Growth Newsletter #121

Ever realize you’ve been browsing Instagram or TikTok for over an hour?

Or find yourself checking them whenever you’re bored? (ie 50 times per day)

That’s because those companies have developed the perfect system to get you completely hooked.

They've nailed the Hook Model, a concept from Nir Eyal. It's a four-step process to get people to use a product habitually.

The four steps are: Trigger → Action → Variable Reward → Investment

SaaS products that benefit from frequent use stand to gain a lot from the Hooked model.

Just make sure to use it ethically :). These are the same tools that companies use to get people addicted to gambling. So use them for good to get them addicted to things that benefit their lives.

If you want to hear Nir Eyal speak more about it, check out our interview with him.

With mobile commerce sales hitting $387 billion in the US last year, nailing the mobile buying experience is key.

So make your product-page CTAs sticky.

That way, it's easier for shoppers to add to cart—no scrolling back and forth to find what they’re looking for.

The luxury brand Baume & Mercier saw clicks on its “Add to Cart” button rise by 78% after making this change.

Consider the difference between these product pages from Sephora and Missha:

Let’s look at Missha first. Once someone has scrolled down to learn more about Missha’s product, they have to scroll back up to find the “Add to Cart” button again and make a purchase.

Meanwhile, someone shopping on Sephora’s mobile site has constant access to the “Add to Basket” button. They even have the option to adjust the quantity they want.

Once someone has decided that they're ready to buy, let them take action immediately. Every bit of thought and effort could make them change their mind.

This tactic can 2x the likelihood that someone says "yes" to your requests.

And it's hilariously simple. At the end of your request, just add:‍

"...but you are free to accept or refuse."‍

Studies have shown that adding those words can significantly increase the chances of a "yes."

For instance, in one study, strangers were asked to give someone money for bus fare. They gave twice the amount when those words were part of the request. 

Why do they matter so much?

We hate being told what to do. In contrast, we like to feel understood, respected, and in control.

Paradoxically, acknowledging a person's right to choose is enough of a nudge to increase the likelihood that they do what you want them to do.

Brains are weird.

So give people choice by using either the above phrase or a less-formal variation of it. Some places you can do that: 

• "But it's totally up to you"
• "It's your choice"
• "Take it or leave it"