When you finish and get to your blank account (even if you skipped all the customization steps), you’ll be greeted with clear prompts to take action. Let’s use a real example! When you create a new Twitter account, you’ll be asked for basic information. It should make the value clear as the user learns to use the tool and walks their first steps. Onboarding should be easy to follow and educational. The onboarding process is vital at this point to communicate value. When your users sign up, they arrive at a critical junction for a new “Aha!” moment (or more than one). By losing a lead before they sign up, you are not just missing a potential customer, you are missing the chance of the future “Aha!” moments that can occur during demos, trials, and product usage. It’s vital that the sign up process is easy to complete and hassle-free. That way you’ll be planting the seed of the current “Aha!” moment, but also of a future moment when those promises are fulfilled. For example, instead of promising a “new way of doing things” (that’s too vague!), tell your users what actual benefits can be achieved by using your SaaS product. Try to avoid abstract concepts and focus on real measurable value that your users can recognize once they have experienced it. Design a clear landing page that communicates the value of the product.You may understand how your product works and what benefits it can provide, but you need to communicate those benefits in a language that users may understand and might be looking for. Marketing campaigns that focus on the real value of your product, from the user’s perspective. Some fundamental ways to increase the possibility of “Aha” moments at this stage are: From acquisition to activation! Users may experience this without realizing it, but even if they don’t notice, you must identify it to make it more effective. As leads arrive and have their first interactions with your product (due to a successful ad campaign, referrals, and all sorts of pipelines) they will form ideas about the ways your product can be valuable to them.Īt this stage, the “Aha!” moment is the pivotal point in which a user that is just “looking around” □, internalizes the value of your product and decides to convert. The first “Aha!” moments happen during sign up. But the art of boosting the “Aha” moment, requires thinking of value from the user’s perspective, and helping them see it making the value something obvious. If they are testing or subscribing, they at least have a hint. You may know exactly what value your product provides, and your users may have an idea too. That means that the random eureka effect must be reinforced by a designed curated experience. In marketing, an “Aha!” moment (or eureka effect ) is an emotional response to the discovery of a product’s usefulness that usually occurs during the onboarding process or at any pivotal point when the real value provided by the product becomes clear and sinks in.īut marketing is not a game of chance or luck but an effort of deliberate design, testing, and improvement. For example, a scientist investigating subject A and ending up discovering the cure to illness B. Ĭoined in the 18th-century serendipity is described as a moment of unplanned discovery. Cognitive neuroscience is finding patterns about how the brain process information to achieve a moment of sudden insight there are stories of this sort like the one about Archimedes, and even there’s the concept of serendipity. The idea of a sudden moment of discovery is not a new thing or a trendy concept.
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