Activation metrics

(Suggested time for this section: 1-2 hrs.)

Finding your activation metrics begins with hypothesizing possible starting points and understanding which one works best for your use case. Activation metrics are always made from the customer’s point of view.

Create hypotheses in the format X action in Y time, explaining the relevance of each metric in 5-6 lines.
Justify why this is an activation metric in 5-6 lines and list all the metrics to be tracked

A few examples of broad category hypothesis are given below as additional references

1. Amazon

Purchase from cart within 10 minutes of landing on the product page. (Here "purchase from cart" is the X action, and "10 minutes" is the Y time.)

This metric measures how effectively the product page drives purchase intent. If users quickly purchase from their cart, it’s likely due to clear product images, descriptions, and compelling calls-to-action. A high purchase rate within this time frame suggests that users find the product desirable and accessible, while a lower rate could indicate friction or a lack of user interest. Tracking this metric can help refine product page elements to boost conversions.

2. Dropbox

Uploading a file within the first 10 minutes of onboarding. (Here any "uploading a file" is the X action, and "10 minutes of onboarding" is the Y time.)

Explanation: This metric is crucial for understanding the effectiveness of the onboarding experience in driving early product engagement. In Dropbox, getting users to engage with a key feature early (like uploading a file or setting up a project) is a strong indicator that they understand the product's value. If users complete this action promptly, it suggests the onboarding flow successfully conveys the product's value. Slow engagement rates may indicate onboarding improvements are needed, such as clearer instructions or highlighting the feature’s benefits.

3. Groww

Make your first investment within 7 days of signing up.

(Here "making your investment" is the X action, and "within 7 days of signup" is the Y time.)

Explanation: For Groww, getting users to complete account setup quickly is critical, as it often involves personal data and regulatory checks. If users invest within 7 days of signing up, it implies that the onboarding process is smooth, secure, and easy to navigate. A high completion rate within this timeframe can improve user trust and confidence, increasing the likelihood of long-term engagement. If setup takes longer, it could indicate that users are facing unnecessary steps or unclear instructions, signaling an opportunity to streamline the process.

Onboarding metrics

Congratulations, you’ve reached the end of the Onboarding Project! 🎉

Well done on completing all the sections! This project has truly changed the way people approach the onboarding experience for apps, helping them create smoother and more engaging journeys for their users.

Now, sit back, relax, and keep that momentum going as we look forward to seeing you in the upcoming deep-dive.