Neuroscience tells you: How to cultivate user habits?

As Internet business matures, it has become a consensus that what determines the life or death of a product is not the "total number of users" but the "total number of habitual users."

So the question is, it is already a big problem for us to cultivate our own habits (usually good habits), let alone cultivate the habits of others - users?

Let’s review the many “persistences” we have given up: going to bed and getting up early, running and fitness, reading before bed, playing piano and guitar…

It is more difficult to develop a habit than to climb to the sky

Fortunately, however, progress in brain neuroscience has been able to provide our operators and product people with some scientific ideas for driving "user habits".

So, before we master the science of changing or cultivating user habits, we must first try to understand the mechanism of "habit" formation.

1. Understand the formation mechanism of habits (brain neurology)

Everyone has habits, and habits are everywhere.

For example, if we are used to reading books "horizontally", we may feel very uncomfortable if we suddenly read "vertical" books from Hong Kong and Taiwan (see the picture below): our reading speed will slow down, our concentration will decrease, let alone "reading ten lines at a glance", we may not even be able to read "ten lines at a glance".

But our compatriots in Hong Kong, Macao and Taiwan do not have this problem; they are used to it.

Or, if you are asked to take off your pants while telling a joke, it's not a big deal, but if you are asked to take off the other leg of pants first (the opposite order of your usual habit) and then tell a joke at the same time... you might end up falling and becoming a joke if you're not careful.

This is the biological value of human brain "habits":

Let us identify a set of valuable behavioral patterns and then evolve them into automatic procedures that can be executed subconsciously , that is, the brain does not need to be "involved" again, thus freeing up more energy to focus on other new things.

Yes, the operation of the brain also conforms to the economic model of "utility maximization" .

If the brain lacks the ability to "form habits", then no one will ever learn to drive, or even learn to use chopsticks...

Of course, habits are not habits. They are not innate, but are gradually "shaped" based on our characteristics of "seeking benefits and avoiding harm" and the external environment .

It is worth mentioning that the “seeking benefits and avoiding harm” mentioned here is more from the perspective of our primitive ancestors rather than the present.

A few hundred years is not enough for the human brain to evolve into a brain adapted to industrial society.

For example, “stop at red lights and go at green lights” is a typical acquired habit that can ensure our safety when crossing the road. But when it comes to crossing the road, a chimpanzee won’t care, even if the traffic light sign is changed to a “banana” pattern.

So, how is "habit", the biggest "energy-saving artifact of the human brain", formed? Are there any rules that we can study and control?

According to the research on "habitual behavior" in many fields by bio-neurologists and social psychologists, a conclusion has been drawn that the formation of "habit" must include three necessary steps : there is an external "hint" to activate certain "desires" of people.

1. There are a set of objective conditions under which the action can be performed (whether it is physical action, thought, or emotion)
2. The reward after achieving the goal (or avoiding punishment) allows the brain to judge whether this series of behaviors should be preserved and thus form a habit.

Take the “ Meitu ” products as an example. In the words of some girls: photos that have not been beautified will not be posted.

So how did this astonishing number of popular habits come about?

Let's look at the above steps:

• First, there is this external “hint” – selfies, which activates people’s desire for a “better image” and “attracting attention”;
• Secondly, there are objective conditions that can be implemented and good user experience, i.e., beauty apps that automatically beautify photos when taking them;
• Finally, after editing the pictures and posting them on Moments , you will gain more "likes", or self-recognition, and gain a "happy mood" ( that is, it prompts the brain to secrete endorphins that make you feel happy ). Then the brain will judge that "beautifying pictures" is a good habit worth maintaining.

From then on, every time I take a photo, I use the "Meitu" software like a conditioned reflex .

Similarly, “serving food, taking photos and posting on Weibo”, the most ritualistic and elegant standard action in the mobile Internet era, was also learned from a similar principle.

Military training often uses the principle of "avoiding punishment" to form conditioned reflexes, which is a similar principle.

So, with the above neuroscience basis for the formation of "habits", we can try to apply it to operational practice:

That is, how to cultivate user habits scientifically .

2. Three key steps to cultivate user habits

It must be stated first that "cultivating" user habits is a euphemism.

In fact, when we need to force a habit into the user's life trajectory , we must inevitably "change" the user's other habits .

Therefore, our operations and product people must first face up to the difficulty of this matter and make multiple iterative attempts with the courage to make mistakes .

Just imagine how difficult it is for a smoker to quit smoking.

Of course, correspondingly, the operational capability to cultivate user habits is extremely valuable.

Based on the above discussion on the mechanism of "habit formation", Li Shaojia further optimized "changing user habits" into the following three steps based on the practical characteristics of Internet operations :

• Step 1. Find the gap, tap into the hint, and stimulate desire
• Step 2. Provide executable objective conditions (user experience)
• Step 3. Immediate rewards after the action (maximizing the perception of current value)

The following are respectively explained:

Step 1: Find the gap, create cues, and stimulate desire

As the saying goes, a full man does not know the hunger of a hungry man. For users who have just had a full meal, no matter how delicious the food is, it is difficult to awaken their appetite.

Therefore, the first step in cultivating user habits is not to focus on the "user pain points", but to return to the scene, guard the user's "window period", and seize opportunities .

For example, Li Shaojia thinks the product slogan of the audio application " Ximalaya FM" is very exciting:

When you are stuck in traffic, listen to Himalaya

It’s neither rhyming nor symmetrical, but it finds the “gap” of the user very accurately:

When you are stuck in traffic, you feel depressed, it’s a waste of time and there are limited things you can do. At this time, you will want to listen to audio.

Does Himalaya want users to use its products only when they are stuck in traffic jams?

Of course not, but if you want users to fall in love with your product, you must first let them find the entry point to cultivate habits .

Many products that fail in operation try to use some "big, empty, and general" concepts instead of "hints" to stimulate user behavior , which is a big taboo.

So, what methods can help our operators find "user gaps"?

A large number of scientific experiments have shown that almost all behavioral habits can be classified into the following four categories :

Situation, time, emotional state, prelude behavior

Below, we will explain how to mine specific "user hints" through various hints:

(1) Suggestion type 1: situational. This means the specific and vivid scene and environment in which the user is located.

Generally speaking, if we start from the typical situations in which users use the product and think more specifically, vividly and carefully , it will not be difficult to find the first step to stimulate user habits: user hints.

For example, in the case of Himalaya, traffic jam

Or "脉脉": during a break at work.

PS: Maimai’s previous slogan was: When you are tired at work, check Maimai. Li Shaojia thinks it is better.

Unfortunately, it has now been changed to "No matter how tired you are at work, you should drink more water"... Don't you know that "drink more water" is what most female compatriots hate the most...

If the user usage context of your product is not prominent, then we can start from other places, such as:

(2) Cue type 2: Emotion, which means triggering the user’s mood when using the product

This type of "hint" is particularly suitable for emotional products.

For example, in the live broadcasting products where competition is fierce, most of the hints of the products are mainly based on "functional positioning", which is very cold:

For example, "Everyone shows their talents", "Everyone can be a host", "Play with your beauty"...

These cookie-cutter and highly homogenized slogans are meaningless. How can they imply related products?

But if we can return to the user's perspective:

Suppose, for an app targeting users living in first-tier cities, consider the "emotions" of these users before watching live broadcasts: to relieve work pressure or escape helpless reality.

At this time, the old habits that usually relieve stress are "watching TV series" and "playing games ".

Then, we can "hint" users through the following slogan:

“Watching TV series is tiring, and playing games is expensive. Live streaming is more fascinating.” (Example)

Of course, if the product you operate is not associated with too many emotional colors, then you can also consider "time".

(3) Type 3: Time, which means a specific time suitable for using the product

For example, the "Luoji Siwei" self-media has always had a voice message at 6 a.m. (now changed to 7 a.m.).

For example, "Reading at 10 o'clock" - the name alone gives a very clear hint.

This is an explanation of the "hints" for cultivating user habits. No evaluation of the quality of specific product features or content is made here, nor is any recommendation implied.

Of course, there are only 24 hours in a day, no more, no less. If the product does not have a special "time" feature, we can also start with the "immediate behavior", that is, the prelude behavior .

(4) Suggestion Type 4: Prelude behavior, which refers to what you are likely to do next after doing something.

For example, after a big meal, some people would want to eat fruit, some would want to drink tea, and some would want to go for a walk...

Compared to eating fruits, drinking tea, and taking a walk, "big fish and meat" are the "hint" of the prelude.

For example, most of us brush our teeth and wash our faces after getting up in the morning.

Compared to washing your face, brushing your teeth is just a prelude.

If you are running a product that is used after brushing teeth, you can use "brushing teeth" as a "hint":

Cultivate the habit of users to use the product automatically as a conditioned reflex after brushing their teeth .

For example, mouthwash:

“Rinse your mouth after brushing your teeth to make up for the defects that cannot be brushed” (example)

Similarly, we can also start from the prelude of operating our own products and take advantage of opportunities .

For example, for a "beauty product", it is not difficult to imagine that the prelude to using the product is: preparing to put on makeup, especially for girls who are learning makeup for the first time .

Therefore, our hint can be:

"First time putting on makeup, XX beauty makeup." (Example)

This is much better than "having celebrity makeup". Will users associate the product with the product when they see photos of celebrities?

Obviously not, but for girls who are putting on makeup for the first time, they are very susceptible to "suggestions" and spontaneously form product associations.

Of course, well-known products, such as Weibo, can boldly use a wider range of contexts as suggestive terms:

“Discover new things anytime, anywhere”

Li Shaojia suggested that if you are operating an emerging product that is still in its growth stage, it is not advisable to use broad suggestive language .

For example, WeChat :

“WeChat is a way of life.”

Whoever uses it is doomed.

When we have thought carefully and tested several times, and finally found the "hint" of the product, don't relax yet, this is just the beginning, and the following steps are equally important.

Step 2: Provide executable objective conditions

When users accept the "hint" and trigger the action of using the product, we can be said to have completed 30% of the "great task" of cultivating user habits.

Next, we need to ensure that user experience-related issues are addressed when users use the product.

User experience is an area that product managers focus on, so this article will not discuss it in depth. Friends who are interested in user experience can also read "Elements of User Experience".

It is great for operators to have product thinking.

Step 3: Immediate rewards (or avoidance of punishment) to leave a sense of desire in the user’s mind

When users are willing to accept hints, experience the product, and gain a good user experience, has the “cultivation of user habits” been completed?

No, we are only halfway there.

The remaining half is crucial, and is also where most product people and operations people need to improve :

The immediate “effective” rewards after experiencing the product trigger the user’s desire for “new habits” .

For example, many people are used to eating chili peppers, as the saying goes, "Can't live without spicy food."

But do people really like the “burning feeling” of spicy food?

No.

What really makes people addicted is the hormones secreted by the brain to fight against slight pain. It is the slight pleasure stimulated by this hormone that is the "instant reward" that people pursue when eating spicy food.

The same logic applies to our liking of cola, coffee, and tea.

Similarly, to truly cultivate user habits, it is necessary to give users rewards that they care about every time they use the product.

So, the question is, what kind of "rewards" should be provided to make users feel particularly "excited" ?

Currently, the most common forms of payment in the industry are cash, or its variants (such as vouchers, shopping points), etc.

Is it effective?

It works a little. But there is still much room for improvement.

As for the lack of creativity and monotony, I will not criticize it for now.

Li Shaojia believes that the specific "rewards" to be adopted depends on the type of product. From the principle of "maximizing the utility" of rewards, we must try our best to study users and provide users with "things that users perceive as most valuable at the moment" (whether material or spiritual rewards).

What does “what users perceive as most valuable at the moment” mean?

For example, you are responsible for the marketing of a new sports drink. If you promote it in residential communities, the results are usually mediocre.

However, if you choose to promote your product at a university campus job fair in the hot summer, let alone giving away water directly, even if you ask people to scan a code to follow you or share it on their Moments, there will be a large number of people who will want it.

This is what “ most valuable right now ” means:

• In the community after dinner, people generally do not feel thirsty;
• But at a job fair in the heat of summer, people will be extremely thirsty, which invisibly increases the value of "water" tenfold .

Therefore, "the most valuable at the moment" means returning our thinking point to the moment when the user has used the product . Think about it, what does the user desire most at that moment ?

For example, for sports products, what might be the most tempting "reward" for users after they finish exercising?

The most common sports products in the industry are those that highlight running mileage, calories burned, give points (cash discount coupons), etc.

These rewards are extremely limited in their motivation for users, especially when all similar products do the same, users are prone to "reward fatigue."

Let us think about it: for mainstream users, what is their underlying motivation for exercising ?

Psychology tells us that for young male compatriots, the underlying motivation is to "strengthen their own image" (in fact, it might as well be said that it is to enhance the advantage in choosing a mate). In this case, what makes the user happiest when the product is finished?

Of course, it is to see that you run faster than other users of the same sex.

In the animal world, the scene of male animals fighting and competing with each other for mates is unforgettable.

Based on this motivation, when users exercise, we can give them some "explicit" tips related to "competitive advantage" .

Of course, as smart as you are, you will definitely think of a question: what about those users whose scores are below 50%?

We can also classify flexibly, for example:

• For excellent sports users, use ranking reminders. In addition, you can also narrow the scope of competition to improve the ranking . For example, don't always use "city" as a unit, you can use "a certain sports area";
• For users with average performance, if they run long distances and at a slow speed, distance can be used as the competition unit;
• If the speed is fast but the distance is short, use the highest pace as the unit of competition;
• If it really doesn't work, compare it with your past records, such as how much percentage you have improved, etc.

By the way, different types of users have different underlying motivations .

• Where technical conditions permit, a categorized incentive approach can be adopted ;
• When conditions are not met, the needs of "mainstream users" can be prioritized .

Following a similar line of thought, you might as well practice thinking about the following:

For reading apps, when a user finishes reading some books, what might be the most tempting "reward" for him?

You can also leave your thoughts below and discuss them with everyone.

Sharing some operational tips : Before we know the specific rewards that users really care about, we can adopt the method of grayscale release of products. In different versions of the product, we can test what users really care about from several candidate "rewards".

So far, we have understood that the secret to cultivating user habits is:

Scientifically open up the user's habit loop :

From hints, to users experiencing the product , to immediate rewards after the experience, the brain recognizes the entire behavior until an automatic reflex loop is generated.

Whenever a user sees a “hint” and feels the urge to “use the product,” we have accomplished our goal of cultivating user habits .

Before ending this article, a reminder:

We cannot eliminate or change users' strong old habits in one step . We can only gradually "replace" the old habits, breaking them up, disintegrating them, and replacing them step by step .

If I have the chance later, I will come up with another special topic to discuss the issue of "replacing" deep-rooted old habits.

Summarize

After reading this article carefully, congratulations on gaining the following experience:

1. Understand the brain neural principles of habit formation

From cues, behaviors, rewards, to judging value, and then seeing the cues creates a "sense of craving," marking the formation of a habit loop.

2. Initially understand the scientific idea of ​​"cultivating user habits"

1. Return to the user scenario and find the premise that triggers the user's habits: hints (based on four categories: situation, emotion, prelude behavior, time, etc.)
2. Ensure users have a good product experience
3. Ensure that users receive immediate rewards (starting with the things that users perceive as most valuable at the moment), and truly generate a "sense of desire"

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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