Activation
What is Activation in Growth Hacking?
Activation in growth hacking refers to the process of turning new users into active, engaged customers who derive value from a product or service. It's a crucial step in the user journey that follows acquisition and precedes retention.
Synonyms: User Onboarding, Customer Activation, User Engagement, Aha Moment, First Value Experience
Why Activation is Important in Growth Hacking
Activation is a critical metric in growth hacking because it directly impacts user retention and overall business growth. When users successfully activate, they are more likely to continue using the product, recommend it to others, and contribute to the company's revenue. Without effective activation, even the best acquisition strategies can fall flat, leading to high churn rates and wasted resources.
How to Measure and Improve Activation
Measuring activation involves tracking specific actions that indicate a user has found value in your product. These actions, often called "aha moments," vary depending on the nature of your product. For example:
- For a social media app, activation might be when a user adds 7 friends within the first 10 days.
- For a project management tool, it could be when a team creates their first project board.
To improve activation rates, growth hackers often employ techniques such as:
- Optimizing onboarding processes
- Implementing targeted email campaigns
- Using in-app guides and tooltips
- Offering personalized experiences based on user behavior
Examples of Successful Activation Strategies
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Dropbox's referral program: By offering extra storage space for inviting friends, Dropbox incentivized users to actively engage with the product and spread the word.
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LinkedIn's profile completion bar: This visual indicator encourages users to fill out their profiles, increasing their engagement and the value they get from the platform.
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Slack's interactive tutorial: New users are guided through key features with a friendly bot, helping them quickly understand how to use the platform effectively.
Frequently Asked Questions
- What's the difference between acquisition and activation?: Acquisition is getting users to sign up, while activation is getting them to use and find value in your product.
- How long should the activation phase last?: It varies by product, but typically ranges from the first use to the first few weeks of engagement.
- Can you improve activation without changing the product?: Yes, through better onboarding, communication, and user education, but product improvements often yield the best results.
- What's a good activation rate?: It depends on your industry and product, but many companies aim for 20-30% activation rates, with top performers reaching 60% or higher.
