What’s the one thing that keeps you using a website or app prolifically?
It’s the one ingredient that separates truly addictive and useful products from those still scrambling to captivate their niche. It goes beyond market research, or dominating the conversion funnel, or even the product/market fit (even though all of these are extremely important).
It’s the AHA! moment.
The AHA! moment is the moment at which your users feel they “get it”, they understand how the product works, how the product is going to help them, and how their money/time is being translated into a benefit.
Essentially, the AHA! moment is described to your potential users on your advertising, landing page and email marketing channels you’ve worked hard on. It’s the pain point you’re addressing, and solving. It’s the thing that made them click and sign up (perhaps even put their credit card details in) for. At the point at which users commit their data to you, the race is on to not only engage them, but to make sure you can retain them.
[Tweet “When new users commit their data to you, the race is on to get to the AHA! moment @TomerGarzberg”]
The length of time between user commital and getting them to the AHA! moment could mean the difference between substandard growth, and aggressive user uptake.
So how do you understand what your AHA! moment is? It all starts with your product/market fit, understanding the pain your product solves, and reducing the time to that solution (or moment of realisation of benefit).
The Product/Market Fit
Put simply, the product/market fit is when a product satisfies a market ripe with demand for a solution to a specific problem.
[Tweet “Product/market fit: satisfy market demand for a solution to a specific problem. @TomerGarzberg”]
In the early days of planning your product or service, the idea is generally born out of careful observation of the target market, analysing the pain points which exist. If your product or service can solve those issues, and the market is lucrative enough, you have your product/market fit.
The process is, of course, understanding your market, value and fit.
The Solution to the Pain
At the end of the day, the only reason you’ll ever get acquisitions, and ultimately conversions (and hopefully retention), is because you’ve sold your customers on a solution to end a specific pain point. The best way to ensure new customers trust you, is to convey your story to them. The product journey is as important as the people who built it. Customers need to understand you’ve been where they’ve been, you’re in the trenches with them, and together you’re making things better in your industry.
Building your product/service solution to communicate the solution to this pain point is the fundamental building block to the final offering. Failing to do so creates a cloudy atmosphere, and increases uncertainly when your potential customer’s cold hard cash/plastic is on the line.
[Tweet “Failing to convey your solution, increases uncertainly when hard cash is on the line. @TomerGarzberg”]
Of course, it’s quite normal to build a product that ‘relatively’ solves the pain point based on your own/team interpretation, however it pays to be receptive to market influences and real customer feedback as to what features are important for them to have. If you’re open to to this type of customer-led innovation, your product could actually evolve to better solve the pain points over time, making your offering extraordinarily valuable in the long run.
It’s important to remember that you must iterate this solution through the whole conversion funnel, and once you’ve successfully managed to drive sales across the line, it becomes about making your new customers feel like they haven’t made a mistake. You do that, by giving them the AHA! moment.
The AHA! Moment
As mentioned previously, the AHA! moment is the moment at which the user experiences the true value of the benefits your product is delivering to them. At that point, the connection between your user and the product is at its strongest, and builds a greater opportunity for rabid retention.
Introducing the AHA! moment early in the signup/onboarding process is critical. This drives home the value while the product is still early in the acquisition of a new customer.
[Tweet “Introducing the AHA! moment early in the signup/onboarding process is critical. @TomerGarzberg”]
This process can be experimented with in a number of ways:
To find what works as a value introduction (or the way you display/express it), try A/B testing the onboarding process, and then analysing the cohort segments to find your greatest levels of engagement.
Here’s some examples of AHA! moments portrayed beautifully:
The aim of the game is to make the time to the realisation of the benefits of your product as short as possible. The closer to instant you can introduce that benefit to the onboarding user, the greater chance you have at driving retention rates higher.
[Tweet “Make the time to the realise the benefits of your product short as possible. @TomerGarzberg”]
To measure and act on Time-To-AHA!, follow this general rule of thumb:
Which products have made you instantly fall in love with them due to their AHA! moment? How have you reduced the Time-To-AHA! with your product?← BackNext →