of interaction with your product. Therefore, each row conveys a snapshot of her story as she moves through the stages from first-time exposure to a dedicated user who eventually helps you to market your product. You also want to set a time limit for your experiment, because it gives your team deadlines for measuring expected outcomes for different hypotheses. For TradeYa, we capped our length at 60 days. We wanted this limit because we wanted to know what it would take to have a user transition from a customer who doesn’t pay to one who does. We believed that if we could not make the users convert in this amount of time, we would be at a point of diminishing returns. The Vertical Axis The rows in the Funnel Matrix contain the stages of user engagement for your online product. These stage labels should be directly correlated to the business model of your product, as illustrated in Figure 9-5. Different products require [67] different engines for growth. There is a great table in the book Lean Analytics that I like to refer to while I go through each of the rows. Figure 9-5. Business model stages from Lean Analytics I recommend that you start the Funnel Matrix exercise with the generic stage definitions provided but take time to customize them as the content and the data for the other cells falls into place. You might not need the exact stage labels shown in Figure 9-6, because there will be known and unknown exceptions about how people will engage with your product. But these generic labels will get you started. What is crucial about the stages is that they flow as a linear and measurable progression down the funnel of the product.