Practical Tips + Case Studies | How to improve user stickiness through habits?

The topic of discussion today is "Status Quo Bias". In simple terms, it is people's habits. When people are used to something, they will not change it even if it is beneficial. Therefore, by building a status quo bias, it can be used to improve user stickiness.

Habit is a terrible thing. How to use habit to increase user stickiness?

The topic of discussion today is "Status Quo Bias". In simple terms, it is people's habits. When people are used to something, they will not change it even if it is beneficial. Therefore, by building a status quo bias, it can be used to improve user stickiness.

Let’s first look at why people have status quo bias.

Status quo bias is not something that only certain people have; it exists in everyone. When people get used to something, they will build a so-called comfort zone in their hearts. In this comfort zone, people will feel safe. If you leave this comfort zone, you will feel anxious. Anxiety is a painful feeling that people instinctively want to avoid.

An example:

Why are there so many single people nowadays? Are they not good enough? People are a bit strange. After being single for a long time, they get used to being single. This is what status quo bias does.

How do businesses construct a “status quo bias”?

Case 1: iQiyi membership

iQiyi members have previously had an event where they can try out the membership for free for 7 days. Currently it is 6 yuan for the first month. 15 per month thereafter. The benefits of membership are: no ads, ability to watch high-definition content, and ability to watch members’ exclusive films.

Why is there 7 days free and why is it 6 yuan for the first month? They are all building users’ status quo bias. That is, after users have experienced membership for free or for 6 yuan, it will be difficult for them to return to the status of not being a member. Users will not be used to advertisements, will not be used to the lack of high definition, will not be used to some videos, and will not even be able to watch them.

Case 2: VIP Kid Online English for Kids

Vipkid is a product that provides online English education for children. They also used the status quo bias tactic. In fact, any company engaged in online education can refer to this. That is, first provide a trial class for 288 yuan, which is a free trial, and build users' current status bias through a few trial classes; after purchasing the course, provide a full refund if the user is not satisfied with the main course within 12 classes. This clause is actually the same as the e-commerce 7-day no-reason return policy. Let users pay with confidence. So will users really get a full refund? Rarely, except in special circumstances. Because of the 12-session course, the status quo bias has already been established. Once you get used to it, it’s hard to leave.

Case 3: Dangeche

Dangeche is a product for selling cars. The difference from traditional 4S stores is that 4S stores allow car purchases in installments through down payments. Buying a car is equivalent to paying the down payment at the 4S store in installments. For a 400,000 yuan-level car, you can drive it home for just over 30,000 yuan. Then repay the loan in monthly installments within 1 year. But there is a very important clause: after one year, there are three options: pay the full balance to purchase the vehicle; repay the balance in installments; continue to renew the lease or return the vehicle. In the third way, the status quo bias is exploited. That is, you can drive the car in the first year, and after one year you can no longer want it and return it. However, even if users discover various flaws with this car this year, the chances of returning it are probably very low because of the prejudice they have already formed.

"Status quo bias" is used directly, what are the specific methods of use?

Based on several cases of status quo bias, we have refined it into a method that companies can use. There are two common methods:

• Products with low prices can be provided for free, or at a price significantly lower than the market price, so that users can use the product first. Then when the usage period expires, the user is required to renew the subscription at the original price;
• For products with higher product prices, in addition to offering a free trial, you can also provide a refund clause if you are not satisfied after a period of time. This allows users to put their worries aside and pay the money first. After using the product for a period of time, users may become dissatisfied. Unless your product has serious problems, the user's status quo bias has already been established and not many users will choose to refund.

Last sentence: I believe that only good products should be marketed . If there is a problem with the product itself, please polish it first. Otherwise, marketing it too early will only accelerate the death of the product.

Source: Activity Box