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This post, using real examples from Chameleon's retention flows, shows how to locate aha moments in your product using customer data.
For smaller teams, where there isn't sufficient history or a control group or statistical significance, one technique is to run really quick A/B or serial experiments, by making changes to the UX / messaging and then evaluating impact. It's a decent way of finding "aha moments" without undertaking rigorous data analysis or user research.
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