The Growth Leak Series — Episode 1

How Notion fixed its blank page activation leak

leanupskill.com - Upskill your Product Thinking

A Common Product Story —

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This isn't churn. It's opportunity death. Potential revenue dying

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The empty workspace problem

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Powerful docs.

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Drop off.

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"White page syndrome."

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Users sign up.

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The team realises

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Notion changes

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By mid-2018, it

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Personal wiki.

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Friction reduces ✔

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[{"selector":"#anim-20da2b35-5d50-4c43-becd-e2371ae2c735","keyframes":{"opacity":[0,1]},"delay":8000,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-44ef8c80-5e86-48c5-aa30-40624ec2e72d","keyframes":{"transform":["rotate(-45deg) translate3d(64.22414%, 0px, 0) rotate(45deg)","rotate(-45deg) translate3d(0px, 0px, 0) rotate(45deg)"]},"delay":8000,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-81a13557-6331-4248-8c49-93a02e7d9741","keyframes":{"opacity":[0,1]},"delay":4000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-36af1b24-0584-4fbf-b3a7-14274dce1fd0","keyframes":{"opacity":[0,1]},"delay":5750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-7f6d9cb5-226e-4463-a999-cf7cd42c4a08","keyframes":{"opacity":[0,1]},"delay":11500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4db205f3-123a-48a8-8640-215116d7de93","keyframes":{"transform":["translate3d(119.60001%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":11500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2ae38d3e-fb0d-4154-9392-5a04cdcb44ed","keyframes":{"opacity":[0,1]},"delay":14500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-088742d3-4d34-4b23-afcb-404b5f2f437f","keyframes":{"transform":["translate3d(119.60001%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":14500,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8942658d-24a1-4126-9ea9-90e39b65a1ea","keyframes":{"opacity":[0,1]},"delay":2250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-965e5f3f-a010-46bf-9b3c-77c0a6ce5c3a","keyframes":{"opacity":[0,1]},"delay":13000,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-c827f873-9f47-46b4-8bec-22b7a736d821","keyframes":{"transform":["translate3d(119.60001%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":13000,"duration":250,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f8bf3e07-e23e-4197-a674-20115b5c7647","keyframes":{"opacity":[0,1]},"delay":8250,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-0a267ce0-8d33-4762-93ce-c214a5b0e3e1","keyframes":{"transform":["translate3d(190.97222%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":8250,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-773a3def-f157-4e86-93bb-b4cfe9857b55","keyframes":{"opacity":[0,1]},"delay":8250,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ebfca168-64d4-4fda-9561-ba754f9bd6d0","keyframes":{"transform":["translate3d(108%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":8250,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-09b559a3-e59b-41cc-9c7f-394a69d7577b","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-2f6debf4-7cb3-4555-9aaa-b1f2cb3d31ae","keyframes":{"opacity":[0,1]},"delay":2250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-ebefc67f-db33-450b-9417-6f8eb0b1170a","keyframes":{"opacity":[0,1]},"delay":4000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-30a580bf-c492-4cef-a708-826296de8687","keyframes":{"opacity":[0,1]},"delay":5750,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-deb7fcbf-967d-47af-965b-4d796fb855ee","keyframes":{"opacity":[0,1]},"delay":6500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-a350cac0-bd98-4dcc-86a7-9ccf36d2314c","keyframes":{"opacity":[0,1]},"delay":2250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-d9545895-982e-44e9-9374-7c6268ce346f","keyframes":{"opacity":[0,1]},"delay":2250,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

Industry norm also

[{"selector":"#anim-1258ac0a-a0c4-469a-af32-7d333ed09082","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-fa3156f6-63a8-4247-80fe-da64e76158b4 [data-leaf-element=\"true\"]","keyframes":{"transform":["translate3d(-7.817772522442571%, 0, 0) translate(-25%, 0%) scale(1.5)","translate3d(0%, 0, 0) translate(0%, 0%) scale(1)"]},"delay":0,"duration":7000,"fill":"forwards"}] [{"selector":"#anim-7e987c1a-670a-469f-9dfd-3e18ccda016e","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-9cd80997-1a32-4941-8a99-4f13beebac43","keyframes":{"transform":["translate3d(-100%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-6826b946-e0a2-4c90-ae68-58bfa47cebd3","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-8647f06d-b636-49bb-a6fb-3590b02758fe","keyframes":{"transform":["translate3d(-100%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-1d67bc1c-6461-4cc5-b67a-c3f11fee1cea","keyframes":{"opacity":[0,1]},"delay":0,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-32ceba13-7eb1-4b25-9182-0b66090bd8c2","keyframes":{"transform":["translate3d(0px, 106.64142%, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":500,"easing":"cubic-bezier(0.2, 0.6, 0.0, 1)","fill":"both"}] [{"selector":"#anim-5577487a-be43-4cfd-88e3-88418048c0f5","keyframes":{"opacity":[0,1]},"delay":500,"duration":500,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-3977b9a0-2e4c-41d3-941b-8d8834032a6e","keyframes":{"opacity":[0,1]},"delay":2000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4ceb92b9-58d4-4e26-8f10-7cd239bb0865","keyframes":{"opacity":[0,1]},"delay":3500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-f5c7cc2e-1944-4c39-aca6-8ac5d973ff43","keyframes":{"opacity":[0,1]},"delay":5000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

The starting line, not the finish

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User sees value

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What do we learn?

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Then watch them

[{"selector":"#anim-70f3534a-8820-42b1-b8a3-6768578eba45","keyframes":{"opacity":[0,1]},"delay":10500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-67ac778e-626b-4c48-952c-e6ddd65daf5f","keyframes":{"opacity":[0,1]},"delay":500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-98e49edf-116d-4b81-b30b-ca697b2d44c9","keyframes":{"opacity":[0,1]},"delay":11000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-82278425-5698-4c5f-ab1d-7dd4114a951c","keyframes":{"opacity":[0,1]},"delay":2000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-4feab36f-6b10-4e03-861f-457e64260e28","keyframes":{"opacity":[0,1]},"delay":3500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-829cb13b-c0b0-4920-9a37-03d00e2876b3","keyframes":{"opacity":[0,1]},"delay":5000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-71aaf47a-d486-4299-b085-bf633a1b8ede","keyframes":{"opacity":[0,1]},"delay":13000,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-1dccd758-a8fe-43c7-9675-7b3b63f93d71","keyframes":{"opacity":[0,1]},"delay":6500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}] [{"selector":"#anim-52d14de8-d2f7-481f-b52e-1822a0b32ea5","keyframes":{"opacity":[0,1]},"delay":8500,"duration":0,"easing":"cubic-bezier(0.4, 0.4, 0.0, 1)","fill":"both"}]

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How Notion fixed its blank page activation leak

The Growth Leak Series — Episode 1

The Growth Leak Series — Episode 1

A Common Product Story —

A Common Product Story —

High traffic.

Low conversions.

Users visit.

Browse.

Disappear.

No trace

left behind.

This isn't churn. It's opportunity death. Potential revenue dying

even begins.

even begins.

before it

before it

Potential revenue dying

It's opportunity death.

This isn't churn.

The empty workspace problem

Episode 1: Notion

Powerful docs.

Flexible databases.

Possibilities —

vast.

Notion.

2018.

Drop off.

Feel lost.

on blank page.

New users land

One Problem

Except

"White page syndrome."

Too many options.

No starting point.

The Leak:

Users sign up.

Never build anything.

=

~Zero

Activation

The team realises

it's make-or-break.

Decides to handle

things differently.

Notion changes

Most products

add tutorials.

Tooltips. Videos.

More explanation.

the starting point

By mid-2018, it

introduces templates.

Pre-built workspaces

for every use case.

The Fix:

Personal wiki.

Project tracker.

Company docs.

Select. Customize. Start.

The Fix:

Friction reduces ✔

Word spreads ✔

Users share the tool ✔

Viral loop ignites ✔

Templates go live

Templates go live

with Notion v2.0,

with Notion v2.0,

a version that sees

a version that sees

visible growth.

visible growth.

[source]

Result:

Industry norm also

supports the feature.

Slides. Docs. Design tools.