Activation - process of getting to the AHA moment

Presumes product market fit has been established ie solving a must have problem

[For return users]

Rules for surveys

• One to two questions at max
• Open ended

Ask

• Those who exhibit confused behavior (too much screen time)
• Those who exhibit different behavior (i.e. actually pay!)

Those who don't give up likely to give better insights as to why people gave up

"What is the one thing that nearly prevented you from ordering today?"

Desire - Friction = Conversion

NUX: New User Experience

Treat NUX as a product in itself

Conversion trinity

• Communicate relevance (custom landing page)
• Demonstrate value (user testimonials; KPI)
• Call to action

Lessons from user psychology: