Users tend to buy products assuming that the product meets certain business needs in the right way. Thus users onboard with certain expectations. On the other hand, the product has everything that the user needs but the first-time user often has a hard time finding the value in the product.
That is exactly what a “Value gap” looks like in business scenarios.
Products not meeting the expectations of the users, creating a gap between the user and business over time. This value gap is the primary reason for customers churning out during the initial stage of product adoption.
So, how to prevent users from going away. How to reduce the gap or eliminate it if possible? Here is how we do it:
We are living in a world where everything comes with an instruction manual. Assuming that, there might be users who can use it to educate themselves on the usage of the product. On digital platforms, guided walkthroughs replace these instruction manuals. Every SaaS product does this. The moment a user logs in, he/she gets to see a series of dialogues highlighting each feature, instructing when and how to use it.
A particular goal should be tagged to onboarding. Be it educating users on the product usage, or navigating them throughout the app. Thus a purposeful onboarding with a variety of user interactive tutorials, in-apps, screen tips, and splash screens make a sheer difference in the whole new user experience.
One of the biggest mistakes that product owners often ignore is to plan a comprehensive and lengthy onboarding process once and for all. Thus, users tend to skip such lengthy tutorials during their first visit. As a result, consumers are never sufficiently informed to explore or benefit from the site. Hence, the suggested best practice is to educate the users over time.
Meaningful user engagement:
Once the users discover the value of the product with initial user onboarding, it’s time to focus on habit-forming. So what does this habit-forming mean?
We are accustomed to using a few applications on a regular basis.
Because people are accustomed to using social media, it has grown in popularity.
So, how can you ensure that consumers develop a habit or establish a pattern for using your product? User engagement has the power to do that.
If someone asks, what would be the right day to order a KFC bucket? A food lover will immediately say “Wednesday”. Also, KFC has recorded high sales on Wednesday because of the exclusive single-day offers it provides on Wednesday. Similarly, many fashion brands are celebrating “payday” sales. Thus when the wallet is full, brands are trying to make the most out of it by creating a habit of celebrating paydays by buying apparel with high discounted prices.
When it comes to habit formation, exclusivity and incentive-based marketing are extremely effective at motivating the user base. However, the triggers of user engagement are quite essential to make these habit-forming campaigns a great success.
Sending personalized push notifications, redirecting in-apps, discounting emails together create a seamless trigger and motivation to buy a product.
When the user journey isn’t connected, the user is more likely to abandon it at some point. Furthermore, businesses cannot keep people just through push notifications and emails, which are already crowded arenas.
Thus gamification became a synonym for comprehensive user experience delivery. Users are driven to do desired business activities using game dynamics such as immediate satisfaction, prizes, points, leaderboards, and virtual currency.
Inspired by game theory, where users become addicted to games for hours on end, game;
mechanics may have a similar effect on users, making the entire experience more pleasurable with
competitive incentives. As the users spend more time on the platform, they often feel connected with the brand. The connection will eventually lead to more conversions, making the users more loyal to the brand.
Also read: Gamification in 2021: Best practices and emerging trends
Minimizing churn is more important than acquiring users. Hence, in order to minimize churn and convert the dissatisfied users as loyal customers need extended help from user analytics. Thus figuring out what made the users loyal over time and trying to curate similar experiences for users who are about to churn using user journeys would work wonders.
Habit-forming doesn’t happen every day. Over a period of time, users start to show certain traits of positive and negative behaviors using the product. The ability to predict churn, conversion ahead for a set of users, and routing them for better outputs will eventually lead to maximize profits. Gamification can help in setting habit forming loops but then again it is not the only reliable way to create stellar user experiences. Throughout the user journey, the user should have a consistent experience and be entirely
pleased with the product’s ability to meet their needs.
This is when people return to buy or subscribe again. The loop then begins.