When the user reaches the Aha moment (Aha moment), the activation is completed, and when the user accurately finds the Aha moment in the product, there is the ultimate goal of user activation. Through various products or operation methods, the user is guided to reach the Aha moment, which is user activation. The main work of the ; so we look at the major premise first, how to find the ah-ha moment of the product.
As mentioned earlier, Aha Moments can be quantitatively defined as a key behavior that a user completes a certain number of times within a certain period of time.
Using the idea of hypothesis testing and data analysis, we can better find the Aha moment by following the steps below:
List possible activation behaviors
Analysis to determine activation behavior
Determining time windows/magic numbers
Test Validation Aha Moments and Iterate
Through these four steps, we can better country email list find the Aha moment and clarify the goal of user activation work.
1. List possible activation behaviors
Based on product goals, value provided, and business models, combined with user analysis and research, multiple alternative activation behaviors are listed.
Before listing possible activation behaviors in detail, we need to clarify who is the user of our product? What needs does the product satisfy the user? How does the product meet user needs? Differentiating advantages compared to competitors? What is the ultimate goal of the product? At the same time, with the help of data analysis and user research, we can understand the key nodes and behaviors that users experience product value when they actually use the product.
List 3-5 possible key activation behaviors by considering both the product side and the user side. Taking Douyin as an example, the average user mainly consumes short video content, and the possible activation behaviors include browsing/like/follow/comment.
2. Analysis to determine activation behavior
After identifying multiple possible activation behaviors, it is necessary to further determine the unique key activation behavior and find the behavior that is most relevant to new user activation retention.
A common method to determine activation behavior is to monitor and analyze the impact of this behavior on subsequent retention by new users within a certain period of time when they arrive at the product. The behavior that has the most obvious impact on subsequent retention is often the final activation behavior.
3. Determine the time window/magic number
After the unique activation behavior is clarified, it is necessary to determine the specific time window and the magic number to complete the definition of the Aha moment; the time window and the magic number affect each other, and the two need to be considered comprehensively.
The time window is the main period of user activation and varies by product. A product with a shorter life cycle has a shorter activation cycle; a product that is used frequently has a shorter activation cycle; a more accurate way to determine is to determine the main concentration cycle of key behaviors that retain new users and the churn cycle of churn of new users. Appropriate time window period.
The Rubik’s cube number is the optimal number of occurrences of key behaviors. Of course, the more times the key behavior occurs, the better; but for the determination of the Aha moment, it is necessary to find the number of times with the largest marginal utility, that is, the effect of increasing the behavior on the user’s subsequent retention. Begin to decrease; the number of times with the largest marginal utility is generally the magic number, and the magic number can also be selected before and after the maximum number of marginal utility according to the actual situation.
For example, if a user occurs 1 key behavior, the subsequent retention rate is 10%; if it occurs 2 times, the retention rate is 20%; if it occurs 3 times, the retention rate is 45%; if it occurs 4 times, the retention rate is 50%; if it occurs 5 times, the retention rate is 52%. From the 3rd time to the 4th time, the marginal utility has begun to decrease, and the tangent slope of the retention rate curve begins to become smaller, so the 3rd time is the maximum marginal utility.