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What was the purpose of all that? Once you’ve established your User Lifecycle Funnel and made sure that your team understands it, you have a very powerful tool. Remember this picture shown in Figure 1.7?

Now that you know what needs to happen at each step of the funnel, you can start gathering real user metrics to find the friction points. The friction point is anything that is keeping users from moving from one step to the next. In the example, only 5% of people who become aware of the product are taking the next step. That might mean a lot of things. But specifically, it may mean that you need to look at the marketing and messaging for this product, because it doesn’t seem very compelling, or it may be that the idea itself simply isn’t that interesting to people. It means that you’re paying to show an ad or a message to 1,000 people and only 50 of them are responding to it with any interest at all. Why? Is the ad badly targeted? Is it badly worded? I have no idea. But whoever is in charge of this product should probably figure that out.

FIGURE 1.7 Add your product metrics to spot friction points.

If you’re wondering how to gather the metrics for your funnel, there’s more information about that in Chapter 11.

The other reason that you should establish your User Lifecycle Funnel is because it will allow you to create your User Lifecycle Algorithm, which we’re going to do in the next exercise.