SignalLoop growth marketing case study

Designing the Path to the Aha Moment

At SignalLoop, the goal of the free trial is not exploration, but reaching value as quickly as possible.

Product-led growth starts by clearly defining the aha moment, then designing the onboarding and engagement system to guide users toward it deliberately.

Defining the aha moment

The first step in the PLG motion is identifying the moment when users clearly understand SignalLoop’s value.

For SignalLoop, the aha moment occurs when a user:

• Connects a real data source
• Sees funnel or lead insights generated from their own data
• Understands where demand or conversion breaks down

Until this happens, users are unlikely to activate, convert, or engage with sales meaningfully.

Observing real user behavior

To validate and refine the aha moment, user behavior is observed through:

• Screen recordings and session replays
• Event tracking on key onboarding steps
• Micro-engagement signals during early sessions

This helps identify:

• Where users hesitate or drop off
• Which steps cause confusion
• Which actions correlate with activation and conversion