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?
As a product founder or marketer, you know your product’s value well. Unfortunately, your product’s value might not be so obvious for your users and customers.
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.
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.
We asked five important questions:
- What is your product’s Aha! moment?
- How did you find your product’s Aha! moment?
- Is there a specific metric that you track that is related to your Aha! moment?
- How do you get your users to their Aha! moment?
- Is there a tool or tools that you use to guide users towards the Aha! moment?
But 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. (just to make sure we’re on the same page when talking about this).
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.
What is an Aha! Moment?
The Merriam-Webster Dictionary defines an Aha moment as a moment of sudden realization, inspiration, insight, recognition, or comprehension.
In the context of SaaS and product companies, the Aha! moment is the first key moment when users realize the value of your product. This usually happens in the early stage of the customer lifecycle, as a part of the onboarding flow.
As Oprah Winfrey says, “you can’t have an Aha! moment unless you already knew it. The Aha is a remembering of what you already knew, articulated in a way to resonate with your own truth”.
Think about this for a second and what this means for your own product. The Aha! moment resonates with your customers, with the problems, language, and believes they already have. 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 is the moment that things click for your users, and they discover the value of your product. This could be when a user activates a specific feature or reads something on your website or in your app — it’s that touchpoint or activity that truly resonates with them and helps them realize that they can benefit from your product. This activation moment is the difference between the users that churn and the ones that become loyal customers of the product.
Your job is to find that moment and make it as accessible as possible by eliminating any other distractions that get in its way.
There are two types of Aha moments that you might experience: your Aha moment! and the users’ aha moment. The first one is that emotional point in the life of your startup that you realize that you have an Eureka moment, a key idea or insight on what to build to make your customer’s life easier. The Aha! moment from the perspective of your users, is that point in the user lifecycle when they realize key value from your product. Often these two types of Aha! moments are not one and the same. It’s your job to identify what specifically your users find valuable and double down on it when building your product.
Specific user actions or behaviors usually correlate with the Aha! moment. A popular example is Facebook’s “7 friends in 10 days” — users who added 7 friends in their first 10 days after signing up were more likely to stick around and become active customers. Use a tool like Mixpanel or Heap to analyze your most active customers (your power users) and try to find common patterns of actions or behaviors within that segment.
A note on correlation and causation: I’ve already shared my cautionary note about correlated vs. causal metrics when we discussed traffic. The same premise stands true when we talk about the Aha! Moment. A correlation between variables doesn’t automatically mean that the change in one variable is the cause of the change in the values of the other variable. I.e., adding 7 friends doesn’t mean that a user is automatically activated, it’s just a correlation between the two variables.
With that out of the way, let’s jump in the interviews and see how these successful companies have found their Aha! Moments and how you can apply their tips in your own product.
17 Real-life Examples of Aha! Moments
Wishpond
Nick Steeves, Chief Product Officer
Wishpond is a platform designed for growth, it makes it easy for marketers to create landing pages and contests, track leads, send emails, and more.
What is your product’s Aha! Moment?
Our product’s Aha! Moment is when a user designs their Campaign, such as a landing page, contest, or popup, then clicks Publish, and they see that they’ve immediately published a live campaign that they can share with their audience. Most users think that there’s a lot of technical work required when it comes to publishing pages online, but when they see that it just takes a few minutes to go from a starting template to a live landing page without any code, the immediate, tangible value.
How did you find your product’s Aha! Moment?
A combination of funnel analysis and customer interviews. One part is looking at the data and seeing which actions increase custom activation and retention. The other is actually talking to customers to learn where they find value in the product.
Is there a specific metric that you track that is related to your Aha! Moment?
Free Trial to Paid (meaning users who signed up for a free trial and then pay)
How do you get your users to their Aha! Moment?
- Decreasing UX friction and steps to finish tasks (through user testing)
- Pre-made templates that take care of a lot of the initial setup for creating campaigns
- Live chat and in-app auto-messages for answering user questions
Is there a tool or tools that you use to guide users towards the Aha! moment?
Live chat and in-app auto messages are the most effective. We want to be right there in the app to answer questions when they come up, and even before users know they have them.
Trainual
Becky Winter, PR & Marketing Manager
Trainual brings every process, policy, and procedure for every role and responsibility together into one simple app that makes it easier than ever to onboard, train, and scale your knowledge for growth.
What is your product’s Aha! Moment?
Trainual’s Aha! Moment happens when a business owner or manager brings somebody new on the team and realize that because of Trainual, they can be nearly completely hands-off while that person gets up to speed and productive. It’s the automation of the mundane parts of training, leaving more room for the company culture and human moments that matter.
How did you find your product’s Aha! Moment?
Trainual was born out of a small business consulting agency and as a beta app, we realized that the first companies to ever try it were scaling faster and more efficiently than ever. These were consulting clients, one of which grew from 3 to 30 locations, one from 2 to 200 employees, another tripled revenue, and another sold. When we asked these early users what they felt was attributing to their fast success, they said streamlining then training and operations with Trainual was a major piece of the puzzle.
Is there a specific metric that you track that is related to your Aha! moment?
When we’re looking at customer activation and getting them to their Aha!, the value and utility of Trainual is realized after people have created content, added their team, and experienced the ease of business knowledge transfer.
How do you get your users to their Aha! Moment?
Our dedicated team of Customer Success and process experts, guide each and every new user through an activation journey that gets them set up for success and building a system they can scale on.
Is there a tool or tools that you use to guide users towards the Aha! moment?
We’ve designed a lot of our own proprietary tools and features in-app, but from an onboarding, messaging perspective, we make use of Intercom.
Usersnap
Usersnap is a visual feedback tool that allows users to send annotated screenshots captured directly in an application/browser and experience ratings as customer feedback or issues.
“While the ease and accuracy of the feedback were what we thought added the most value. Our customers love and praise the product for its integrations to project management, help desk, and CMS tools even more!” said co-founder and CEO of Usersnap Josef Trauner.
The amazingly smooth workflow from collecting feedback with Usersnap then receiving the items in Jira, Slack, Zendesk and/or other 30+ tools saved teams a great deal of time in which made them go “Aha! I need this!”
From there, Usersnap focused on building more end-to-end use cases to connect their product with other daily tools used by their audience.
“To help users get to this Aha! moment, our website features logos of most commonly used integrations” Product Marketing Manager Ashley explains, “Another breakthrough was targeting campaigns to the users of those tools, like our page on Atlassian Marketplace about our Jira integration attracted many power users.”
Browserless.io
Joel Griffith, Founder
Browserless.io is headless Chrome service provider for all your browser needs.
What is your product’s Aha! Moment?
This is a tricky one for us, as it’s not super apparent you need a service to run headless browser workload until you get to the point where you run into scaling pains. Generally, you want to be a bit ahead of the “aha” moment as it gives you some time to set some level of expectations, but you can generally only change so much!
The moment I like to think of is when our users, who write and run their own applications, are trying to massively scale their headless workloads. The sort of naive approach is to bundle and run a browser with the application, but this has numerous downsides and makes it hard to scale horizontally.
I like to say that your application should separate the browser from the app code, so that way you can scale both as needed. Once you have a good layer in between, much like separating a Database from an app, then the lights come on!
When that happens, you’re free to have massive traffic throughput, and scaling worries just go away. The beautiful thing is that this only requires a one-line code change to happen in most cases.
How did you find your product’s Aha! Moment?
Quite organically, actually. I was at the point where I was writing an app myself, using a prototype version of browserless, when I realized that in order to scale with spiky traffic, I’d need some way to logically separate the “app” code and the headless browser. After doing some digging in different APIs, I realized that most libraries offer a way to remotely connect to a browser instance, and the light bulb went on. It was at this moment that I realized the power of browserless and decided to pivot into working on it versus my prior product. It was truly that powerful.
Is there a specific metric that you track that is related to your Aha! Moment?
I generally see it once our users go from a single instance of browserless working for them, to two or more. This is the time where they’ve realized that scaling out is as simple as pressing a button and that they can go back and forth without any fuss whatsoever.
How do you get your users to their Aha! Moment?
This has changed over time, as it used to be me telling them why this is so powerful, but now more and more users are already aware of the power that they’ve already arrived at aha-land before even getting started. Once you realize what this capability can do for you, it can help you feel at ease with whatever you’re working on.
Merely knowing that we can handle the load for you in a seamless way is a comforting thought!
Is there a tool or tools that you use to guide users towards the Aha! Moment?
This is something I’m currently thinking a lot about. I think having a “wizard” of sorts when starting up can help guide the journey to this realization, but it’s hard to craft this moment artificially.
Stealing the moment, or trying to “inject” it really robs it of its power, and I think using the Socratic method of guiding users there is where I’m trying to head. Once they find this eureka moment, the power really sets in, and they’ve discovered it for themselves, which can also be an empowering step as well. If I do figure out this alchemy, I’ll be the first one to preach about it!
Ordermark
Macy Walp, Director of Marketing
Ordermark supports a range of online ordering services so restaurants can maximize their reach and revenue, all through one printer.
What is your product’s Aha! Moment?
I think the biggest Aha! Moment was realizing that restaurant owners were not only searching for a way to manage having multiple platforms, but also looking for an efficient way to manage operations, understand their business with cross-platform analytics, and get onto as many platforms available to them in their delivery radius. It wasn’t just about simplifying the process, but realizing we could help restaurants grow their business and reach customers they’d never been able to reach before.
How did you find your product’s Aha! Moment?
Once we looked at the data and realized that restaurant owners were able to increase their revenue by tapping into additional platforms, it was off to the races.
Is there a specific metric that you track that is related to your Aha! Moment?
Of course, it’s important to look at the data of when and where orders are coming in. Are restaurant owners getting fewer orders by being on just one platform? Or are they getting more orders with each platform?
We know that online ordering apps are sticky; customers that have a preferred platform aren’t going to download a new one just to order from a specific restaurant, they’ll find another restaurant option.
How do you get your users to their Aha! Moment?
Restaurant owners know that it’s essential to offer online ordering, but the operational chaos of managing many platforms is enough for any restaurant owner to say “this is too much, I give up”.
That’s where we come in. Giving operators freedom and control over their online ordering allows them to add more platforms, and they can’t deny the numbers.
Is there a tool or tools that you use to guide users towards the Aha! Moment?
The Ordermark Dashboard! Everything they need to manage their online business is at their fingertips, giving them robust data to make better decisions on things like menu items and staff requirements.
Stackify
Alexandra Altvater, Director of Marketing
Stackify offers the only solution that fully integrates application performance monitoring with errors and logs.
Our product’s first Aha! Moment actually came before the product even existed.
Our founder, Matt Watson, needed a tool when he was coding to give him more insights while he was working at VinSolutions. Developers didn’t get enough insights into what was happening with their code once it was released to production.
While building VinSolutions, a company he later sold, our founder, Matt Watson, struggled to find the code-level insight necessary to improve the health of his applications once deployed to a production environment.
From that struggle, Stackify developed two solutions we now call Prefix, a lightweight pre-production profiler, and Retrace, a developer-friendly application performance management tool.
In our sandbox, users first experience how streamlined, integrated errors and logs make spotting performance bottlenecks. Following this, many are eager to see what Stackify could uncover in their applications. This is a pivotal moment because it showcases robust insights into what’s happening with users’ applications all in one place and to a granular level. Ultimately, our goal, both in-house and with our customers, is to get developers to write better code, spend more time shipping code confidently, and less time fixing things.
We offer a variety of ways to get users to their Aha! Moment. On our website, we use chat, and in the product, we use an in-app guide tool. We also use marketing automation to encourage trial users to get to their Aha! Moment by getting installed and seeing Stackify Retrace true value sooner.
We offer consultation via live chat and more in-depth customized demos. Users can also follow in-app guides to get the most out of their free trial. We also use marketing automation to encourage trial users to get to their Aha! Moment by getting installed and seeing Stackify Retrace true value sooner. In addition, Prefix is available for download; no purchase required.
Scraper API
Ian Kerins, Co-founder
Scraper API handles proxies, browsers, and CAPTCHAs, so you can get the HTML from any web page with a simple API call!
Scraper API’s Aha moment is its simplicity of use. Straight out of the box, users get access to a sophisticated and reliable proxy network that enables them to scrape the web at any scale just by querying our API. Users can effortlessly scale from thousands of requests per month to hundreds of millions, and scrape some of the web’s most complex websites with no additional development work on their side. Simply build their crawlers and let us deal with the rest.
Once users try Scraper API, they immediately see its value. So our #1 goal is to get as many users as possible to give the API a try. We do this by making it as simple as possible to get started. We offer all users 1,000 free API calls to get started straight away and regularly work with new users to customize the API for their particular scraping needs.
Stampede
Chris Wilkie, Head of Growth Marketing
Stampede offers easy digital marketing automation for offline businesses.
Aha! moment for Stampede Customers:
Offline businesses can capture customer data through existing Guest WiFi and use it to better understand their customers.
These insights can be used for customized, automated marketing, making communicating and engaging with customers easier and more effective. It helps bring in new customers too by boosting their social media and giving them control over their reviews.
So the WiFi does not only benefit customers but also provides value to the business, impossible without Stampede.
Aha! Moment for the Stampede business:
Our founder, in a previous job, found that small businesses had unreliable, insecure WiFi on the whole. Many had a password scrawled on a wall or chalkboard somewhere.
The aim is to give customers a smooth WiFi experience. Replacing those unpleasant WiFi login screens and the password on the wall by a branded splash screen. At the same time, this works as a data capture tool for businesses.
Especially smaller businesses, who have previously missed out on the chance to collect data from people coming through their door, are provided with a simple tool. So far, only available to bigger brands with big budgets.
How do you get your users to their Aha! Moment?
Our software opens up a completely new opportunity coming from a free service that is usually set up once and then forgotten about. Showing business owners the insights they can get from it, but also that marketing does not have to be complicated and time-consuming.
OmniConvert
Valentin Radu, Founder and CEO
Omniconvert is a conversion rate optimization platform that allows marketers to deploy A/B tests, surveys, and personalization experiments with minimum help from the IT
Back in 2016, after three years of existence at Omniconvert, we were severely hit by customer churn. No matter what kind of onboarding sequences and methods we used, the churn was high.
Then, after research within the customer database, we realized that our customers were ranging from solopreneurs and agencies, to lead generation websites and eCommerce sites.
So we decided to segment our customers based on their lifetime value, the features they were using form our product, and the level of support they needed from us. That was our Aha! Moment!
The agencies and eCommerce companies from the US were our ICP (editor’s note: Ideal Customer Profile).
They knew how to run data-informed A/B testing experiments and use our advanced segmentation. That meant they needed less support from our end, and they were more successful in using our product than all of the other customers.
Defining our ICP (ideal customer profile) was one of the best decisions we’ve made. That changed everything in our company: from how we ran marketing campaigns, to how we decided the product roadmap, and how we prioritize the support for different segments of customers.
Alpha Software
Amy Groden-Morrison, VP of Marketing and Sales Operations
Alpha Software allows anyone to build powerful, enterprise mobile apps while giving IT the control to manage the environment and integration.
Before introducing our new mobile app development environment in 2013, we began beta testing with existing customers. We had focused on security, integration, user experience, responsive design — all the things that you’d expect when building mobile apps.
But by soft launching with customers and testing in real-world environments, we immediately uncovered a huge problem that competitors, analysts, and press weren’t discussing: despite extensive WiFi and cell networks, users often worked in areas without a dependable connection.
In huge warehouses, in remote field locations, in new construction areas, in areas with taxed WiFi networks, on country borders – apps had to work offline.
This was an “Aha!” moment for us that resulted from close our customer relations. The insight led us to build the most robust offline capability in the market into our products and secure the InformationWeek Technology of the Year Award, analyst accolades, and a patent for the feature. And most importantly, our customers love it!
CloudCampaign
Ryan Born, Co-Founder
Cloud Campaign is a powerful social media marketing platform designed for SMBs and agencies alike. It supports easy scheduling and recycling of content in a drip campaign.
At Cloud Campaign, our “Aha moment” is when the marketing agency sees our product with their branding on it.
To discover that white-labeling was so critically important for our target customer of marketing agencies, we interviewed about 500 agency owners and freelancers over an 8-month period. Having a fully white-labeled product allows our customers to charge a higher retainer to their clients, so it has a real business impact.
Knowing this, we shifted our marketing and sales approach to really focus on the white-labeled aspect of our product and even offer it for free as a form of customer acquisition.
Rather than forcing customers to find this Aha moment on their own, we manually customize the product for every single customer, which has decreased our activation churn to less than 1%.
Systeme.io
Aurelien Amacker
Systeme is an all-in-one marketing software that helps you launch your business.
A few Aha! Moments have helped us get Systeme.io from 0 to 1M in ARR:
The product’s Aha! Moment:
I had been thinking for a while about building a tool to help people launch their online business, and the logical conclusion was, “we need all of the core features in a single place”.
But I thought it was impossible to build so many features. It was only after failing miserably (and wasting a year and €30,000) that I found the right team of talented developers to execute on this idea.
Gradually we started building the tool and using it in our own business. We use systeme.io to manage our entire business — sales funnels, email lists, membership site, affiliate program — and currently make about $140,000 per month in revenue.
The pricing’s Aha! Moment:
Initially, I thought we would go freemium but when I talked about this idea to potential affiliates the feedback was always the same “what would I earn as an affiliate?”
So we decided to offer a free 14-day trial and a low starting price — $27 per month. This is extremely affordable, considering that our main competitors start at $97 per month.
With that pricing, we’ve received price objections. People were thinking “if it’s cheap then maybe it’s not good”, but I knew the product was robust and I knew people could try it for free and see for themselves.
Indeed we started making sales on a daily basis right from the beginning.
The growth’s Aha! Moment:
We went from 0 to 2,500 customers in just 18 months, but it’s just recently that I got the full picture of our sales funnel:
- We get about 10,000 new leads per month on our email list from affiliates and organic traffic.
- Out of these 10,000 leads, about 50% (5,000) sign up to try systeme.io for free.
- Out of these 5,000 free trials, about 8% (400) purchase a paid plan.
When I realized this I was like “damn, we need more leads!” and this is what we are working on right now.
Uploadcare
Lyudmila Kudriavtseva, Editor
Uploadcare is a complete file API for developers and online business. The platform allows you to receive files from your users via File Uploader or File Upload API, improve site performance with image optimizer, implement image transformations and adaptive delivery with Image CDN, and get HIPAA-compliant secure storage.
There are several Aha! moments in our product:
- File Uploader Configurator. While using it, customers recognize its relevance for their particular business cases.
- Image insights report. It shows how the images on a website could be optimized, how it affects the page load time and other performance factors.
- An interactive demo on our website’s main page that illustrates how the adaptive delivery works.
We discovered these moments by analyzing the behavior of our new users who had recently signed up and started to explore the product. Their first sessions uncovered several important behavior patterns.
The key metrics related to our Aha! moments are Time To Value and the conversion rate from sign-ups to active users.
We implement the Aha! moments and measure their effect on each phase of the AAARRR (editor’s note: Awareness, Acquisition, Activation, Revenue, Retention, Referral) funnel.
For example, we added the Adaptive delivery interactive demo to our landing page: it shows how a large image gets adjusted to five different user contexts considering their locations, browser and connection types, and other factors. This demo helped us raise the conversion rate from page visits to sign-ups by 32%.
We introduce our Aha! moments to the users along the whole customer journey: in our ads, landing pages, email campaigns, within the onboarding process, and the product itself. We had been testing the moments using Intercom but switched to our own tools recently.
LiveAgent
Michal Kouril, Marketing
LiveAgent is the most reviewed and #1 rated help desk software. Queries from all communication channels (emails, chats, calls, FB, Twitter, customer portal…) are stored in one place.
What is your Aha! moment?
When a user first finds the value of our help desk software, either increased productivity, conversion rates, response speed or decreased cart bounce rate.
How did you find your Aha! Moment?
For our flagship product, Post Affiliate Pro (2004), we needed a customer service tool, that would help us in providing excellent customer support. We couldn’t find any suitable solution, so we decided to create our own one – LiveAgent, but only for our own purposes at that time. When we received good feedback and many questions about our support tool, we thought that we could try to sell LiveAgent. We were right. LiveAgent is used by thousands of companies worldwide since then.
How do you get your users to their Aha! Moment?
We offer a 14-day free trial for all users, with onboarding steps, email, and our instant chat help, we are able to show and explain how LiveAgent increases the productivity of their teams and helps them grow faster.
Rankwatch
Supriya Savre, Head of Marketing & Communications
RankWatch is an all-inclusive SEO tool. We assist our clients with all their SEO necessities through our towering range of features, including rank tracking, competitor analysis, site auditor, and more.
We focus on delivering results with our multitude of actionable data to ensure our users’ sustainable growth in the entire SEO vertical.
What’s your Aha! Moment?
Over the years, we’ve had several Aha! Moments – If we talk about this year, the launch of our two exclusive features: Competitor Analysis module and Site Auditor, along with redesigning our blog. Also, we have a lot in store for our users in 2020.
How did you find your Aha! Moment?
It wasn’t easy. We did a lot of research to come one step closer to our goal of becoming the best SEO tool online. We provide users with accurate rankings of their keywords, along with a massive backlink database that helps them create a data-driven SEO strategy. However, all we needed was a website auditing tool that can perform a comprehensive analysis of any domain and prepare an actionable report to help users find and fix every on-site issue.
How do you get your users to their Aha! Moment?
We have many users (25,000+ approximately), and we can’t possibly know what was their Aha! moment. Our customer support team and client handling team make sure that we actively satisfy the requirements of our users. Taking in their considerations and making it a point that we hear their product-related issues and help them solve their problems through our product.
Venga
Stephen Motion, Director of Sales and Marketing
The Aha moment for Venga is delivering actionable data points to restaurant operators so they can personalize the dining experience of their guests. As we live in an experience economy it’s becoming more important to deliver hyper-personalized experiences.
Venga’s data points range from visit frequency, historical check level spend information down to the guests, social media information or their logged dining preferences.
Venga’s Aha moment was the brainchild of our co-founders and Chef Jose Andreas who, as he grew his Think Food restaurant empire wanted to ensure his regular guests were recognized in each and every location. To ensure there is a mechanism to measure, Venga also incorporates an online review dashboard, allowing restaurants to aggregate reviews, analyze sentiment, and measure the impact of the personal touches they deliver, ensuring the standards are upheld.
We also built in social media and email marketing tools to send targeted messages to the right audience knowing their preferences and how often they dine.
These marketing campaigns are then tracked back to dollars spent in the restaurant allowing the operators to grow revenue and increase customer visit frequency.
Providing technology to restaurant operators has its challenges, restaurants often have a higher rate of employee turnover so user training is really important.
We made use of a tool called Pendo that walks our end-users through a series of screens to orientate them and have in product links to support videos that are designed for the restaurant servers, hosts and managers.
Sentione
Ewa Stachowiak, Head of Marketing
SentiOne is a platform for social listening and AI customer service automation.
SentiOne started as a social media monitoring tool — analyzing over 30 billion mentions from numerous online sources (social media, portals, forums, blogs). Our target group was usually social media managers, marketing, and PR agencies.
Our Aha! moment came once one of our clients asked, “Hey, it is great that I can monitor those mentions, but can I also reply to them? I have many customers reaching out to me on social media, and no organized way to manage those conversations”.
That is when we realized that we have been missing out on a significant target group — customer service teams working with the same data! As it turns out, there are dedicated teams who process customer requests coming through Facebook, Twitter, Instagram, WhatsApp, etc.
We decided to explore that market:
- Product teams ran a series of focus groups with the most loyal clients and collected their feedback and initial interest.
- Sales team researched the prospective market – how many clients would be interested in a new solution
- Dev teams prepared a list of key features for the new ‘customer service on social channels’ tool and started developing the MVP
- Took MVP to market, ran further A/B tests to get the best possible version of the product
- Naming, packaging, promotion, even if you are not 100% ready. Start commercializing as soon as possible; you can always tweak the product afterwards.
Final thoughts? Always look for direct feedback from your client, you never know what great Aha! moments it can bring! Validate new ideas on the market, move fast, and build the MVP. In our case, one conversation brought about a new line of business.
Supermetrics
Edward Ford, Marketing Director at Supermetric
Supermetrics is #1 marketing add-on for Google Sheets and Data Studio. Pull all your PPC, SEO, social, and analytics data into automated reports. Connect to Google Analytics, Adwords, Facebook, Bing, Twitter, Linkedin, and more.
What is your product’s Aha! Moment?
Although we have multiple products, the common Aha! Moment is when users run their first query with Supermetrics. Whether it’s a spreadsheet or dashboard, once someone selects some metrics and dimensions, hits “Get data to table”, and then sees the document populate with their data, that’s when our users realize the power and simplicity of Supermetrics; people have described it as a magic moment.
How did you find your product’s Aha! Moment?
When looking at our conversion rate of free trials to paying customers, there was a pretty strong correlation between the time it takes a user to run their first query and the amount of queries they run. We have a pretty good idea of the threshold when a free trial user is likely to convert to a paying customer, and that helped us understand the Aha! Moment.
Is there a specific metric that you track that is related to your Aha! Moment?
Yes, there are two key metrics. One is “time to run first query” and the other is the “total queries run”.
How do you get your users to their Aha! Moment?
Mainly through simple onboarding workflows via email. Our product has a relatively simple interface so there is the option to provide some in-product support and guidance, but it’s primarily driven through email and providing links to relevant content and support guides.
Is there a tool or tools that you use to guide users towards the Aha! Moment?
It’s pretty much email and our own product.
