![]() To get users more personalized content faster, they created a system of “rows” of similar content, and placed them on the landing page according to how relevant they are to the user’s interests based on an algorithm of what that user has already watched and rated. Netflix engineers discovered that the crucial aha! moment occurs when they give users something they want to watch within 60-90 seconds. What makes Netflix special is its huge catalogue of content that allows users to watch what they want, when they want it.īut as one Netflix engineer pointed out, “humans are surprisingly bad at choosing between many options, quickly getting overwhelmed….” It’s a common affliction for users saturated by apps, known as decision fatigue. Stories only last for 24 hours, so users have to return to the app or the moment passes. With the launch of additional features like Stories and Discover, Snapchat builds on top of its core engagement hook. If you download the app again three months later, you’ve missed out on a lot. mounting losses: Delete Snapchat, and you suddenly lose access to a world of photos, drawings, and videos that your friends send to you on a daily basis.accrued benefits: The more messages you send with Snapchat, the more messages you receive.The more messages you send, the more you appear in your friends’ recent contacts, and the more messages they send back. The moment after you take a picture on Snapchat, the next screen that appears is an address book populated by recent contacts: As UX guru Nir Eyal writes, “the self- destruct feature encourages timely responses, leading to a back-and-forth relay that keeps people hooked.” But what separates Snapchat from the mass of other messaging apps out there is its self-destruct feature for each message you send. The core action of Snapchat is the ability to send a photo, drawing, or video to friends. Build retention hooks into your core action Let’s look at the accruing benefits and mounting losses for some of the most successful mobile apps out there, and how you can build them into your own engagement loops for your mobile app. mounting losses: the more you use a product, the more you lose if you leave it.accrued benefits:the more you use a product, the better it gets.For consumer apps, the most important factor for retention is that the mobile app gets better the more it’s used. Your users have limited real-estate on their home screens, and you need to wage war for every half-inch. As you reach a critical mass of users completing your core action, you have to get them to stick around to survive. Once users have completed your core action, your focus should be entirely on Level 2 of the pyramid-retention. Retweeting a tweet on Twitter, for example, means that the tweet is shared with your followers, who can share it with their followers. ![]() ![]() Self-Perpetuation: Users engage and create virtuous loops in product, leading to even more usage.The more friends you add on Facebook, the more people like the photos and news articles you share. Retention: The product gets better the more it’s used over time.On Pinterest this would occur when you pin an image for the first time. Growth: Users complete your app’s core action, and realize the value of your app.The Mobile Hierarchy of EngagementĪccording to Sarah Tavel, a partner at Greylock, the hierarchy of engagement for the most successful consumer apps follows three levels: To build an app that people love and return to, you need to continuously trigger aha! moments over the entire customer journey. The problem is that there is a chasm between a user getting to an aha! moment once, and true engagement. Show them the value, and they’ll come back for more. Conventional wisdom says that once you drive users to the core action of your app-the aha! moment, when they discover the value of the app for the first time-you’re golden. ![]()
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