Why New Users Matter

Why the Focus on New Users?

New users are the heartbeat of a growing product, bringing fresh potential to expand your customer base. But their attention is fleeting—first impressions are everything. If they don’t quickly see the value in your product, they’re likely to move on. That’s why those early moments matter most. It’s about helping new users immediately understand how your product benefits them, setting the foundation for lasting engagement and loyalty.

How Activation Is the Make-or-Break Moment

Activation is that magical moment when new users realize, "This solves my problem!" It’s the spark that turns casual curiosity into genuine commitment. Once users hit this milestone, they’re more likely to stick around, dive into your features, and move from trial to paying customer. But if they miss it? They might drop off for good. That’s why this moment matters most in the user journey—it’s where interest transforms into action.

Who It Helps

Making activation work isn’t just about helping users—it’s a win for your team:

• Product Team: By understanding which features drive activation, they can enhance these key areas, ensuring the product aligns with users’ needs and expectations.

• Marketing Team: Insights into activation triggers help craft targeted campaigns that spotlight the features users value most, attracting the right audience.

• Sales Team: Activation data highlights trial users with high conversion potential, enabling sales to focus on how the product meets specific needs and close deals more effectively.

• Customer Success Team: With clarity on what drives activation, they can provide smarter onboarding and support, guiding users to their first “aha!” moment faster.

Everyone’s efforts align around a shared goal: helping users succeed with your product.

Critical Things to Keep in Mind

• Activation Is Non-Linear: Unlike a traditional funnel, activation doesn’t always follow a straight path. Users may complete actions in different orders or at different paces. It’s important to track activation milestones with this flexibility in mind to avoid misinterpreting the data.

• Account-Level View: Especially in B2B products, activation often involves multiple users within an account. Assessing activation at the account level, rather than just individual user actions, gives a fuller picture of how engaged an account truly is.

• Personalization Matters: The activation journey isn’t one-size-fits-all. Tailoring the experience based on user behavior, preferences, and needs can significantly increase the chances of reaching that crucial "aha!" moment.

Focusing on these key areas ensures you’re not just helping users activate—you’re setting the stage for lasting engagement and loyalty.