![]() The Aha! moment is the moment that things click for your users, and they discover the value of your product. The Aha! moment is not about teaching your users something new or educating them about a new problem it’s about helping them remember. The Aha! moment resonates with your customers, with the problems, language, and believes they already have. Think about this for a second and what this means for your own product. The Aha is a remembering of what you already knew, articulated in a way to resonate with your own truth”. This usually happens in the early stage of the customer lifecycle, as a part of the onboarding flow.Īs Oprah Winfrey says, “you can’t have an Aha! moment unless you already knew it. In the context of SaaS and product companies, the Aha! moment is the first key moment when users realize the value of your product. The Merriam-Webster Dictionary defines an Aha moment as a moment of sudden realization, inspiration, insight, recognition, or comprehension. If you’re already familiar with the concept of the Aha! moment in the context of product companies, feel free to skip to the interviews. (just to make sure we’re on the same page when talking about this). Is there a tool or tools that you use to guide users towards the Aha! moment?īut before we dive into the interview round-up, let’s briefly cover what is the Aha! moment and why it’s so crucial for your company. ![]() How do you get your users to their Aha! moment?.Is there a specific metric that you track that is related to your Aha! moment?.How did you find your product’s Aha! moment?.Instead of writing yet another theoretical post on “Aha! Moments” we decided to reach out to 17 successful SaaS companies and find out the real-life examples of the Aha! moments that have changed these product companies for the good. ![]() If you’re experiencing challenges with any of the problems above, it means you haven’t found or articulated your Aha! moment to your users. Unfortunately, your product’s value might not be so obvious for your users and customers. It was a clean way of quantifying the value of an important engagement milestone, and we learned that becoming a PQL was a critical step in the trial phase of the customer journey vision.Īre you trying to create a strong customer journey vision? Click here to get our design and persona guides delivered to your inbox to help you get started.Are you struggling to convert free trials to paying customers? Or get your website visitors to register for your tool? Or get people to adopt specific product features?Īs a product founder or marketer, you know your product’s value well. We called users who completed this sequence of engagement steps “product qualified leads,” or PQLs. Like many companies, GoCanvas had definitions of a marketing qualified lead (MQL) and a sales qualified lead (SQL), which were used to track and manage prospects through the inbound sales funnel. It wasn’t the use of some specific feature but having accomplished a specific set of onboarding steps that made the value proposition come alive. How much does it cost again?” We could see the wheels turning in their heads. At a certain point, they would lean back in their chair, their eyes would open wide, and they would exclaim something like, “Ohhh, ah, okay! Wow, that’s really cool! Yeah, I could imagine all kinds of ways to use this at my company. Then we’d see it-the same thing in study after study. Often, they would get stuck or express that they didn’t understand what they were doing as they were doing it. We watched them use the product and had them describe their thoughts out loud. We invited people in our target market to come in for in-person studies. Did using those features cause prospective customers to buy, or were users who were already convinced more likely to use those features? To detangle correlation and causation, we needed to do more customer discovery. For example, we knew that the usage of certain features correlated with higher conversion rates from free trials to paid accounts, but we didn’t know how to interpret those results. We had some early guesses about the engagement activities that mattered most based on our usage data. When I joined GoCanvas as the Chief Product Officer, this was one of my first tasks. ![]() Many companies struggle to connect the dots between early user behaviors in the product and later business outcomes like new logo signups, yet understanding how user engagement correlates to business results is essential for making a business case to invest in UX improvements. The following is adapted from Build What Matters. ![]()
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