Nudging Basics: Contextual Nudges in Apps

3, 7, 30 days, 30, 60, 120, 360 seconds…

The time needed to successfully lead the user through the initial stages of the app funnel may vary between products, yet the desirable outcome almost always stays the same — high retention and minimal churn. Thus, it’s crucial to think about the possible decline before it happens and to hook your users on the product before they think about deleting the app. The first thing that should come to mind when thinking about the retention-aimed in-app interaction with the user is nudging.

Nudging?

As we navigate through the vast sea of digital products, we often find ourselves stuck at the initial stages, unsure of how to proceed or whether to continue using the app altogether. This is where the art of nudging comes into play, a subtle but effective way of guiding users towards making positive choices without restricting their freedom of choice. Derived from behavioural economics, nudging is a powerful tool that combines insights from psychology and economics to influence human decision-making. By altering the choice architecture, nudging encourages users to take desirable actions that are in their best interest, leading to improved product metrics and higher retention rates.

Nudging is based on the idea of “choice architecture,” which refers to the way in which options are presented to people. By making small changes to the choice architecture, it’s possible to guide people towards making better choices without forcing them to do so.

For example, using social proof by showing the number of users who have already signed up or have upgraded to a paid plan can nudge users towards taking the same action without pressure. Nudging can also be used to reduce friction in the user journey, like simplifying the signup process or providing helpful suggestions for completing a task. By making it easier for users to take action, we can improve the user experience and increase the likelihood of conversion. Similarly, it can reduce cognitive load and improve the user experience by simplifying the decision-making process and making it easier for users to complete a task or take a desired action. For example, using progress bars or checklists can nudge users towards completing a multi-step process like signing up for a service or completing a purchase.

Important note: nudging is not about forcing users to take certain actions, but rather gently guiding them towards making better choices. It’s crucial to use nudging ethically and with respect for the user’s autonomy.

How to nudge?

Form and use the nudge library — a set of subtle prompts or cues to nudge users towards making certain choices. Here is a short walkthrough:

1. Identify the target user group. Determine the user group for whom the nudge library will be created.
2. Analyse user behaviour. Analyse user behaviour to identify the points where users get stuck or drop off in the app. This will help identify the type of nudges that can be effective.
3. Identify the right nudges. Review the available nudges in the library and select the ones that are most relevant to the identified user behaviour.
4. Test the nudges. Test the selected nudges on a small group of users to determine their effectiveness.
5. Incorporate the nudges. Incorporate effective nudges into the app to improve user experience.

Nudge library essentials:

1. Progress indicators. These nudges can be used to show users their progress through a process or task, encouraging them to continue.
2. Error messages: Error messages can help guide users when they make mistakes. They should be designed to be informative and helpful, rather than frustrating or condescending. For example, an error message can be used when a user enters an invalid email address.
3. Tooltips. Tooltips are small messages that appear when users hover over an element, providing additional information or context. For example, a tooltip can be used to explain the purpose of a button that might not be immediately clear.
4. Micro-interactions. Micro-interactions are small animations or visual cues that provide feedback to users and enhance the overall experience. For example, a micro-interaction can be used when a user clicks a button to confirm that the action has been completed.
5. Modal dialogues: Modal dialogues are pop-up windows that can be used to provide additional information or options. They can be used to confirm a user’s action or to ask for additional information. For example, a modal dialogue can be used to confirm that a user wants to delete a file.
6. Personalised recommendations. These nudges can be used to suggest content or products that are relevant to the user’s interests, increasing the likelihood of engagement.
7. Reminders: These nudges can be used to remind users of incomplete tasks or upcoming deadlines, increasing the likelihood of completion.
8. Visual cues. Using visual cues, such as arrows or circles, can nudge users towards certain areas of the app or encourage them to take specific actions.
9. Gamification elements. Adding gamification elements, such as badges or points, can nudge users towards completing tasks or using features more frequently.
10. Progress bars: Including progress bars can nudge users towards completing longer tasks, such as filling out a form or reading a lengthy article.
11. Micro-interactions. Using micro-interactions, such as subtle animations or sounds, can nudge users towards engaging with the app more frequently and make the experience more enjoyable.
12. Gamification elements: These nudges can be used to add elements of game-playing to the app, making it more engaging and encouraging users to continue using the app.

Why nudging? Subtle nudges vs intrusive in-app messages

There are more than 100 scientific articles on the use of nudges in digital products. Actually, I didn’t read all of them. The first 30 were enough. The conclusion drawn from every research was almost the same — the right nudging always improves product metrics across various stages of the product funnel regardless of the product’s niche. However, there are still product solutions that substitute nudges with in-app messages aiming at simplifying the logic of information architecture within the app. Yet, most of the time, they confuse the user even more and don’t meet the initial goal due to the limited functionality of such in-app interactions, which is why nudges should become a frequently implemented alternative to long flows of in-app messaging, and here are 4 more reasons why:

1. Compared to popups, nudges have a wider range of capabilities to improve the user experience beyond simply displaying a message. Nudges can be used to encourage feature adoption, help users discover new features, increase user activations, improve funnel conversions, reduce funnel drop-offs, implement FOMO tagging, and collect real-time feedback.
2. Nudges have zero latency and can be triggered by the user without requiring an internet connection, making them more responsive to changes in the user’s context or purchase intent. In contrast, in-app messages rely on server-to-server interaction and require a constant internet connection, which can lead to delays and make them less effective in dynamic situations. This difference is an important factor to consider when deciding between nudges and in-app messages in app design.
3. When it comes to the impact on the user’s flow on the app, nudges are less intrusive than in-app messages. Nudges are designed to encourage specific actions without disrupting the user’s experience, whereas in-app messages can be more disruptive and may interfere with the user’s flow on the app.
4. Nudges improve the user experience by using diverse and attractive visual cues to encourage specific actions or behaviours.

Nudges can be tied to any element of the screen and in contrast to in-app messages, which can often feel intrusive or annoying to users, nudges provide a more subtle and seamless way to encourage user engagement.

Case study: Headspace, Instagram, TikTok

Instagram. Instagram uses nudges to encourage users to engage with content and profiles. For example, when a user visits a profile for the first time, the app may display a message that says “Follow [username] to see their posts” or “Turn on post notifications for [username] to stay up to date with their content.” These nudges encourage users to engage with profiles they’re interested in and help to increase engagement on the app.

Instagram also uses nudges to encourage users to post more often. For example, the app has a feature called “Stories” that allows users to post short videos or photos that disappear after 24 hours. To encourage users to use this feature, Instagram uses a nudge that says “Add to Your Story” at the top of the app’s home screen. This nudges users to post more often and share their experiences with others on the app.

Headspace. Headspace uses nudges to encourage users to meditate more regularly. For example, the app may send a push notification that says “Take a break and meditate for 10 minutes” or “It’s time to meditate, let’s go.” These nudges remind users to take a break from their busy lives and make time for meditation, helping to improve their mental health and well-being.

Headspace also uses nudges to encourage users to try out different meditation programs and courses. For example, the app may display a message that says “Discover our new program on anxiety” or “Try our sleep course for better rest.” These nudges encourage users to explore different parts of the app and find content that’s relevant to their needs and interests.

TikTok: TikTok uses nudges to encourage users to create and post more content. For example, the app has a feature called “For You” that shows users a curated feed of videos based on their interests and previous activity. To encourage users to engage with this feature, TikTok uses a nudge that says “Tap to see more videos like this” at the bottom of each video. This nudges users to keep scrolling and engaging with the content on the app.

TikTok also uses nudges to encourage users to create and post their own videos. For example, the app has a feature that allows users to “duet” with another user’s video, creating a split-screen video that shows both videos side by side. To encourage users to use this feature, TikTok uses a nudge that says “Duets make your videos twice as nice. Give it a try!” This nudges users to try out this feature and create their own content to share with others on the app. Overall, TikTok’s use of nudges has helped to increase user engagement and keep users coming back to the app to create and consume content.

Final note

From progress indicators and error messages to personalized recommendations and visual cues, there are countless ways to incorporate nudging into your app. By doing so, you can create a more engaging and enjoyable experience for users, ultimately leading to higher retention rates and lower churn. So, why wait? Start nudging your users towards product success today!