Bring the user to the ... end of the funnel
Understanding what the user is driving is one of the key tasks in developing an application interface or resource design. Fortunately, Bluma Volfovna Zeigarnik has put at our disposal a fairly powerful lever that has found extremely effective use in e-commerce.
Bluma Vulfovna Zeigarnik is a Gestalt psychologist and psychiatrist who has made a significant contribution to the creation of experimental psychology as a science. In 1927, she discovered that tasks that were not completed for one reason or another were given much more attention than those that had a logical ending. Today this phenomenon is called the “Zeigarnik effect”.
Below are a few examples of how this effect is used in modern web design:
Method number 1: The degree of completion
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One of the first methods that comes to mind at the mention of the “Zeigarnik effect” is a clear demonstration of how close the user is to the final goal. Quite often this is realized in the form of clearly indicated and numbered stages of the process, intuitively clear progress bars, a list of tasks, etc. In addition, if we are talking about the use of this technique in online commerce, its effect is enhanced by the fact that explicit information about what steps the user has to go through in the course of ordering products significantly reduces friction due to the ability to estimate the necessary time costs.
An example of applying this vkontakte technique (image source http://seob.info/ )
Another use case:
Cons : This approach may conflict with the law of cost benefit analysis. This is especially true for filling out a profile, since the minimum information required allows you to fully use your account, and the time costs seem excessive to the user. This can be avoided if we take the minimum filled profile not for 0 or 5%, but, say, for 60%. The prospect of filling 40% looks much less intimidating than 95. This does not mean that you have to deceive the user, especially since it is almost always fraught. The point is to take into account in the calculations the time spent by the user on registration.
Method # 2: Product Ecosystem
Another common and highly successful approach that companies use is to create a harmonious ecosystem of products. This technique activates the “Zeigarnik effect” due to the fact that the consumer feels a sense of incompleteness of the “kit”, if not all mosaic pieces are present in his “collection” of gadgets, programs or other products, and even more so if one or several elements are “inserted” from completely different set (made by another company).
Method number 3: Scoring
One of the most popular methods of enhancing user participation on the Internet today, apart from the feeling of incompleteness, makes extensive use of social evidence. Scoring, their visual presentation and public demonstration motivate the user to continue to use the resource or application, as he has a feeling of control from the side. The effect is enhanced by the publication of achievements and comments to them. The role of a constant reminder that you have where to strive, fulfills the annoying TOP-10 (20, 50, 100).
An example from Microsoft Virtual Academy:
Another manifestation of this approach is the user's motivation to create content that will be evaluated by experts or other participants. Quite often reviews, reviews or articles are used as such materials.
Film Search:
And of course:
Method number 4: Gamification
The use of gaming mechanisms is becoming increasingly popular. Application designers often use the same principle, which forces a gamer to go level by level with a toy, which is not so interesting in general, but the incompleteness of the process again and again brings us back to the field of virtual battles.
The main thing is that the awards marking a particular event motivate the user to achieve new heights, emphasizing the fact that he has only one (two, three, four, five) trophy left to a new level.
Cons : Failed implementation can cause the failure of the project.
Eventually:
1. People care about what other people think about them. This is sad but extremely effective when it comes to user motivation.
2. Proper use of this effect allows you to become “addictive” to your product, and the user will return again and again.
3. Use the natural human desire for development and progress, rewarding him for certain actions.
Bluma Vulfovna Zeigarnik is a Gestalt psychologist and psychiatrist who has made a significant contribution to the creation of experimental psychology as a science. In 1927, she discovered that tasks that were not completed for one reason or another were given much more attention than those that had a logical ending. Today this phenomenon is called the “Zeigarnik effect”.
Below are a few examples of how this effect is used in modern web design:
Method number 1: The degree of completion
')
One of the first methods that comes to mind at the mention of the “Zeigarnik effect” is a clear demonstration of how close the user is to the final goal. Quite often this is realized in the form of clearly indicated and numbered stages of the process, intuitively clear progress bars, a list of tasks, etc. In addition, if we are talking about the use of this technique in online commerce, its effect is enhanced by the fact that explicit information about what steps the user has to go through in the course of ordering products significantly reduces friction due to the ability to estimate the necessary time costs.
An example of applying this vkontakte technique (image source http://seob.info/ )
Another use case:
Cons : This approach may conflict with the law of cost benefit analysis. This is especially true for filling out a profile, since the minimum information required allows you to fully use your account, and the time costs seem excessive to the user. This can be avoided if we take the minimum filled profile not for 0 or 5%, but, say, for 60%. The prospect of filling 40% looks much less intimidating than 95. This does not mean that you have to deceive the user, especially since it is almost always fraught. The point is to take into account in the calculations the time spent by the user on registration.
Method # 2: Product Ecosystem
Another common and highly successful approach that companies use is to create a harmonious ecosystem of products. This technique activates the “Zeigarnik effect” due to the fact that the consumer feels a sense of incompleteness of the “kit”, if not all mosaic pieces are present in his “collection” of gadgets, programs or other products, and even more so if one or several elements are “inserted” from completely different set (made by another company).
Method number 3: Scoring
One of the most popular methods of enhancing user participation on the Internet today, apart from the feeling of incompleteness, makes extensive use of social evidence. Scoring, their visual presentation and public demonstration motivate the user to continue to use the resource or application, as he has a feeling of control from the side. The effect is enhanced by the publication of achievements and comments to them. The role of a constant reminder that you have where to strive, fulfills the annoying TOP-10 (20, 50, 100).
An example from Microsoft Virtual Academy:
Another manifestation of this approach is the user's motivation to create content that will be evaluated by experts or other participants. Quite often reviews, reviews or articles are used as such materials.
Film Search:
And of course:
Method number 4: Gamification
The use of gaming mechanisms is becoming increasingly popular. Application designers often use the same principle, which forces a gamer to go level by level with a toy, which is not so interesting in general, but the incompleteness of the process again and again brings us back to the field of virtual battles.
The main thing is that the awards marking a particular event motivate the user to achieve new heights, emphasizing the fact that he has only one (two, three, four, five) trophy left to a new level.
Cons : Failed implementation can cause the failure of the project.
Eventually:
1. People care about what other people think about them. This is sad but extremely effective when it comes to user motivation.
2. Proper use of this effect allows you to become “addictive” to your product, and the user will return again and again.
3. Use the natural human desire for development and progress, rewarding him for certain actions.
Source: https://habr.com/ru/post/243079/
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