activation

Files (3)

• SKILL.md
• activation.skill
• routing.yaml · evals/

SKILL.md (first lines)

# Activation

User activation is the bridge between signup and habit formation. Activation fails when onboarding forces users through cognitive friction (lengthy profile wizards, empty dashboards, unguided setup) before delivering the core "Aha!" moment. A high-converting activation funnel minimizes time-to-first-value (TTFV), establishes clear milestone checklists, and uses contextual progressive disclosure.

## 1. Defining the Core Activation Metric
Identify the specific early action that correlates with 90-day retention:
- **Slack**: 2,000 messages sent across a team workspace.
- **Dropbox**: 1 file added to a folder on 1 device.
- **Twitter**: Following 30 people (with at least 5 following back).
- **Your Product**: Isolate the binary activation threshold: `[User performs Action X] within [Y hours/days] of signup`.

## 2. The 3-Stage First-Run Experience (FTUX)
1. **The Welcome & Segmentation Fork (Max 3 questions)**:
   - Ask role and immediate objective to branch the user into the relevant setup template.
   - Never ask for non-critical profile data (company phone number, avatar upload) before value delivery.
2. **The Guided Empty State**:
   - Never present an empty white screen or table with "No items found".
   - Seed the workspace with high-quality sample data or interactive dummy templates that show the product in a populated, working state.
   - Provide a 1-click "Clone Sample Project" or "Run Demo" button.
3. **The 4-Step Onboarding Checklist**:
   - Keep checklists between 3 and 5 items.
   - Pre-check Step 1 ("Account created") to trigger the endowed progress effect.
   - Focus remaining steps exclusively on value-generating milestones, not passive tours.

## 3. Time-to-First-Value (TTFV) Optimization Matrix

| Friction Factor | Anti-Pattern | High-Activation Alternative |
|---|---|---|
| **Email Verification** | Hard gate blocking access until inbox link clicked | Soft verification: allow 48 hours of full product access before requiring confirmation |
| **Product Tours** | 8-step modal tooltip walkthrough that users click through | Contextual inline hints triggered only when user hovers or encounters a feature |
| **Data Integration** | Requiring full production API key before testing | Interactive sandbox environment with pre-populated dummy credentials |

## 4. Activation Funnel Diagnostics
Track drop-off across the four activation milestones:
$$\text{Activation Rate} = \frac{\text{Users reaching Aha! Milestone within 48h}}{\text{Total Signups}} \times 100$$
- *Benchmark*: SaaS target activation rate is 30%–45% for self-serve freemium, and 50%–65% for free trial.

## Critical Rules
1. Never force a user to click through a multi-step modal carousel before they can touch the product interface.
2. The primary call-to-action on the first screen after signup must take the user directly into their first project.
3. If an integration is required for core value, provide a 1-click synthetic demo mode.

## Verification Checklist
- [ ] Core activation milestone defined with empirical correlation to long-term retention.
- [ ] First-run experience delivers value within 5 minutes of signup.
- [ ] Empty states contain interactive sample data rather than blank tables.
- [ ] Email verification deferred until after initial session or handled asynchronously.
- [ ] Activation drop-off instrumented at every step of the onboarding funnel.

## Anti-Patterns
- NEVER force users to configure complex settings before showing them what the product looks like.
- NEVER send generic "Welcome to our platform!" emails that do not point to the next incomplete onboarding step.
- NEVER hide the primary creation action beneath nested navigation menus on day one.

From poorvith-mp/skills-marketing, MIT.

More from poorvith-mp/skills-marketing