How do On-Platform Levers Enhance Demand-Supply Match for Activation?
Recall the initial framework from the first concept of this skilleton: while often considered as the only activation levers, tactics like onboarding, walkthroughs, tutorials, and tool tips are actually distinct from core demand and supply levers.
These on-platform tactics specifically aim to enhance the demand-supply match and are vital for improving activation rates. Each type of lever plays a unique role in guiding users towards activation. Let's look at some of them.
Onboarding Processes:
Onboarding is the user's first interaction with the app, setting the tone for their entire experience. A well-designed onboarding process introduces the key features and value propositions of the product.
Example: A project management app might use an interactive onboarding sequence to quickly familiarize users with its interface and key functionalities, encouraging early engagement.
Interactive Tutorials and Walkthroughs:
These tools guide users through the app's functionality in a more detailed manner, often in context with their actions. They're especially effective for complex apps needing more explanation.
Example: A photo editing app might provide step-by-step tutorials on using advanced editing tools, aiding users to effectively utilize the app’s features from the start.
Tool Tips and In-App Guidance:
Tool tips and other forms of in-app guidance offer bite-sized information and tips to users as they navigate the app, reducing confusion and enhancing usability.
Example: In a financial tracking app, tool tips might pop up to explain various financial terms or functionalities, making it easier for users to understand and use the app effectively.
These on-platform tactics are designed to reduce friction in the user journey, quickly bringing users to the core value of the app. While they don't directly change the product's core features, they play a crucial role in making those features more accessible and understandable to the user.
In the next skilleton, we'll dive deeper into how these individual on-platform activation tactics can be effectively implemented.