Aha Moment Experiment at Oribi
Oribi (acquired by Linkedin) was a marketing analytics tool that generally served 3 different personas: E-commerce marketers, marketing agencies, and other companies that didn’t fall into the first two categories. Under each category, there were organizations that grew through paid, SEO, content marketing, and more. Oribi had a broad offering, but it made it harder to get people to the aha moment, to engage, and to retain. I was the head of product marketing at Oribi.
Customers don’t know how to initially get value for their own specific use cases because there are a lot of options when using the product.
Evidence of hypothesis
We conducted several interviews with existing and churned users. We looked at the prerequisites to the aha moment as an equation during the interview, and tried to understand, kind of like plumbers, where’s the leak:
Setup*understood the value of the product*felt the value is relevant to them*experienced the value*was happy with the results*understood how to experience it again easily*can afford/get buy-in to continue using the product