Want to improve your new user activation rates, but blocked from making product changes?

Looking to improve your new user activation rates, but blocked from making any direct product changes? A big speed-bump. But not a complete roadblock.

I talked to a client with this challenge yesterday. There are some non-product levers to activate new users. Here's the advice I shared 👇

Before jumping into tactics - get crystal clear on your fundamentals. Start with these foundational questions that can help all your tactics.

- How do you define an activated account?
- What are the product milestones to go from 0 --> fully activated?
- What are the 4-5 core jobs to be done for new signups?
- Why do free users buy a paid plan?
- What stops free users from upgrading?

Then we explored different tactics. Some that could be implemented before a user signs up. And some after.

I won't list them all out there. But here's a few that could have a big impact on your activation goals.

In the pre-sign up bucket we discussed:

An interactive product experience
The SaaS version of "try it before you buy it". Something a website visitor can play with. Experience the value of the product. And start the onboarding process. All BEFORE filling out the form.

Usable templates
To help users with the most common jobs to be done. Something they can download and immediately apply inside the product. Things like scripts, pre-made videos, pre-written campaign outlines, etc.


For users that already signed up, we explored two ideas:

In-app adoption tours/campaigns using third party tools
While not as effective as changing the UX directly. It's a great way to influence behavior inside the product - without needing a developer.

Academy Program
A mix of product training & industry best practices. These can be tailored to the most common jobs to help users maximize their product use.

Obviously nothing beats making direct product changes. But don't let resource challenges stop you from making progress on your goals.