Note: why do we habitually use a product? How is this habit formed? Why did some of the products that were once thriving grow healthily and others are ephemeral? What secrets do companies use to make healthy products develop? Let users be willing to stay, and how to make users form habits, so that they can not stop doing so?
Text / necessity
For good products? How do you define it? Is it a real solution to the user problem? Or to make users unconsciously addicted?
There are a lot of different definitions, but I still agree with the definition of Zhang Xiaolong, founder of WeChat. Many people know that he has said “go out”, but few people pay attention to the following sentence: “go back and come back.”
For example, we all know that self recommendation is not self recommendation, so we should carefully clean the knowledge while absorbing it.
Let’s get down to business. Next, we will reveal the logic behind the Internet product services that are customary or even addictive.
In general, addiction refers to negative effects and is not good; the addiction to this article is to form habits that are positive habits that can improve people’s lives.
One, what is habit?
Habits are our subconscious actions, such as getting up every morning to wash my face and brush my teeth, taking the subway unconsciously to take out a mobile phone in my pocket and opening a WeChat to brush up a circle of friends, all of which are done unconsciously, without having to go through the brain.
These things have formed a complete loop of habit in my brain, and even if I do not get a cell phone for a moment, I can take out my cell phone when I’m not on the guard, and I’m obviously addicted to it.
The power of habit
Scientists found that people who relied on diet for weight loss almost returned to obesity within two years. Why is it like this?
The reason for the obesity is the daily eating habits, and relying on diet to lose weight is to change the daily eating habits, that is, to change the old habits and cultivate new habits. But the biggest obstacle to developing new habits is old habits.
Research shows that old habits are deeply ingrained, and even if we adjust our behavior, the neural pathways in the brain remain in the previous state and are likely to be activated at any time.
For enterprises to create habit forming products, business needs to consider two factors:
- The use of frequency, that is, how long the behavior occurs once;
- Perceptible uses, namely, what are the uses and benefits of products in the minds of users.
When the frequency of the use of a thing is high enough, the perceptible user is enough, it still enters the people’s habitual interval. The student teacher told us that it takes 28 days to develop a habit. In fact, it is wrong.
The study found that the time of habit formation is related to the complexity of the behavior and the importance of the user, and the more frequent use of different habits. There is no specific conclusion, the higher the frequency, the greater the possibility of becoming a habit.
Two, why should users be addicted to your products?
(1) saving the cost of promotion
Traffic dividend has gone, Internet crowd penetration has been very thorough, the future cost of traffic acquisition must be more and more expensive, and the cost of maintaining an old user is far lower than the cost of getting a new user, so it is impossible for a user to retain the habit of long-term retention.
(2) prolonging the life cycle of the product
A product follows from the germination period, to the growth period, and to the mature period, and finally, with the end of the life cycle of the user, the life cycle of the product is also killed. So making users addicted to your product is certainly not a way to extend the life cycle.
(3) improving the willingness to pay for users
When users become accustomed to a product, their laziness is enhanced, and their sensitivity to product price decreases. For example, the game industry, free development of the common user to play, and other users addicted to develop a pay difference, users are willing to pay for this, but the real benefit is from value-added fees.
(4) boost growth
Once the more frequent users use a product, the more likely it is to be addicted, then the addicted users are constantly surprised by the product. Because of the social psychological needs, they will convey the joy to the next friend without a single soldier to complete the social virus.
(5) formation of competitive barriers
Once a product can make users change their habits, the chance of using other products will be very small. From this point of view, the formation of a certain competitive advantage, that is, the sooner the encroachment of the user’s mind, the better, that is why the good products of the later are not always able to occupy the reason of the upper wind. It is not that the new product is slightly better than the existing product, so that users can see it at first sight.
Three. How do you get users to be addicted to your products?
Use the use of the addiction model (trigger, action, variable reward, input) to introduce how to develop a user’s habit of forming your product. The addictive model is easy but effective, and can motivate users to closely associate their needs with your products. The addictive model is the promotion of the user to production. An effective way of forming dependence.
The trigger is to remind people to take the next opportunity. Habit formation will not come out of nowhere, but will gradually take shape.
Some triggers are very obvious, for example, the alarm clock in the morning. Some triggers are invisible to the naked eye. It is hidden in people’s subconscious to affect people’s behavior. For example, because of the anxiety of knowledge, you are reading this article, triggering can activate some kind of behavior, trigger into external triggers and internal triggers.