“I was like we can't have such a low activation rate. So the activation rate for me was: when someone signed up, whether or not do they launch a campaign. And that conversion rate I think it was like at 15%. So I decided to change entirely the product, I redone like all the wireframes, we restarted from scratch.”

A 15% Activation Rate Is The Signal To Rebuild The Whole Onboarding Flow

Guillaume defined activation as whether a new signup actually launched a campaign, and a 15% rate told him the product was broken. He scrapped the wireframes and rebuilt the onboarding flow from scratch, which eventually pushed activation to 35%.