Most powerful skill nobody ever taught you

 Hick's Law: 

  • More options leads to harder decisions.
  • Don't confuse the user.
  • Reduce the number of options.
  • Use short sign forms and ask only what you need.


Zeigarnik Effect:

  • People remember incomplete tasks better than completed ones.
  • Make the user feel like they are close to the finish line during signup
  • Use progress bars and never start the progress bar at 0
  • The user will be less likely to drop off


Endowment Effect:

  • You value something much more if you think you own it in some way.
  • By making users invest a little customisation they're more likely to make an app feel theirs.
  • This will lead to them returning to the app and increasing retention. Check @trynolt


Future Pacing:

  • Rather than focus on features, @Discord focuses on letting my imagination run wild.


Reciprocity:

  • People feel the need to reciprocate when they receive something.
  • It's OK to ask for a favor, but would you ask 6 in a row to a stranger? The same goes for apps. Value first and ask next. 
  • @Expensify shows you the value in their tool first then asks for personal information


Loss Aversion:

  • Humans experience loss more than gain.
  • Use loss aversion when cancel flows to reduce churn or when abandoned carts to increase sales.


Cognitive Load:

  • Cognitive load is the total amount of mental effort that is required to complete a task. Follow @skrug principle, don't make the user think. 57% of users abandon cart due to extra work during sign up flow


Bandwagon Effect

  1. Tendency for the brain to conclude that something must be desirable because other people desire it. 
  2. use number of customers, social proof and testimonials to show your product is desirable and they should sign up for it.
  3. @miro does this nice


Decoy Effect

  • Make big prices look smaller by comparing them to even larger prices. 
  • Always use tiered pricing to allow this to take effect. 
  • Have a lower, medium and high tier offer. Usually people will gravitate to the medium tier offer. @theeconomist do this well


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