A visit can show that someone has been attracted to a service, but not that they have found a reason to use it. An activation metric tracks the next step: whether an actor engages and sees value. In the AARRR sequence, activation sits between acquisition and retention. Trying a sample, starting a free trial, watching a video, or registering for a newsletter may each signal activation, depending on the service. section 4.4.1 section 4.4.3
Business conversations during flights
Suppose business travelers visit an airline’s site because they want opportunities to do business. Counting those visits measures acquisition. For activation, the useful behavior is different: travelers have productive conversations with potential clients or partners. The obstacle is that it is hard to talk with anyone beyond the neighboring passenger, even if travelers know who else is aboard. section 4.4.3
Turn that behavior into a testable goal before choosing a feature:
- Set an outcome: 30% of business bookings lead to productive conversations. section 4.4.4
- Identify whose behavior must change: business flyers engage in useful conversations and build connections. section 4.4.4
- Choose a way to measure it: ask travelers about their conversations in an online survey after each flight. section 4.4.4
- Consider ways to remove the obstacle, such as conversation-friendly cabin layouts, name tags, or discussion areas. section 4.4.4
The target describes the change sought; the cabin and meeting ideas are possible ways to achieve it. Keeping those separate lets a team discuss and prioritize a release goal without treating its first feature idea as the goal itself. If travelers find the conversations valuable, they may also have a reason to return. section 4.4.4
