So you got them to click on the big green free button – congrats! Home free right? Not quite. They don’t depend on your offering yet. Without dependency, why would they pay? Here the real work begins….getting them to USE the tool.
Regardless of the digital service you offer, whether it is an app, software or any other digital offering, they are all built around the same value proposition – convenience:
- Reducing time spent
- Facilitating integration
- Increasing accessibility to content etc
How do you permeate convenience throughout your offering? Reduce complexity. In other words, optimizing engagement requires an overall reduction of complexity. Remember, the value proposition stimulating engagement revolves around convenience. If you want to effectively reduce complexity, understand the overall impact your tool has on the other tools and processes affected by yours.
Here are some of the common concepts recommended to simplify complexity:
Auto-population - If the information is given once, that’s enough. People appreciate not repeating the same task and are not concerned with how you manage it. Proper information indexing enables auto-population.
Wizards - Remove the learning curve. Step-by-step process telling them what to do for that step in as few words as possible. Visibility on progress to completion stimulates engagement as each completed step results in a sense of accomplishment. This accomplishment gets reinforced by an actual dopamine hit in their system. Nothing drives engagement more than instant gratification.
Contingency - People make mistakes. Empower them to fix those mistakes; ideally without losing the information. Offer a back button that caches the inputted information. When they get back, there’s no task to repeat.
The high level view? Simplicity creates sustainable conversion. Study your tool and ask yourself, "Can I simplify even more?" Less is more!
Stay tuned for our next article where we discuss the opportunity between entrepreneurs and establishment!