Activation
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Activation refers to that stage in the customer journey where a user takes the engagement-related very first action on the website with a product or service. Activation is the key metric in growth marketing, it is measured by actions such as signing up, completing a profile, making a first purchase, or engaging with a core feature.
Why Activation Matters
Implementing an activation strategy increases user retention, enhances customer experience, and improves conversion rates. It ensures that acquired users find value quickly, reducing churn ratio and boosting long-term growth.
Common Use Cases of Activation
- For the SaaS platform, measures activation of the user when they complete the onboarding process for the product or services.
- For an e-commerce store, measure the activation by tracking first-time purchases.
- For a mobile app, activation is defined as completing a key in-app action.
