Understanding the hook-model
3. Variable reward
5. Repeat (the more the better)
- Paid triggers
- SEA or other paid mediums. (Habit forming companies tend not to rely on paid triggers for very long, if at all. Because paying for reengagement is unsustainable for most business models, companies generally use paid triggers to acquire new users and then leverage other triggers to bring them back.)
- Earned Triggers
- Free triggers cannot be bought directly, but they often require investment in the form of time spent on public and media relations. Favorable press mentions, hot viral videos, featured blog post are all effective ways to gain attention. For earned triggers to drive ongoing user acquisition, companies must keep their products in the limelight – a difficult and unpredictable task.
- Relationship Triggers
- One person telling others about a product or service can be highly effective external trigger for action. Whether through an electronic invitation, a Facebook “like”, or old-fashioned word of mouth, product referrals from friends and family are often a key component of technology diffusion.
- Owned triggers
- These triggers consume a piece of real estate in the user’s environment. They consistently show up in daily life and it is ultimately up to the user to opt into allowing these triggers to appear. For example an app icon on the user’s phone screen or an email newsletter to which the user subscribes.
- As long as the user agrees to receive a trigger, the company that sets the trigger owns a share of the user’s attention. They become owned triggers only set after they sign up to continue receiving communication.
- While paid, earned and relationship triggers drive new user acquisition, owned triggers prompt repeat engagement until a habit is formed. Without owned triggers and user’s tacit permission to enter their attentional space, it is difficult to cue users frequently enough to change their behavior.
If you are looking to increase your retention rate by hooking your users to your product or services, this is what you should do next. We have compiled all the answers and actions you need to answer to start creating your first hook, and we made it absolutely free. You can download it here and are more than keen to receive your well-thought feedback.