Activation rate at Nazza – Oluwanisola Eludoyin

Increasing User Activation by 26.32% at Nazza

The Context

Nazza is a cryptocurrency platform that enables users to convert crypto to fiat, swap cryptocurrencies, and pay for utilities. While user acquisition was growing, the business needed more new users to complete their first trade and become active customers.

Read how I grew Nazza to 5k+ users

The Challenge

A growing user base meant little if new users weren't completing their first transaction. My goal was to improve activation by identifying friction in the onboarding journey and building systems that encouraged users to take their first trading action

My Approach

I started by partnering with the data analyst to build a dashboard that gave us visibility into the entire activation funnel. We tracked our North Star metric—Weekly and Monthly Active Traders (WAU and MAU)—alongside supporting metrics such as first trades, trade frequency, popular trading pairs, and revenue.After analysing user behaviour, I discovered that many users signed up but never completed their first trade.

To understand why, I interviewed users, reviewed customer support conversations, and analysed product usage data to identify the biggest points of friction during onboarding.Using these insights, I designed and tested multiple activation experiments, including improvements to the onboarding flow, lifecycle messaging through email and WhatsApp, and high-touch follow-ups for users who dropped off before completing their first transaction.

I continuously monitored performance and iterated on the messaging and onboarding experience based on user behaviour and experiment results.This combination of data analysis, user research, and rapid experimentation helped improve the percentage of users who completed their first trade

The results

- Increased user activation by 26.32% within one month, maintaining an overall 3%.

- Improved visibility into the activation funnel through a dedicated performance dashboard.

- Contributed to higher trading activity and increased monthly revenue