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How to quickly get customers to successfully use your product

After implementing this playbook, you will be well on your way to getting new customers set up and launched more quickly than ever!
Goal:
Increase Activation Metrics
Time:
80
Journey Blocks:
4

The third stage of the Growth Flywheel is the Activate Stage. At this point, the visitor has signed up to use your product, and we want them to take a particular set of actions in order to receive value from your product quickly.

When it comes to activation, we can’t help but remember the famous example from Facebook. 

In the early days of the social media giant’s meteoric growth, the Facebook product team discovered that users who added 7 friends in 10 days were much more likely to stick around than other users. If Facebook were creating an Activate Smart Journey, they’d prompt their users to add new friends.

The following playbook shows you how we’ve increased activation for 2 of our different software products: our Notifications product and our Smart Journeys product.

After implementing this playbook, you will be well on your way to getting new customers set up and launched more quickly than ever!

The Strategy

This playbook consists of 4 unique journey blocks:

  • Notifications — Install Pixel
  • Notifications — Launch Campaign
  • Smart Journeys — View Playbooks
  • Smart Journeys — Launch Campaign

The first 2 blocks are for our Notifications customers, while blocks 3 and 4 are for Smart Journeys customers.

Journey Block 1
Notifications — Install Pixel

How to create this audience:

To create your first Activate audience, you’ll generally want to target the users who have completed the last step of your conversion funnel. In our case, after entering their credit card, our visitors trigger an event called NewTrial. 

Immediately after hitting that event, the user lands inside our app for the first time.

Our first goal for new customers is to get them to install the Proof pixel on their website. To be sure we are targeting people who haven’t yet installed the pixel, we added 2 extra properties to this audience to identify customers who have yet to copy the pixel to their clipboard. 

When a customer clicks the “Copy Pixel To Clipboard” button inside our app, it fires an event in Segment which then gets passed to Smart Journeys through our direct Segment integration.

In the screenshot of the audience builder below, you’ll see that we identify our audience by finding the people who performed event NewTrial at least 1 time. 

Important note: You’ll notice we also use exclusion logic when defining this audience. The reason we used both “has performed event Copy pixel to clipboard never” and “has performed event Copy pixel to clipboard exactly 0 times” is for redundancy. When it comes to rules, we’re always big fans of including a backup way of targeting our audience.

The block’s design:

For this Activate block, we decided to send our users to our pixel installation guide to give them the info they need to quickly install their on-page pixel. In many cases, it might make more sense to send users right back into the app to take a required action.

If you haven’t yet, be sure to start using merge tags to include a user’s name, their company’s name, and other identifying information you may have collected.

Journey Block
2 Notifications — Launch Campaign

How to create this audience:

After someone has successfully installed the pixel, we want them to launch their first live campaign. We’ve found that users who get a campaign live within the first 14 days of being a customer are far more likely to be retained than those who do not. This is our key activation metric.

We only want this block to show after a user has completed the previous step of copying pixel to clipboard.

To reach our target audience, we created an audience that matched the following two rules: has performed event New Trial at least 1 time AND has performed event Copy pixel to clipboard at least 1 time.

The block’s design:

This is a great place in the funnel to introduce your account management or customer success team. We created a special image with the faces of our team members and uploaded it to the design.

Journey Block 3
Smart Journeys — View Playbooks

How to create this audience:

Now things are getting really really meta... This just became a playbook on how to get our visitors to read our playbooks.

We create our audience by targeting only visitors that have a user ID, which is assigned only when someone successfully signs up for Smart Journeys

Here, we are creating our audience by finding those people that have any group trait, which is a feature available in Segment.

The block’s design:

Journey Block 4
Smart Journeys — Launch Campaign

How to create this audience:

If a visitor has never published a Smart Journey, but has a userID and has viewed our playbooks page at least once — then it’s time to push them to launch their first Smart Journeys campaign.

The block’s design:

This block is similar to the one in step 2. In this design, you see Chris and Collin, 2 of our account managers, encouraging visitors to log in to their account

Moving out of “Activate” and into “Engage” 

After a new customer reaches the point of activation, they officially move into the Engage stage of the Proof Growth Flywheel. 

The Engage stage is where you help visitors squeeze all the value out of your product that they possibly can — which helps reduce churn and consequently, increase retention.

Check out our Engage Playbook to see how to build the next steps for a highly personalized customer journey your visitors will love.

Final Say

Activation is an extremely important driver to focus on, but many companies don’t know how to move it. 

Typically any activation effort is delivered through in-app prompts and walkthroughs — but now you can sync up those walkthroughs with messaging on your marketing site. PM’s and growth engineers everywhere are rejoicing as I type this because Smart Journeys makes moving the activation metric easier (and it requires no engineering work).

Convert more visitors with Experiences by personalizing your website call to actions.

Learn about Experiences