How to create highly sticky products? Teach you 3 models

What is CLV? You must understand this word when making products.

CLV is customer lifetime value, also known as customer life cycle value, which is the abbreviation of Customer Lifetime Value. It means the total value that a user can create for you in his lifetime.

In simple terms, it means:

Making money from users is not that impressive;

It is considered amazing if you can make money from the same user for a lifetime.

This is CLV, customer lifetime value. (Of course, CLV also includes the indirect value that users create for you.)

Once you understand CLV, you will know how important user retention rate is. If users leave as soon as they come, what’s the point of talking about lifetime value?

Therefore, we can't help but think about a question: What kind of product can achieve a higher user retention rate?

Today, I’m here to talk to you about this.

1.

There is a very high level of product development: making the product a habit for users.

When a product enters the user's "habit zone", it gains sustained vitality and there is no need to worry about user retention rate .

WeChat has done this.

Last year, WeChat released a "2017 WeChat Data Report ", which showed that WeChat had 900 million daily active users in September 2017, and WeChat users sent 38 billion messages per day, a year-on-year increase of 25%. WeChat has already formed a habit among its users.

So, how can we make a product become a habit for users like WeChat?

I found an answer from behavioral science. Cognitive psychologists believe that habit is actually a kind of "unconscious behavior produced by situational cues."

This sentence gave me a guess: scene + suggestion = habit formation?

In order to verify the correctness of this conjecture, I spent hundreds of hours reading a large amount of domestic and foreign information. This is especially true in the field of behavioral psychology, which studies the scientific secrets behind human behavior.

And I highly recommend that everyone learn some behavioral psychology. Because this way you can better understand user psychology. In future articles, I will often talk to you about this knowledge, mainly some research results that can be used in products and operations .

So, let’s return to the topic of product habits. How can we make products become users’ habits?

I recommend three models to you:

2. The first model: Fogg Behavior Model (also known as FBM model)

The model is named after behavioral scientist BJ Fogg, founder of the Stanford Behavioral Design Lab.

The first step in shaping user usage habits is to get users moving.

How to drive user behavior ? Fogg believes that there are three driving factors behind all human behavior, and these three factors are indispensable to get people to take action.

This is the FBM model: Behavior = Motivation + Ability + Trigger.

Here are the three necessary conditions for action to occur:

• First, sufficient motivation;
• second, the ability to perform the act;
• Third, the triggers that motivate people to take action.

How to understand this model? Let’s take a look at Fogg’s story. Imagine a scenario:

Your cell phone rang, but you didn't answer it. Why?

1. Maybe your phone is in your bag and you couldn’t find it for a while. At this time, you are unable to answer the phone, which hinders your actions. In other words, your abilities are limited.

2. Maybe you thought the other party was a telemarketer and didn’t want to answer the call. Lack of motivation causes you to ignore the calls.

3. It is also possible that the call is very important and you can reach your phone, but the ringtone is set to silent. At this point, even if you have a strong motivation and can easily answer the call, you still don’t answer it because you don’t hear the phone ringing at all. This means that the trigger did not occur.

So if we want users to take certain actions, we need to consider designing three action elements in the product: give users a reasonable motivation, reduce user ability barriers, and set effective triggers.

This is the core mechanism of Fogg's behavior model.

The above is the first model for building product habits: Fogg behavior model - if you want users to develop habits, you must first change their behavior.

3. The Second Model: Hook Model

The originator of the addiction model is Nir Eyal, who wrote a book, the Chinese version of which is "Addicted: Four Major Product Logics that Help Users Develop Habits".

In the addiction model, Nir divides the process of building habits into four stages: trigger, action, variable rewards, and investment.

The first stage: Provoking users to use your product, this is called "triggering".

Phase 2: Action. Actions require both motivation and ability. In addition to motivation, users must also have sufficient ability to complete the behavior. (Same as Fogg behavior model)

The third stage: giving users varied rewards. The so-called variable rewards means that the rewards should be unpredictable.

The fourth stage: Let users invest more and more in the product. The more intimate contact users have with a product, the more they become dependent on it.

Through the user's "investment", the next "trigger" may be generated, thus starting a positive cycle, and then you become addicted.

This is Nir's addiction model.

Based on Fogg's behavioral model, he added more addictive elements to form a positive cycle, allowing the product to guide users to repeat the behavior and eventually form a habit.

The above is the second model for building product habits: the addiction model - the cultivation of habits is to let users' behaviors cycle and repeat continuously.

4. The third model: Gamification Octagon Model

Why are games so addictive? This shows that there must be many addictive elements behind the game design. Game design attaches great importance to human behavioral motivations. It is a people-centered design rather than a function-centered design.

So, from the perspective of gamification, I found a good model - the gamification octagon model.

The proposer is Yu-kai Chou. He spent ten years studying games and eventually found that the reasons why people love playing games are basically inseparable from eight core driving forces :

1) Epic significance and calling. This is the core drive where the player feels he is doing something bigger than himself or that he is being “chosen” to do something.

2) Development and achievement. The design focuses on "challenges", where players develop skills and eventually overcome them. This is also the core power that is easiest to design.

3) Enhance creativity and feedback. Empowering creativity and feedback means users have to figure things out and try different combinations over and over again during the creation process.

4) Ownership and property. When a player feels ownership, he naturally wants to make it better and have more of his own.

5) Social impact and relevance. This drive integrates all the social elements that drive people, including: guidance, acceptance, social responsiveness, companionship, as well as competition and jealousy.

6) Lack and impatience. It’s the drive to want something because you can’t have it.

7) Unpredictability and curiosity. If you don’t know what’s going to happen, your brain gets involved and you think about it a lot.

8) Loss and avoidance. This core drive is based on avoiding negative events because people feel they will lose something if they don’t take immediate action.

These eight core driving forces constitute the gamification design framework. Because it is designed in an octagonal shape and each side represents 1 core driver, this model is called the "Octagonal Model".

The above is the third model for building product habits: the gamification octagonal model - insight into core driving forces and enhancing the intrinsic appeal of products.

5. Conclusion

Talent belongs to a few, but routines belong to everyone. ——Kangxi's Master

Finally, let’s summarize all the content of today:

(1) What is CLV?

CLV stands for customer lifetime value, which refers to the total value that a user can create for you in his or her lifetime. Once you understand CLV, you will know the importance of user retention rate.

(2) What kind of product can achieve a higher user retention rate?

There is a very high level of product development: making the product a habit for users.

(3) How to make the product become a habit for users?

I recommend three models to you:

The first is the Fogg behavioral model: Behavior = Motivation + Ability + Trigger.

The second is Nir’s addiction model: trigger-action-variable rewards-investment.

The third is the gamification octagonal model: 8 core driving forces = mission + achievement + creation + possession + social + scarcity + unknown + escape.

6. Three things you can do today

Today we are talking about models that trigger actions, so let’s practice them deliberately.

Here are three things you can do today:

• First thing: search. Find out what elements are already used in your own products.
• The second thing: think. Think about which model is more suitable for your product.
• The third thing: design. Imagine if you were to redesign your product.

The author of this article @康熙师爷 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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