🥳 Aha! Moment:
The moment when everything clicks and makes sense.
The moment when a new user understands the true value of your product, and why they need it."Aha! now I get it!"This is typically after trying a killer feature for the first time, or unlocking some kind of perk / ability.
✅ Churn
People will typically be less likely to churn, once they've reached their Aha! Moment.
✅ Sharing & referrals
People will be more likely to refer your service after they've reached it.
i.e., focus on getting the individual to their Aha! Moment, before trying to create a viral referral loop.
✅ Complexity & understanding
Often the moment that the value becomes clear, happens at the same time that the user understands the complexity of what it's doing.
e.g., "Oh, I never realized sending money abroad was so difficult, that's why this is so great".
Through testing, Twitter found that if they can get a new user to follow 30 people, then it reduces the chances that they’ll get bored and delete the app.
This story has become start-up folklore, and I’ve worked with many companies who take this message too literally, forgetting the nuance of what they really found:
It’s not enough to just follow 30 random people. You need to follow 30 people who you genuinely care about.
After following 30 people, their feeds were better (i.e., more personalised), and then users were less likely to churn
