---
id: ins_samuel-cahoon-activation-is-crucial
title: 'Activation is crucial: we built in-app onboarding to guide users to the Aha moment and reduce TTV.'
operator: Samuel Cahoon
operator_role: Senior Product Marketing @ Pontera | Prev. HubSpot | Scaling AI-native GTM strategy in mission-driven tech | Advocate 🏳️‍🌈
source_url: https://www.linkedin.com/feed/update/urn:li:activity:7378279746381590528/
source_type: thread
source_title: 'Activation is crucial: we built in-app onboarding to guide users to the Aha mome'
source_date: 2026-04-10
captured_date: 2026-05-03
domain: [pmm]
lifecycle: [onboarding, activation]
maturity: applied
artifact_class: framework
score: { originality: 3, specificity: 3, evidence: 2, transferability: 3, source: 3 }
tier: B
related: []
raw_ref: raw/linkedin/reactions/linkedin-reactions-2026-04-10.md
---

# Activation is crucial: we built in-app onboarding to guide users to the Aha moment and reduce TTV.

## Claim
Amplitude says for half of all products, >98% of new users aren't active two weeks after first action. At Pontera, we made activation a top priority by product design, then built in-app onboarding guides in Pendo to directly guide users to the Aha moment, reducing time-to-value and increasing activation.

## Mechanism
By researching the onboarding process and building in-app guides that directly lead users to the core value moment, you can measurably improve activation and reduce TTV. See claim.