Activation is a process during which the user understands how the product can be useful to him. An activated user can be considered the one who feels the value and continues to return to the product.
Although activation metrics most often depend on business goals, they often overlap in the following:
Sign Up Rate - the proportion of users who have registered in the store. Registration may indicate that the user came with a certain motivation.
Add to Cart Rate - the percentage of users who added a product to the cart.
Cart Abandonment Rate is the percentage of users who added a product to their cart but left without starting checkout. The industry average is 70%, of which 58% were not going to buy anything (Baymard Institute, 2018), while a decrease in the remaining 42% is a potential growth point.
Check Out Rate - the percentage of users who added a product to the cart and started placing an order.
Search X Times Rate - the proportion of users who made X searches.
Customer Retention Rate - customer retention rate. Shows how many customers stayed in the product for a certain period of time (year, month, week).
Customer Lifetime Value is the lifetime value of a customer. This is a projection of the potential income that can be received from the client. This metric is calculated based on the customer's previous buying behavior.
Repeat Purchase Rate - the coefficient of repeated purchases. Shows how many customers return after the first purchase.