{"id":82708,"date":"2024-08-20T11:40:44","date_gmt":"2024-08-20T10:40:44","guid":{"rendered":"https:\/\/www.prodpad.com\/?post_type=pp_glossary&p=82708"},"modified":"2024-08-20T11:40:45","modified_gmt":"2024-08-20T10:40:45","slug":"user-activation","status":"publish","type":"pp_glossary","link":"https:\/\/www.prodpad.com\/glossary\/user-activation\/","title":{"rendered":"User Activation"},"content":{"rendered":"\n
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What is User Activation? <\/h2>\n\n\n\n

User activation describes the moment when a user first discovers the core value of your product. It\u2019s an important part of your product onboarding<\/a> process, as it defines when a user shifts from being a visitor to an active participant in your product or service. 

When a user first lands on your product, they are merely just explorers checking out what you offer. Imagine them as settlers discovering new land. They\u2019re looking to see if this place is worth sticking around in. While stumbling around the landscape, they’re not active yet, and can easily turn around, jump back on their ship, and leave. However, once they dig into the soil and find that this land has gold, they\u2019re suddenly encouraged to stay put. They\u2019ve seen what this area offers and are now activated. 

As a Product Manager, you need to show these users that your product is a goldmine early on. You need them to discover the value of your product or feature as soon as possible. The quicker you can achieve user activation, the better. 

But user activation isn\u2019t one specific thing for everyone. In fact, it changes depending on the service you provide and your industry. For example, an eCommerce platform may define its user activation as the moment someone adds an item to their shopping cart. For a social media platform, user activation may be when a visitor follows their first account. Essentially, the moment you achieve user activation depends on what task you want your users to perform that demonstrates that they\u2019ve found the value in your product.

User activation is a crucial metric, as it demonstrates that a user has not only grasped how to use your product but that they\u2019ve also seen the value the product provides firsthand. This can help grow customer engagement, your adoption rate<\/a>, and your conversion rate. <\/p>\n\n\n\n

How is User Activation different from User Acquisition?<\/h3>\n\n\n\n

User acquisition and user activation measure two different points in the buyer’s journey. User Acquisition comes first, and activation comes later. Users are considered acquired when you bring them over to your platform; when a user signs up and makes an account. These users can still drop off. They\u2019re not invested or committed to your product yet. 

Activated users are the ones who have completed an action that demonstrates the core value of your product. They\u2019ve had that light bulb moment that makes them think \u201cOh, this product is pretty cool, let\u2019s see what else it can do\u201d. Essentially, you want to turn acquired users into activated ones. 

When activated, these users are more likely to become customers and continue to use your service. User acquisition is getting people to come to the party. Activation is when they buy a drink and stick around. 

Both of these are pirate metrics \ud83e\udd9c, also known as AARRR metrics<\/a>. This stands for Acquisition, Activation, Retention, Referral, and Revenue and are five user-based metrics that businesses should be tracking. Developed by Dave McClure<\/a> (not Blackbeard), this was created to help businesses focus on metrics that matter.  <\/p>\n\n\n\n

What\u2019s the difference between User Activation and The Wow Moment?<\/h3>\n\n\n\n

User activation and the wow moment are quite heavily linked. They both represent a moment when the user finds the value in your product. In fact, for user activation to happen, the user needs to achieve that wow moment. 

The wow moment<\/a>, also known as the aha moment, is when a user starts to get what\u2019s great about your product. It\u2019s a moment of clarity where the user starts to appreciate the benefits of your product more deeply.

Although extremely similar, there are subtle differences between the two. The wow moment is more emotional and perceptual. It\u2019s a feeling users get that makes them think that your tool is going to be a great product. User activation is more concrete. It\u2019s a milestone that users hit that signifies that they\u2019re experiencing the best of what your tool has to offer. The user has performed a task to demonstrate the value of the product. As a result, user activation can actually be measured. 

Here\u2019s an example of the two for a Product Management tool like ProdPad: <\/p>\n\n\n\n