Great. You’ve got a free trial user! Now, it’s time to make your user happy so she becomes a paying customer (activates). Activation is achieved by getting the user to experience the core value of your product quickly. In this stage of the funnel, we reinforce the value that your product provides and emphasizes the ‘pain points’ that it solves. We also want to gently remind the user that life as she knows it would cease to exist if she stops using your app.
According to Rand Fishkin, CEO of Moz, “Design is half the battle for technology companies”. We agree. If you ignore design and UX, you’re ignoring the reality of the buying decision: it’s complex, emotional, and often based on superficial reasons (yes, they will judge your book by its cover). Creating an enjoyable user experience is critical to successful customer onboarding and activation. Design builds trust, UX drives activation.
The conversion funnel doesn’t stop once you have your free trial customer. Our analytics and data tracking help you understand where users are getting stuck in your product. By studying cohorts and in-product analytics, we can identify drop-off rates and friction points. From here, we can use UX design tweaks and copywriting to smooth out the onboarding process. The faster a user can experience the core benefit of your product, the faster she will activate.
At first blush, email may seem like the frumpy sidekick of a slick digital marketing campaign. But if you look deeply into successful B2B SaaS product like BaseCamp, Slack and Xero you'll quickly learn that intelligent email marketing, driven by marketing automation software, is the cornerstone of customer activation. From proactive lead-nurturing campaigns to intelligent onboarding messages, a well crafted email program is the fastest path to activation.
Continue your story within your product and help users experience core features with the help of human-friendly copy. Positive reinforcement reminds users that they’re doing a great job setting up their account. Friendly error messages reduce user frustration. Tooltips, smart notification and contextual help articles written in a pleasant, conversational tone will improve user satisfaction and drive activation.