Have you ever wondered why your users don’t continue to use your app after their initial contact with the onboarding or after the sign-up?
There are various reasons why that might happen, but, be honest, have you thought about implementing some psychological concepts in your app’s user onboarding?
Psychology doesn’t merely help us to create better marketing campaigns or user interfaces. Whether you are a manufacturer or a SaaS business, psychology should be present in any department or field of your company. Implementing different psychological concepts will help any product to acquire and retain more users.
Understanding users’ behaviour and how their brain work is crucial in order to create greater user onboarding processes, and if you want to understand user behaviour and to decide which psychological concepts to implement, we will first need to understand what motivates and guides them to take action.
As Plato once said:
“Human behaviour flows from three main sources: desire, emotion, and knowledge.”
In order for behaviour to occur, the user needs all of the three sources.
Let’s see an example of how this can be implemented in user onboarding:
Your target audience’s biggest pain point is the impossibility to publish all posts for their clients on time, so you’re developing a scheduling tool for social media.
The desire for your users would be to publish and maintain every post for their clients without losing the quality of the copy and image.
The emotion which will then occur is actually a feeling of relief, lowering pressure and feeling of satisfaction because of the increase in the user’s time to do other stuff.
The knowledge (trigger) is actually an “Aha moment”: when your user sees and understands the value you’re providing for him, they will start developing behaviour (in our case – they will start using the product).
Marketing and Sales are here to unleash desire and emotion with the potential user, but the final goal of user onboarding experience is to actually create the trigger or the “Aha moment” for users.
In this article, we will take a lot at different psychological concepts, behaviours, effects and successful examples with the aim to provide more value with the app onboarding, create “aha moment” and convert the trial users to premium ones.