3 ways to reduce time to magic moment

Lessons from Loom, Canva & Otter.ai.

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For some products, time to Magic Moment (also known as the Aha! moment or Activation moment) can be long.

Especially in enterprise Saas, where sales cycles can last months and months. However, what’s often missed is mini magic moments that can help users get to small nuggets of value before the main course.

In this article, we’ll run through three ways you can do this is your early user experience — onboarding specifically — to help users activate quicker and reduce churn.

We’ll see how GIFs, imagery, personalisation and various forms of social proof are used to get buy in for your product before users have even set foot on your home page.

Let’s go.

1. Get Buy-In With Social Proof: Otter.ai

Yes, it is likely that you have told people your value proposition on your landing page, but this need to be backed-up and re-iterated throughout the product experience.

One way to do that is use social proof:

Social proof is a convenient shortcut that users take to determine how to behave. When they are unsure or when the situation is ambiguous, they are most likely to look and accept the actions of others as correct. The greater the number of people, the more appropriate the action seems. — Growth.Design

It can come in many forms:

• Quotes from users
• Star ratings
• Reviews
• Awards
• PR logos
• User totals
• Satisfaction scores
• Client logos

Take Otter.ai for instance, it uses two forms of social proof as early as the sign up page. On registration, we see a quote from a user: