September 7, 2023

Common Mistakes B2C Companies Make in Improving Activation and How to Avoid Them

Discover the common pitfalls B2C companies encounter when trying to enhance activation rates, and learn strategies to steer clear of these mistakes.

Ananya Vairavarajan

In the competitive landscape of B2C companies, activation is a crucial step towards success. It is the key that unlocks a user's initial positive experience with the product, leading to higher engagement and, ultimately, conversion.

However, many B2C companies fall into common traps when trying to improve activation rates. In this article, we'll explore these pitfalls and provide effective strategies to avoid them, helping your company achieve the activation success it deserves.

Common mistakes to watch out

When it comes to improving activation rates, the following pitfalls can hinder your progress if not addressed proactively:

Pitfall 1: Relying solely on the first session

A common mistake is overemphasizing the importance of a user's first session. While it's vital for a positive initial experience, it shouldn't carry the entire weight of activation. Users need time to explore and understand your product's value. By fixating on the first session, you may overlook subsequent interactions.

Activation is an ongoing process beyond the first session. To ensure user activation, provide a seamless experience throughout their journey. Focus on not just the first session but also subsequent interactions, onboarding, and ongoing support.

Pitfall 2: Pushing users towards the "Aha" moment

Guide users to the "aha" moment in your app but avoid pushing too hard. Let users explore at their pace. Offer resources like tutorials and tooltips for a personalized experience. This increases the chance of a genuine "aha" moment and long-term activation.

Pitfall 3: Limiting activation to a single path

Avoid a one-size-fits-all activation approach, as users vary in needs and preferences. Instead, offer multiple onboarding paths for customization. Users can choose step-by-step guidance or a hands-on approach, improving engagement and activation success. This flexibility accommodates diverse learning styles and ensures user comfort and support during onboarding.

Effective strategies to boost activation rates

Now that we've identified the common pitfalls to avoid, let's explore effective strategies to boost your activation rate:

Personalize the user experience for maximum engagement

Personalization is key to improving activation rates. Use user data to understand preferences and pain points, then customize onboarding tutorials to cater to individual needs.

Recommend relevant content based on user interests to help them discover your product's value. Utilize personalized notifications to keep users engaged and prompt specific actions. Personalization enhances the activation process and strengthens the user-brand connection.

For example, to curate personalized recommendations, Blinkist asks you about the genre in which you want to invest yourself based on which, it shows you a list of book suggestions as a part of the subsequent onboarding process.

Asking relevant questions to personalize onboarding, Blinkist

Continuously educate and guide users along the way

Activation requires continuous support and education. Provide regular educational resources like tutorials, webinars, and blog posts to empower users to fully utilize your product. Implement in-app guidance with interactive tooltips and walkthroughs for real-time assistance, reducing friction and increasing activation rates.

For example, onboarding tooltips in the Product Hunt app help activate its users by providing guidance and education about the app's features and functionality. By providing tooltips at the right moments, it simplifies complex functionality and guides users through the learning process.

Product Hunt educates new users about the features

Pinpointing and addressing drop-off points

Analyzing your activation funnel is essential for identifying user drop-off points during onboarding. These points indicate potential issues that hinder activation. To address them effectively:

  1. Collect User Feedback: Use surveys or feedback forms to gather insights directly from users. This feedback highlights challenges users face during onboarding.
  2. Leverage Analytics: Analyze user behavior data to identify patterns and trends that reveal where users struggle or lose interest. Make data-driven decisions to optimize onboarding.
  3. Conduct User Testing: Observe users navigating your product to uncover usability issues and areas needing improvement. Gather qualitative insights for informed design decisions.

By personalizing the user experience, offering ongoing support, and optimizing onboarding, you can boost your activation rate and drive user engagement. Remember, activation is just the beginning of a long-term relationship with users, so prioritize a seamless and valuable experience.

LazyPay uses Plotline to reduce dropoffs in the loan journey

Build an extraordinary mobile app onboarding with Plotline and increase your activation rates

Plotline enables you to build best-in-class onboarding experiences with in-app messages, without engineering effort.

With Plotline, product and growth teams can effortlessly create and publish targeted in-app messages, such as tooltips, coachmarks, in-app videos, animations and more.

If you'd like to improve your activation metrics and explore further, start your free trial with us.

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