Lesson objectives
- Define an activation event
- Design behaviour-based onboarding
Define activation
Activation is the first moment a user experiences the core value - for example, sending their first campaign or inviting a teammate. Look at which early actions correlate with users who stay and pay.
Onboarding that works
- Ask one or two setup questions to personalise the first experience.
- Show a short checklist leading to activation.
- Use templates or sample data so the product isn't empty.
- Trigger emails based on what users did - or didn't - do.
- Sign-up
- Setup checklist
- Activation event
- Upgrade prompt
Action steps
- Write down your activation event
- List the steps a new user must take to reach it
Checklist
- Activation defined and tracked
- Onboarding emails triggered by behaviour