So the product experience that makes you go “Eureka” probably won’t be same as your boss’s Aha Moment. You’re more likely to care about the features that impact your ability to hit your sales quota, whereas your boss will care about being able to see the bigger picture of their business. If you’re a salesperson and you’re using Salesforce, do you think you’re going to care about the same Salesforce features that your CEO does? And the twin concepts of the Aha Moment and activation are just as relevant to secondary onboarding as they are to a new user. Good SaaS companies onboard existing users into new features on an ongoing basis.
Once your user has understood your core value proposition, that’s that. Rookie product marketers sometimes think that the Aha Moment is a one-and-done thing. So if a manager were looking at project management software, they might experience the Aha Moment as early as the market research phase, but Activation would only come after they’ve assigned their first task to a team member. Activation = your customer experiences that value first-hand.Aha Moment = your customer realizes that your product is valuable.Activation is the subsequent point in the customer journey.
If you need a mental image, think of the moment when the Ancient Greek philosopher Archimedes leaped out of his bathtub after having a sudden realization, shouting “Eureka!”īack in the day, this meant “I’ve got it!”īefore we go any further, let me take this opportunity to clear up some common misunderstandings regarding the Aha Moment: It’s not ActivationĬontrary to what you’ll read elsewhere online, the Aha Moment is NOT a synonym for Activation. Put another way, a customer experiences an Aha Moment when they look at your product and think for the first time: “that could be really helpful for me.” The Aha Moment can be defined as the instant when your users realize the value of your product for the first time. Userpilot’s analytics suite will make discovering your Aha Moment much easier.To discover your own Aha Moment for your SaaS, consider your primary value proposition, compare the in-app behavior of power users against churned ones, and don’t forget to keep testing and iterating on your hypotheses.We’ve listed Aha Moment examples from Demio, Pipedrive, Mailchimp, and Calendly to give you some inspiration.The more consistently your customers reach the Aha Moment, the more likely they are to subsequently activate and be retained - with positive financial implications for your business.Remember that different user segments might experience the Aha Moment in different ways, depending on what product features they find valuable.The term Aha Moment is most commonly used in primary onboarding, but it can also be applied to secondary product features as well.Defined as the instant when a customer understands the value of your product, the Aha Moment is an important precursor to user activation and retention.
#The aha moment free
That way, you can learn from their experiences and then apply your insights to your own user journey.įeel free to use this post as a resource to deepen your understanding of Aha Moments and how you can create them for your own customers. Rather than re-inventing the wheel, it’s useful to look at how other SaaS companies set up their user onboarding. It can sometimes be difficult to come up with Aha Moment examples from scratch for your business, since it’s quite an abstract topic.
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