“If you’re building a product for unprompting user engagement, you gotta find your internal trigger!” – Nir Eyal
Ingrained habits are behaviours done with little or no conscious thought and they guide nearly half of our daily actions. Nir Eyal, in Hooked, specifies 4 advantages of building habit-forming products.
Eyal also mentions the four stages that can help you in building products that can ‘hook’ your users to your product.
Successful products use triggers to prompt user action in anticipation of immediate rewards. Offering variable rewards plays a vital role in keeping experiences unpredictable and surprising for users. The loop ends with the user making an investment in the product. This can be in form of inviting friends, stating preferences or giving feedback. Multiple cycles of this loop urges users to form subconscious associations with your product as the source of relief for their pain with recurring use. Once this status is achieved, they will continuously come back for more.
The ‘hooked’ model provides extensive insights which product managers and marketers can use while designing products. The 4 stages in the model highlight multiple user needs which can help in enhancing user engagement on any product/platform.
One such need is the need for information. The sensation of uncertainty is the biggest barrier in decision making which exists due to lack of information. Think about every time you want to check score of a soccer game or latest currency conversion rates to a country you’re traveling to.
Before thinking twice, you’d hit Google to look for that information. It takes you to relevant results which help you in completing a ‘hooked’ cycle in the product. Let’s have a look at the cycle you go through.
In the cycle above every time a user performs search or clicks a result, the data is captured by Google to search better. In turn, the users are hooked to come back to Google for getting more relevant suggestions for their information need.
While ‘Google’ does a great job in quenching this need by processing over 3.5 billion search requests per day, how are you doing it for a user who is visiting your website or app?
Even after putting in hours of hard work in creating blogs, videos, help articles and FAQs, users find it difficult to fulfil the need for information. At Airim, we have designed elements to ensure that the cycle of optimizing user journey on your app or website. Let’s have a look at how these elements work for engaging users on Airim.
The cycle above solves information need of the customer much faster when they come on our platform. They keep coming back to have a swift experience while looking for information.
Now, the question arises how exactly will Airim help you in optimizing user experience on your website. Let us observe the steps taken by the user when they visit your website or app.
Once the user is on your website or app, they are already in the process of making a purchase decision. You would have done a great job in The only ingredient they are searching for is the information that is key to making that decision. For example, if you’ve are a financial services company helping users to buy mutual funds, they might want to know about the usual risk involved while making this investment. This is an internal trigger for them that needs to be answered to build trust and educate customers. Airim smartly picks up personalized content from your FAQs or blogs to help users take the next step seamlessly. Moreover, it enables to push notifications and campaigns which tap into the information needs of the customer using in-built triggers. Imagine it to be a catalyst that makes your user journey shorter making them take the next action faster.
As a designer, you would follow the best practices to design the website or app in a way which will maximize signups. You’ll build flawless user flows to make onboarding extremely easy for the potential customers. Even if the steps taken by the users are minimal, there would be essential elements of information that they would need before they click on the signup button and start using your product or service. The action will take place only if the user has trifecta of motivation, triggers and ability. Users are highly motivated to take action when they are they are able to find relevant information. Airim predicts the information that your customers might need giving relevant suggestions at the most opportune moments. This helps your users skip unnecessary steps and flow seamlessly through to your funnel as highly qualified leads.
You’ve got user’s attention and convinced her that your product or service will definitely solve her problem. Although convincing her once is not enough to hook her to your product. She might have signed up knowing that you are capable of solving her problem but how will you delight her? Her attention span won’t let her wait for you to keep her engaged. Not unless, Airim helps you know her better. Every time signed up users within the website or app search for a related service or have a support issue, Airim comes to their rescue. It helps them answer their issue faster by searching through your knowledge base and providing personalized suggestions.
That’s right! It happens without users having to raise a support ticket or chat with anyone. Every time a user interacts with Airim, you get to know them better. They see more relevant information which is picked up using data from previous interactions.
Thereafter, Airim ensures that users are hinged to your platform by reducing time taken by users to resolve their queries. And the search data helps you in updating your content which will further improve their experience. This saves a ton of time for your users making it easier for them follow your loop.
Every time a user interacts with Airim on your website or app, her journey gets recorded in an easy-to-use dashboard. The data you get is the closest to way customers have expressed their needs while looking for information. The steps taken by them in getting information are significantly removed by this stage. However, every time they perform a search action, you get to know the exact blind spots where your customers are facing confusion. This helps you in eliminating every sense of uncertainty and accelerating user journey by at least 3x. With every cycle of using your website or app, the users takes lesser time to go through your ‘hooked’ cycle.
Clearly, the need for information is there in every user who visits your website or app. If users do not get information easily, it will become a major blocker for them causing them to drop off or not use your product effectively. Airim optimizes user journey at every stage helping you to engage your customers faster.
Moreover, self-learning capabilities enable Airim to keep improving the personalization factor with every user interaction which exponentially enhances engagement on your website.
Product and marketing managers are already saving 1000+ hours for their customers every week by embedding Airim on their website.
What are you waiting for? Use our seamless integrations, and set up Airim in minutes to enhance user engagement.