why do Aha Moments matter and how can you use them?īy understanding your product’s Aha moments you can optimise your product, marketing and onboarding experience to ensure that more people become loyal and sticky, thus reducing churn and improving growth. ![]() By analysing user data and reviewing cohorts we realised that the key indicators of stickiness vs churn was getting users to 5 contacts, getting them to make their first Skype call and testing that their headset and microphone actually worked (this was the dark ages when we couldn’t rely on all laptops having working microphones and speakers built in!). In the early days at Skype we spent a lot of time analysing the new user journey, as we had high churn in the first week and month of usage. At Slack their focus was getting teams to send 2,000 messages to each other, at which point only 7% of the teams would churn. For Facebook it was getting users to 7 friends in 10 days, this was a northstar metric which the entire company tracked and obsessed over. You want as many of your customers to get to this moment of magic as possible.Įach business will have their own individual Aha moment. It’s like a magic moment when your customer can suddenly see the value your product provides. ![]() ![]() The key to unlocking this is Aha Moments.Īha moments are the point at which a user understands the value of your product, and is therefore more likely to become a loyal customer. Many start-ups struggle to understand why some users fall in love with their product, become loyal users and refer friends and family, while others use the product a few times and then churn.
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