A lesson on user acquisition–>activation.
People need some thing to do the moment they land on your app.
What I learned about online-to-offline
Quote from the article:
When they heard about Exec, people thought it sounded like a cool idea, but rarely did they have an errand waiting in their back pocket that they hadn’t yet run – making it hard for them to try us immediately. This led to reduced activation rates and high customer acquisition costs (since fewer signups turned into actual customers).