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Gauge the Impact of User Motivation on Activation
3 TEMPLATES

Gauge the Impact of User Motivation on Activation

PLGeek
Ben Williams
,
PLGeek
A message from Ben:

Understanding and optimizing onboarding is one the most important things that you can do to increase conversion. Many product teams obsess over making the sign up experience as frictionless as possible which is important, but there is another component that plays an equally important role in the likelihood of someone to activate: Motivation.

For example, let’s say that you’ve launched a slew of onboarding improvements for your new app. You’ve worked hard to remove as much negative friction from your activation flows and conversion is looking strong, but you still aren’t hitting your targets. There’s not much more you can do to make sign up easier and you’re struggling to know where to focus next.

It could be that the sign up process is still too hard, but If you take a step back and think about why users and teams are getting stuck or dropping out of the sign up flow, there’s actually only one valid answer and it's a tough pill to swallow. The users that are starting the sign up process lack the motivation to convert.

I created a series of templates that you can use to determine if you have the right users going through your sign up process and if they have the motivation required to convert.

1. Evaluate Site Traffic

1. Evaluate Site Traffic

Insights Gathered: The first step in understanding your activation issue is to understand what types of users are starting the process. Use this survey to get a pulse check on the persona starting the activation process and compare that to the users that are successfully activating.

Actions: Now that you know who is entering your conversion funnel you should conduct persona research with your Ideal Customer Profile (ICP) to uncover their needs and motivations.

View template

2. Get to Know Your Audience

2. Get to Know Your Audience

Insights Gathered: There is often an overlooked relationship between acquisition and activation. And to activate users well you need three things. Your users need to have a problem, they need to have urgency to solve that problem, and your product needs to elegantly solve that problem. To target your acquisition efforts you need to make sure that your product meets the needs of your Ideal Customer Profile.

Actions: Report your findings back to your acquisition team so they can better target their efforts.

View template

3. Ensure your product meets your users needs

3. Ensure your product meets your users needs

Insights Gathered: Now that you know you are reaching your target personas and have tailored your acquisition methods to their needs and motivations, you need to make sure that your product meets their expectations.

Actions: Product-market fit is a continuous process of experimentation and iteration so make sure to test as your product and acquisition strategy evolve

View template

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