66: Henrique Cruz - AHA! How to define and reach User activation

PRODUCTEA with Leah, Growth & Senior Leadership

Summary
Activation and aha moments in product growth with Henrique Cruz, Head of Growth at Rows.com. How to find the right activation metric that predicts retention and how to iterate on the onboarding flow to improve activation.
Examples of activation metrics and the challenges of tracking and improving activation. The importance of branding, the land and expand strategy, and positioning a brand against larger competitors.
Benefits of dropping the homepage and allowing users to immediately access the product.
Takeaways
Importing a CSV file has no correlation with week one retention for Rows, while pulling data from an integration is strongly correlated with retention.
The onboarding flow and the post-onboarding flow are both important for activation.
Start by analyzing the actions of high engagement users to form hypotheses about activation metrics.
Separate core users from less engaged users to focus on retention.
Send churn emails to users who have stopped using the product to understand the reasons for churn.
Dropping the homepage and allowing users to immediately access the product can increase sign-up rates and provide valuable data for experimentation.

Sound Bites
"Importing a CSV file has basically no correlation with week one retention."
"Activation really only starts after onboarding."
Chapters
08:59 Iterating on the Onboarding Flow for Better Activation
10:53 Analyzing User Behavior to Improve Activation
18:02 Understanding Churn and Retention
23:00 The Impact of Embeds on Activation
23:30 Branding and Positioning
34:27 Dropping the Homepage and User Data
37:34 Selling to Enterprise Customers
46:42 Generating Curiosity Through Social Media
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