If you want your clients to get the most value from your service for their money, you need to know how they get activated: how quickly and easily they learn to use your functionality, how they understand its value and apply it in their work.
What is User Activation?
User Activation is the very metric that shows users' engagement with your service. In fact, this is the actual percentage of your clients who actually use your service or its specific functionality in particular.
How to Measure User Activation?
Measuring user activation is more difficult than measuring clicks or registrations. First, you need to think about the logic that can be applied to your service: how to determine whether a user has been activated or not? Are there any particular events that can indicate the user has become active? And in general, which functions of your product are more important, and which ones are of interest to smaller user segments and are not necessarily an indication of user activation?
The events that can be potentially seen as a sign of user activation are:
- Pasting your code into their website;
- Using your service for the first time (for example, sending the first message);
- Integrating your SDK into an application;
- Trying a key feature of your platform;
And others. These events will depend on the steps a new user can take in your product.
Levels of User Activation
So is this user active now? Not all services will be satisfied with a simple "yes" or "no". There can be different levels at which your clients explore and use your service.
That's why in most cases services map a "customer journey" — a sequence of events that show the depth of service adoption.
For example, if a user has integrated your SDK, you can already count them as "activated", but will they send their first message? And will they try your key feature that will bring them the best result and make them the most satisfied with your solution? You don't know that yet. This is why you need multi-level assessment.
Here's an example of such a "customer journey" for Pushwoosh:
Registration → Account Activation → Platform Configuration → First Message Sent → Tried Segmentation → Tried Automation.
You should build a similar sequence of events (user's actions) that will confirm successful activation.
How to Increase User Activation?
The main way to improve activation rate is building an effective onboarding process.
Your main goal is to make your onboarding messages as timely and relevant as possible — constant push and email notifications can be very boring – unless use them the right way.
To achieve that, make your onboarding behavior-based. This way, once a user performs a certain action (event), they will get a relevant message that describes what steps they should take next. It will give your clients useful and timely tips that will make them start certain features faster and avoid confusion.
Choose the Event (aka an action a user performs in the application / on the website) that's a good starting point for communication. It could be account registration, or a screen open, profile set up, etc. Once you've determined the starting point, you can add Splitters — they divide your audience into segments based on various criteria, such as age, gender, device type and other custom tags you can create.
Map your potential communication flow on a canvas in Customer Journey:
NOTE: You can use several splitters at once - Customer Journey can divide your created segments into more segments, which creates opportunities for highly precise multi-level targeting.
After the first welcome message, you want to start offering users more relevant tips and information, based on their behavior in your product/service. To do that, use the Wait For Event feature — it lets you set different communication scenarios based on whether a user triggers a particular event within a specified time period or not.
Request a free demo and learn how you can increase User Activation with the help of behavior-based onboarding: