Avoid making your user climb a wall to use your product.

An introduction comes first, in real life and digitally for engaging a user, yet too many products put a wall in front of their product.

The urge to collect a user’s information as quickly as possible is understandable. Furthermore, creating an account might be technically required the way we’ve set up the product. This reasoning, however, is hurting our attempt to foster user engagement.

From the user’s perspective, creating an account is a transaction to save their progress.

Save Progress (2)

Without the ability to save progress, there is no incentive for loyalty for the user. Retaining a user over the long-haul would come down to chance. To construct user engagement, we need to offer the user a way to save the progress they’ve made with our product.

So the question to answer is the ideal mechanism and moment in the user’s journey to ask for credentials.

The three levels of “Saving Progress”

In real life, a lot of products would be someone wearing a shirt to a bar with their best qualities printed on and only engage in conversation after the phone number exchange.

The most engaging products that require the creation of an account found a way to allow their users to start off without a registration. They then come back later and encourage the creation of an account to save their progress. This reduces the user’s uncertainty and also makes it easier to convert the user as the endowment effect already kicks in.

The pinnacle is to figure out a way to save the user’s progress without them having to do anything. While it’s technically the most difficult, it’s the best mechanism to foster user engagement.

What to strive for:

Best: The user does not have to register to use the service, progress is saved differently

Med: The user has to register at a certain point on the user journey

Low: The user has to register before using the service for the first time

Think: Don’t ask for the number first, engage in conversation and offer to save progress later.

Part 1/3 of this mini-series is on “Introduction”;

Part 3/3 on the „First Mission“ to get them to start using the service.

This post was created with Typeshare

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David Fuesser is a curiosity driven entrepreneur & advisor. Currently building Project Fuze. Previously Co-Founder & CVO at KADACON — The Interaction Factory.

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David Fuesser

David Fuesser is a curiosity driven entrepreneur & advisor. Currently building Project Fuze. Previously Co-Founder & CVO at KADACON — The Interaction Factory.