The Two Aha-Moments: Online and Offline

A lot of tech products straddle the line of online & offline experiences.

This means #product managers need to track & maximize for at least two aha-moments.
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For example,
When a traveler books a listing on Airbnb, that's an online aha moment.
When that traveler walks into the booked place & experiences it, that's the offline aha.

Similarly, when a seller gets an inquiry for their listing on a classifieds site? That's the online aha. When they actually sell the item off, that's the offline aha.

Usually, the offline moment carries more weight. I like to use a baseball analogy here. An online moment is like a base hit. An offline one is like a run scored. You can fill up bases all you want but unless you score a run, you're not making progress.

However, most of our dashboards are configured to measure the base hits. We obsess about pageviews, time on site, leads, booked rides etc. However, if we forget to "measure" the offline aspect, then we're leaving a blind spot.

I visited a car showroom once that was a customer of Yallamotor's competitor. He would get 500+ leads per listing but rarely made a sale. He wasn't happy.
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Why? Base hits, no runs.

And what happens if you're not scoring the offline ahas? Your online moments no longer remain an "aha" & churn says hello.