How To Make Sure Users are Investing in Your Product?
June 21st, 2017
The 5th and final stage of the hook model comes with the most interesting insights and business strategies.
Follow first 4 articles of this series:
- How to build habit forming products: What are Habits
- How to Trigger and Convert Leads into Customers
- How to Boost User’s Actions: Understanding Product Motivation
- How to Promote User Actions with Attractive Rewards
So now that your users are enjoying their variable rewards, it is time you make sure their term is not short lived.
Since users are the ones who will actually use the products, you should constantly thrive to deliver what was promised from the start.
The notion that product should be easy to use has become the mantra of tech startups. So, what happens when similar products hit the market? Does the value of the existing ones go down? Sure, it does!
But only when it addresses user problems better than the existing one.
How will you make sure your products stands out even when there is competition outside.
However, this not always true. Yes, your design should be simple and understandable but it should not give away critical stuff easily, specifically at this point in time.
Just like life, it should be a bit challenging to make the journey going. This is termed as “User Investment”.
Studies in the past prove that User Investment always comes with user effort. It is only after efforts from the user, he/she actually values the product and come back repeatedly looking for more. While we have been conventionally taught that making easy products will bring users, in actual, it doesn’t work that way.
We only commit to something, when we have made efforts in achieving it. Things that are achieved easily lose their credibility within a short span.
This is human nature and this is how people function.
Now think about a situation- If Google just offered one result for every search you make, would you be using it like you do now?
The answer is No. If a Google search did not give you extensive options to choose from and made your search simple by picking up the top ranked page, it would fail. The efforts of the user in judging and choosing each result are their investment. If any user loses this investment, their memory about the product fades.
User investment is the power of a product. Data scientists who design video games make sure that they fully utilized this power of investment. This is the reason one cannot just let go off a game easily.
However, this type of engagement can be psychologically dangerous as they sometimes become user addiction. Like we said in our post, designers should never work in that direction.
- By this phase of the hook model, you’ve have probably known how the steps work.
- First, you create user interest with meaningful triggers that evokes action.
- Second, you duly reward users with your service.
- Last and most importantly, you get them working to build commitment.
What are the types of User Investment?
User Investment can be in any form. It can be money, time, physical efforts, or personal information.
It is only after giving out any of the above your product should lead to the actual reward. The actual reward should be the purpose you are going solve. Just like a video game gives you virtual cash and ranks your position in comparison to others. It depicts your psychological dominance and lets others know you play well.
Habit forming products have an investment in the form of anticipation of the reward rather than an immediate gratification. The world’s leading platform – Twitter generates user investment through their Follow strategy.
It is only after the user realizes that someone is sharing valuable information of their niche, he/she decides to follow them. Though there are no rewards in doing so, user invests in the product and come back looking for more tweets from the ones they follow.
Similarly, the popular business- and employment-oriented network Linkedin makes users habitual. According to Josh Elman, a Senior Product Manager at Linkedin – “ when a user shares personal information on the platform, they come back looking for rewards.“ Linkedin gives them information like who checked their profile and who endorsing them for a skill.
The idea that a tiny effort of entering personal information can land you in your dream job is thrilling to experience.
The Role of Triggers in Investment
We have constantly mentioned Triggers as a habit loop for a reason. This is because the last stage links to the first in in the list. User Investment is directly related to the internal and external triggers in the hook model.
Where internal triggers become emotional or psychological drivers, external triggers keep reminding them what better is added in the product.
To keep your product going, making improvements is the sole key. It is only then your product will last the market a longer time.
Note: If you liked what you read and think that you’ve been duly rewarded, make sure you come back for more.
At ILLUMINZ, we value the hook model and suggest our clients to follow the same for their business. Our design strategy is also driven by marketing and we love to help out the ones who have a project idea in mind. Email us your business details at firstname.lastname@example.org to get started.