Business, Mobile

How to Influence User Behaviour & Increase App Usage

Image Source: Blowtrumpet

Image Source: Blowtrumpet

There are a number of great apps/websites that don’t get any traction. A lot of these were great products, but were unable to get user adoption. Clearly they missed something. Based on Fogg Behaviour Model, for a behaviour to develop, ALL of these 3 need to be present:

1)      Motivation

2)      Ability

3)      Trigger

A behaviour doesn’t occur even if one of these is missing. A person needs to be motivated to perform the behaviour along with the ability to perform that behaviour. When these 2 exist they will follow through with the behaviour when triggered.

Let’s say you have a Zomato (A food review app). Its users would generally use it to look up a restaurant when they want to either order food or go out to eat. But what does Zomato do to influence user behaviour? They use external triggers which could be emails, SMSs or Push notifications.

But sending an external trigger when any of the two (motivation or ability) are missing is a wasted effort since it won’t result in a behaviour. Sending triggers at the right time will increase the probability of increasing usage of your app. So what can you do?

1)      Map your customers existing behaviours. For example, abandoning a cart, checking out a certain restaurant, looking for a cab – whatever that might be.

2)      For each of these take a guess as to what is your user’s next most likely behaviour. You’ll be surprised at how easy it is to do this mapping.

3)      Send an external trigger that reminds them or makes it easy to perform that behaviour.

4)      Optimize your message & schedule to increase probability of a user performing that behaviour.

The more behaviours you map the more efficient you get with your messaging. For the easiest tool to build external triggers checkout It’s simple and effective.

About Nudgespot:

Nudgespot is a Bangalore based startup helping businesses interact with their customers via emails, sms and push notifications. Think of Nudgespot as a hot-line between your business and your customers.

Disclaimer: This is a contributed post. The statements, opinions and data contained in these publications are solely those of the individual authors and contributors and not of iamWire and the editor(s).

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