01
Use When
A first conversion has occurred.
02
Default Audience / State
New customer after first purchase, booking, signup or activation.
03
Desired Customer Behavior
Feel confident in the decision, successfully experience initial value and know what happens next.
04
Default Barrier Hypothesis To Validate
Post-purchase uncertainty, unclear expectations, setup friction or lack of usage knowledge.
05
80% Message Architecture
- T0: CONFIRM — transaction, expectations and support path.
- T+experience-relative interval: EDUCATE — how to get the intended value/result.
- T+success window: CHECK/REASSURE — surface help and prevent avoidable failure.
- After success evidence: RECOMMEND — next logical behavior, not an immediate unrelated promotion.
06
Offer Starting Position
Normally no incentive. The first job is successful experience and confidence.
07
Default Suppressions / Exits
Service issues override promotional content. Do not ask for a review/referral before an appropriate success signal.
08
Primary KPI
First-success rate or proxy; first-to-second purchase/booking rate.
09
Make It Yours
Definition of first success, onboarding content, support path, expected next need and service exception logic.