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User Activation
Build a Better Product Strategy
Content
What is Activation?1
Why is Activation Important?
2
How to MeasureActivation in Heap
3
How Heap used Heapto improve User Activation
4
Product Roadmap(Informed by Activation)
5
Q&A6
Intro to Activation
Growth Metrics
User Activation – Build a Better Strategy, August 2019 4
AcquisitionCustomersSigning Up
ActivationFinding Value
in your product
RetentionContinue to come
back over time
RevenueRenewals, up-sells,
cross-sells
ReferralCustomer advocates
on your behalf
Growth Metrics
User Activation – Build a Better Strategy, August 2019 5
Acquisition Activation Retention Revenue Referral
“We just topped 1
million signups!”
“We have a 42%
DAU/MAU ratio”
“Our D7 retention is
64% and our D30 is 39%”
“We have $40m ARR and $7,000 CAC”
“We got 13,987 likes on our customer’s
tweet”
“Activation is the moment your customer derives value
from your product”
Lincoln MurphySixteen Ventures
User Activation – Build a Better Strategy, August 2019 6
Why Does Activation Matter?
How to Measure Activation
User Activation – Build a Better Strategy, August 2019 8
How to Measure Activation
User Activation – Build a Better Strategy, August 2019 9
Start Tracking User Behavior
User Activation – Build a Better Strategy, August 2019 10
1 2 3 4 5
Define what Active Means to You
User Activation – Build a Better Strategy, August 2019 11
2 3 4 51
Adding 7 friendsin first 10 days
Following 30 usersin your first week
Running a Querywith a GroupBy
2
Identify the Ideal CustomerJourney to Activation
User Activation – Build a Better Strategy, August 2019 12
2 3 4 51 3
Implement Experiments and ChangesTo Improve Activation
User Activation – Build a Better Strategy, August 2019 13
2 3 4 51 4
User Activation – Build a Better Strategy, August 2019 14
Repeat!
2 3 4 51 5
How to Measure Activation
User Activation – Build a Better Strategy, August 2019 15
5
4
3
1
2
Start Tracking User Behavior
Define what Active means for you
Identify the Ideal Customer Journey to Activation
Take action to improve ActivationReduce Friction • Customer Nurturing • Re-engage users
Repeat
How Heap Measures Activation
Heap on Heap
User Activation – Build a Better Strategy, August 2019 17
Evolution of our Definition of an Active User
2017 2018 2019
User Activation – Build a Better Strategy, August 2019 18
Has done Sessions in past
30 days
Has done Sessions and
Saved a Report
Has done Sessions and:
● Defined an Event● Identified Users● Ran a Query● Saved a Report● Created a Dashboard● Taken a Heap University
course
What Heap told us
User Activation – Build a Better Strategy, August 2019 19
When someone activates in their first experience, this form of engagement results in a 2x user retention rate that is stable starting in their first week throughout their
lifetime as a user. No other activation event hypotheses had the same effect.
What Customer Needs Have We Had to Address?
User Activation – Build a Better Strategy, August 2019 20
How can Heap be less of a blank slate?
What business questions I can ask and how can I formulate those questions in Heap?
How can I more easily share analysis in a Dashboard with colleagues?
How can I more easily define events in Heap?
Cross-Functional Team Actions Taken
User Activation – Build a Better Strategy, August 2019 21
Product Customer Success Marketing
Activation focused features Standardized Trainings Retention Marketing
● Home Dashboard● Dashboard Email Reports● Suggested Reports● Path Analysis● Event Definition QA
Features
● Admin vs. Data Consumers● Heap 101 & Heap 102
● New User invite Flow
In-App Guides
● Walk-Me
Customer Data Maturity Curve
Sophistication
Act
ions
Ava
ilabl
e
Level 1: Measure
Level 2: From measurement to
action
Level 3: Optimize Engagement, Conversion, Retention
Level 4: Centralizing
Customer Data
Level 5: Automated Decisioning
User Activation – Build a Better Strategy, August 2019 22
What Heap Told Us
User Activation – Build a Better Strategy, August 2019 23
When someone uses a group by in a query, this form of engagement results in a 2x user retention rate that is stable throughout their lifetime as a user.
The Heap Customer Success Journey
User Activation – Build a Better Strategy, August 2019 24
Activation Expansion Retention
Day 60 Day 275 Day 365Day 1
We define an “active” event as a defined event that has been queried in the Heap UI or synced to a warehouse in the last 30 days
If account < 30 days old, Customer Health level is always Green
If account is 30-60 days old, Customer Health is Yellow if there are <= 10 active events, otherwise it is Green
User Activation – Build a Better Strategy, August 2019 25
If account is > 60 days old, Customer Health is Red if there are <= 10 active events, otherwise it is Green
Optimizing for Value in the Activation Phase
Thank You.Learn more at heap.io.
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