I bet you are doing product activation all wrong.

now have data from all the tests you just did, which will inform you as to what types of things are, and are not, resonating with customers. Look at the messaging you’ve been using, or dig deeper to see at what point each channel failed to deliver customers.

As testing is central to getting traction, you should seek online tools to help you organize and execute your tests, even if they are offline tests. Sean Ellis, growth adviser to Dropbox and Eventbrite, had this to say about this approach: The faster you run high-quality experiments, the more likely you’ll find scalable, effective growth tactics. D

But if you follow the three steps we have outlined above, you will rapidly discover ideas and insights that will produce dramatic gains in activation for your product. To recap, those steps are: map all of the steps that get users to the aha moment; create a funnel report that profiles the conversion rates for each of the steps and segments users b

The activation step is where happy customers are made, and it’s often also referred to as the “aha moment” of a product. Notice in Figure 13-1 that the activation step has the most lines leading out of it. This is what makes activation a causal step.