Are you missing User Activation in the process of Growth?

Think about the time when you signed up for LinkedIn. 

Didn’t they push you continuously to keep adding contacts to your profile, fill in the about section, the achievements column, grow your network and so on for “making your profile more visible to recruiters”?

Or think back on when you finally gave in and downloaded the Zomato App… And “get 50 percent off on the first order” made you order the pizza even if you didn’t want it!

As a growth marketer, your job isn’t just acquiring customers and getting them to visit your website/download the app, your Job Description goes beyond that.

It also includes activating your users – which is taking a user from downloading your app/visiting your website to actually consuming the value of your product.

Clearly, while Activation may sound like simply activating a user account, it’s a lot more than just clicking a link in a confirmation email.

Go back to the old adage- 

20% of your customers are responsible for 80% of your sales.

Following this statement, you might feel like you are ignoring something- because YOU ARE. You are focusing on that 20% set majorly. For this 20%, your customer activation strategy must be prim and proper.

Now, a lot of organisations struggle with activation because they don’t have focused activation efforts in place.

They mostly have teams optimizing acquisition and retention, and the activation in between remains forgotten. But Successful growth marketers don’t just grow a larger user base; they build a highly engaged audience that will help to reduce churn, as well as increase the lifetime value of each individual user.

Then, when can we be positive that we have an ACTIVATED user?

What is the moment where you can say that the user is now ACTIVATED?

Let’s use a few examples.

Consider these 3 milestones: 

1. Set up moment

The stage where you collect whatever information is necessary to make your user experience your product.

If we take 1Mg or Netmeds, for instance, the setup moment would be the first order which gives you the details of your consumer- address, preferences, etc.

(Yes, the first order is NOT equal to an activated user!)

2. Aha moment

Place where your buyer suddenly sees the benefit they get from using your product, and says to themselves, “Wow! This is great!”. It’s also the moment where you have converted them into a fan who is likely to buy.

• This Aha moment is often not a feature. But what that feature makes possible.
• It conveys much more value than effort required – (i.e. they are Low Effort, High Value, or LEHV, activities)

Say for 1Mg – Aha moment could be when the medicines are delivered within 24 hours and your user didn’t have to step out. Or when one needs a particular painkiller urgently that is unavailable in the local pharmacies, but 1Mg has it.

For Naukri.com – it could be a call from a recruiter within 24 hours of your user signing up.

COMMON MISTAKE
Define your AHA moment very carefully as you are competing with a lot of such AHA moments in the market.

• Say for 1Mg,  the local chemist can deliver the medicines within an hour.
• So choose wisely and decode how you want to deliver that AHA moment.

 This is a defining step in the Activation process and ensures you can deliver your AHA moment!

3. Habit moment 

Think about how you immediately rush to the Amazon app on your phone when you need a random product…

Wanted medicines? Opened 1Mg immediately?

This is the stage where your product is a part of the user’s life.

For example – Calm,a meditation and mindfulness app, knew their product’s core value was helping people to learn and build a meditation practice.

 When they proactively prompted new users to set a daily reminder after completing their first meditation session, Calm saw a 3x increase in daily retention. They increased the success of their product by making it easier for their users to remember to use the app for its core product value and making it their HABIT.

If you make web or mobile products, you’re actually in the business of task management. You’re counting on your product to become a recurring part of your customers’ lives. In order to accomplish that, motivate your users to build a new habit.

After crossing these three milestones, you ultimately have an ENGAGED and ACTIVATED user for your organisations !

There is obviously much more to explore on this topic.

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