They need to be clear: often, I just can’t tell what someone wants me to do on their page or in their app. There are two types: external and internal. We’ll walk through all four, starting with triggers. As people move through your hook in successive cycles, customer preferences are shaped, tastes are formed, and habits take hold. What are the elements of a “hook”?Ī hook includes four steps: a trigger, an action, a reward, and an investment. The community habit is bolted onto the experience, and the result is eventual monetization. For example, a real estate agent can’t get his clients into the habit of buying houses every week, but he can create a content habit that hooks them on getting a regular newsletter about their communities. You can build a habit-forming experience around the product, but it still needs to happen within the critical cutoff point. You might say: my product doesn’t get used that quickly. The key behavior you want to turn into a habit should occur in a week or less. It’s incredibly difficult to change a consumer behavior if it doesn’t occur often enough. It’s a part of the user experience that connects the user’s problem to your product with sufficient frequency to form a habit.įrequency is crucial. OK, so what does it take to create a new consumer habit?Įvery product that creates a habit – whether online or off – embeds a hook. Some companies need to worry about this, but most have the opposite problem: “I have a great product that would really help my customer if I could only get them to use it.” That’s what I’m teaching you. There’s an ethical line crossed when you keep someone using your product when you know they don’t want to. Everything I teach is about persuasion: helping to build healthy habits into peoples’ lives, so they do what they already want to do. Addictions are persistent, compulsive dependencies that hurt the user. There’s a big difference between a habit and an addiction. In our industry, we can use habits to help people live happier, healthier more engaged and productive lives. About half of what you do every day is done from habit. To begin, what do you mean by “habit”?Ī habit is an impulse to do a behavior with little or no conscious thought. We discuss his insights on building habit-forming products that have powerful and positive impacts on users’ lives. In his webinar, Nir revealed the patterns that explain why some products and services are incredibly sticky, and how companies like Facebook, Twitter, GitHub, and Slack became masters of retention and engagement.

Nir Eyal is the author of the best-selling book Hooked: How to Build Habit-Forming Pro ductsand the forthcoming Indistractable: How to Control Your Attention and Choose Your Life (he’s also giving Revenera blog readers who pre-order Indistractable the full PDF of the book and a complimentary 80-page workbook!).

Hooked and indistractable