The *aha moment* is the pivotal moment when a new user has sudden insight and discovers the value of your product for them. For [[User onboarding]], this is the moment they switch from being an *evaluating user* to an *activated user*. Users that don’t have an aha moment are much more likely to churn. Try getting someone to an aha moment before they hit friction—like entering signing up or entering a credit card. For a given product, there may be many different aha moments for users as they dive deeper into the system. To discover what the aha moments are for users, look for correlations between behavior and retention using analytics (the behaviors done by the most retained users *and* by few churned users). Quantitative analytics won’t tell you why, so you need to also get some qualitative feedback. Aha moments may not be the same for different types of users or roles (i.e., personas). It can be helpful to segment users into different [[User onboarding]] experiences to help them achieve their goals faster. This could be done by a user's specific preference, or by segmenting users based on other data. --- ## Reference [[Rishabh Saxena]]. (2017, April 10). 4 Best Practices For User Onboarding. Retrieved March 1, 2021, from Medium website: [https://uxplanet.org/4-best-practices-for-user-onboarding-a1f1524c7a40](https://uxplanet.org/4-best-practices-for-user-onboarding-a1f1524c7a40)‌ [[Katryna Balboni]]. “The Ultimate Guide to Getting Your Users to Their Aha Moment.” *Appcues*, 2018, [www.appcues.com/blog/aha-moment-guide](http://www.appcues.com/blog/aha-moment-guide). Accessed 25 Mar. 2021. ## Read later [The aha moment guide: How to find, optimize, and design for your product's aha moment](https://www.appcues.com/blog/aha-moment-guide)