Audit your current onboarding sequence and identify exactly which stage is leaking users before activation.
If you cannot complete these, stop here and do this first.
| # | Item | Status | Notes |
|---|---|---|---|
| 0.1 | Our aha moment is named in one sentence | ||
| 0.2 | That moment is instrumented in analytics | ||
| 0.3 | We can report time-to-aha for any cohort in under 10 minutes | ||
| 0.4 | We have at least 2 cohorts with activation data to compare |
| # | Item | Status | Notes |
|---|---|---|---|
| 1.1 | Signup confirmation has interactive demo or walkthrough (not just "check your email") | ||
| 1.2 | Confirmation page points toward the aha moment specifically | ||
| 1.3 | Billing is deferred until after first value is delivered | ||
| 1.4 | Unnecessary profile setup steps moved to post-activation | ||
| 1.5 | First welcome email sent within 5 minutes of signup | ||
| 1.6 | Welcome email has one CTA only (next step toward aha) |
| # | Item | Status | Notes |
|---|---|---|---|
| 2.1 | Nudge email triggers if aha not reached by hour 48 | ||
| 2.2 | Nudge names the exact action they haven't taken (not generic) | ||
| 2.3 | In-app guidance present on main dashboard | ||
| 2.4 | In-app guidance points to aha step, not feature tour | ||
| 2.5 | Support is easily discoverable before frustration |
| # | Item | Status | Notes |
|---|---|---|---|
| 3.1 | Escalation trigger if aha not reached by day 7 | ||
| 3.2 | Escalation includes personal-feeling email (named sender) | ||
| 3.3 | Short setup session offered for non-activated users | ||
| 3.4 | NOT sending generic feature emails to non-activated users |
| # | Item | Status | Notes |
|---|---|---|---|
| 4.1 | After aha, trigger sequence for next key feature | ||
| 4.2 | "Second aha moment" defined (casual to power user) | ||
| 4.3 | Usage summary email at day 14 | ||
| 4.4 | Feedback/NPS asked between day 14 and 21 | ||
| 4.5 | NPS 9-10 invited to leave review within 24 hours |
| # | Item | Status | Notes |
|---|---|---|---|
| 5.1 | Can segment users at day 30 by activated / not activated | ||
| 5.2 | Can report D30 retention rate by cohort | ||
| 5.3 | Non-activated at day 30 in dedicated save/churn flow | ||
| 5.4 | Pre-cancellation survey with 3+ reason options | ||
| 5.5 | Personalized save offer matched to cancellation reason |
All Done in Stages 1-2: Activation path is solid. Focus on Stages 3-5.
Any Missing in Stage 1 (items 1.1-1.3): You're losing users before they ever try the product.
Any Missing in Stage 2 (items 2.1-2.2): No behavior-triggered recovery. Likely your biggest churn driver.
All Missing in Stage 5: You are flying blind on retention health.
Take the top 3 Missing items from Stages 1 and 2 and put them on next week's sprint.