1 question = 2x activation success (study)

Patreon is a platform that allows people to run a membership business for their fans.
They had a big problem – too many people were dropping off in too many places during the onboarding process.

One question helped them uncover insights that 2x their activation rate.

What was the question?

They asked their sales, community, and customer support: “What are you helping with, saying over and over again to our creators?”
Answer #1: “How to make a good Patreon page?”
Answer #2: “How to get over writers’ block. We are giving them examples of what other people have done in their relevant category.”
Answer #3: “Creators don’t know, and go nuts over, the low 5% cut by Patreon, because 30% to 50% fees are the norm in the market.”
Answer #4: “Creators are afraid of asking or begging their fans for money. Examples of how others do this without coming off as begging helped a lot.”
Answer #5: “Highest-earning creators don’t like our simple WYSIWYG editor that makes their page look amateur. They want a professional backend tool, more education, and are willing to spend extra time to get their campaigns right.”

Result: After Patreon applied all the insights throughout their funnel, their activation rate doubled!