5/3/2023 0 Comments Club colorcast![]() Use Hotjar Surveys to directly ask your users what they liked and didn’t like about your free trial. You need to also monitor how long your users stick with your product, how frequently they adopt features, and how long it takes them to activate. Monitoring this metric is just the start of measuring customer activation. Could you include more premium features in your free trial? Should you put them in touch with your customer success team as soon as they sign up? Would they benefit from in-product reminders and tooltips to get them using different features as soon as possible? If your sign-up-to-subscriber rate is weak, analyze your users’ first interactions with your product to see how you can add value. For example, if signing up means gaining access to a free trial, it’s likely that a user who subscribes to the paid service got some value during that trial period.Ĭalculate your sign-up-to-subscriber rate with the following formula: When your customers move from signing up to subscribing, it’s a clear indication that they’re finding value in your product or service. Ecommerce sites use this metric to test whether users are compelled to sign up for a discount or newsletter, bringing them one step closer to full activation.Ĭalculate visitor-to-signup rate with the following formula: With a SaaS product, for example, a user signing up for a free trial is the perfect opportunity to guide them to fully activating and discovering value by providing them with a simple yet comprehensive onboarding that gets them using key features. When a user signs up for a free trial or joins an email list to receive information, this doesn’t mean they’re already getting value from your product-but it’s a good indicator that they want to learn more about how your product can help them with their jobs to be done (JTBD), and move them along the customer journey. The rest of the customer activation KPIs on this list help you get more precise when tracking your metrics-so you can pinpoint exactly what you need to do to help customers activate more quickly and frequently.Īt its core, visitor-to-signup rate is a conversion metric that shows you whether you’re successfully turning users into potential customers. Increasing customer activation rates should be your end goal, but it’s not always easy to know how to get there. of users who reached activation milestone ÷ no. Once you determine your activation event, you can calculate your customer activation rate using the following formula: This could involve becoming a subscriber, adopting a feature, or anything else that shows your customer is getting value from your product. To measure activation rate, you first need to identify what activation means for your product and users. Customer activation rateĬustomer activation rate is an umbrella metric that measures the rate at which your customers ‘activate’, or reach the point where they understand your product’s value and are ready to take action. We’ll also show you how to go beyond metrics alone for deeper customer activation insights. Let’s take a look at the seven core KPIs you should monitor to measure customer activation. An ecommerce company might be more interested in understanding whether first-time buyers are being successfully activated as repeat customers. ![]() For example, a SaaS company may need to not only track customer activation for decision-makers who aren’t end users of the product, but also measure how active end users are once the purchase has been made. These will depend on your unique organizational key performance indicators (KPIs), as well as the specifics of your product or service and the value it provides your customers.Īlso, tailor your metrics to the specific customer journey you offer. ![]() Activated users bring major benefits, from customer satisfaction to increased revenue.įocus on tracking the metrics that are most relevant to your business and team. Tracking customer activation metrics is essential to understand whether your customers are actually perceiving and receiving the value of your product or service, and moving along their journey with your brand. 7 key customer activation metrics to track
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