by Nir Eyal
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The secrets that companies like Facebook, Google and Amazon don't want you to know
“Habit forming technologies start changing behavior by first cueing users by a call to action.”
External triggers communicate the next action that a user should take.
Many e-commerce websites feature prominent buttons asking users to Buy Now or Subscribe.
Types of external triggers:
“Internal triggers tell the user what to do next through associations stored in the user’s memory.”
Action follows the trigger phase.
“The trigger, driven by internal and external cues, informs the user of what to do next.”
Ingredients that are needed to initiate any and all behaviours:
In other words, B = MAT (Motivation, Ability and Trigger).
Humans are motivated to seek pleasure and avoid pain. To seek hope and avoid fear and to seek social acceptance and avoid rejection.
To create a truly innovative product:
Elements of simplicity:
“Experiences with finite variability become increasingly predictable with use and lose their appeal over time. Experiences that maintain user interest by sustaining variability with use exhibit infinite variability.”
Types of variable rewards:
Quora, the answer and question forum triumphed over Mohalo, a similar site, because Quora did not offer monetary rewards.
“Before users create the mental associations that activate their automatic behaviors, they must first invest in the product.”
Forms of investment in digital products include:
“Investments increase the likelihood of users returning by improving the service the more it is used. They enable the accrual of stored value in the form of content, data, followers, reputation or skill.”
To build effective hooks:
With the Hook Model, it is easy to manipulate users. The maker of a product needs to ask two questions:
The manipulation matrix: Has four quadrants that show the different types of creators: the peddler, the facilitator, the dealer, and the entertainer.
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