Steve Blank. UniMOOC (L5.11) "Captar clientes en canales web". Crea tu Startup.

Analyzing the Funnel for Web or Mobile Channels

Understanding Customer Acquisition and Activation

• The funnel for web or mobile channels involves a straightforward process of customer acquisition, which initially appears simple.

• Customer acquisition refers to attracting visitors to a website or prompting downloads of an application through both free and paid media.

• The next critical step is activation, meaning that customers should not only visit but also engage with the product, ideally leading to purchases.

• While understanding customer acquisition and activation seems easy in theory, practical implementation can be challenging due to various factors influencing customer behavior and engagement.

Challenges in Activation Strategy

• The strategy encompasses two parts: capturing customers and activating them effectively.

• Activation requires deeper involvement from users beyond mere interaction; it aims at converting them into paying customers.