Want people to become your users? Design your registration process first

Editor's note: The author of this article, Nir Eyal, is the founder of several startups and a consultant for several companies and incubators in the San Francisco Bay Area. He is focused on the interdisciplinary areas of psychology, technology, and commerce, and is also a lecturer at the Stanford Graduate School. This article describes in detail how designers design the product registration process through the concept of "Desire engine. To make ordinary visitors your users, the registration process is not taken for granted.

Before you can change the world, go public in your company, or have millions of Loyal users using your products, you must register users with your products. No matter which industry you are in, building a portal for people to use products is crucial, especially for web and mobile applications. Attention is everywhere. Should they register as your users? This is not easy.

However, if you do well, the user registration process can be the first step to cultivate user habits. Products that require continuous use are often designed to trigger, act, reward, and invest in a fixed design model called desire engine ". It allows designers to efficiently design regular and repetitive behaviors. The registration process can also be the first pass to start the desire engine.

Trigger

To register a user, the first step is to let the user in. However, a successful trigger is not only a simple entry, but also a start to let users remember new habits. Josh Elman, an early product manager who worked on LinkedIn, Facebook, and Twitter, called this trigger "inception" (right, and "inception" in "dreamspace ). "Implantation is to implant the ideas about why and when products will be useful to some people into people's thoughts ." When a user knows this product for the first time through external triggering, such as by inviting emails, links in social networking sites, paid ads, or a reputation marketing recommendation. The information must be consistent. "At any time, people need to talk about your product in the same way," said Elman.

The question "what is this product used for?" should be linked with "When can this product be used. That is to say, this kind of implantation is to associate your products with a certain point in user life.

Instagram is doing a good job of attracting users. Before registration, Instagram triggered some new Facebook users and introduced the product to better capture and share important moments of life through photos.

　　

 

When new users follow the link to their Instagram homepage, they will see how their friends use this product and get