One theme that comes up repeatedly in what I read, and thus write, is the importance of Triggers. In my February analysis of Jonah Berger’s book Contagious, I discussed how triggers are one of the five core elements to creating a product with word of mouth. Then in June, I discussed Nir Eyal’s bestseller, Hooked, in which the author builds a model on creating a habit-forming product; triggers represent one of four phases of the model. Given the importance of word of mouth (virality) and habit (retention) as two of the three core components of customer lifetime value (LTV), this highlights the crucial role that triggers provide in success.
The role of triggers in virality and retention
Triggers are reminders for people to talk about our product, game or ideas. In Berger’s book, triggers are the foundation of word of mouth and contagiousness. For example, you may regularly show images of your game with coffee, so that people will think about and start discussing your product when they go to Starbucks.
The first step of Eyal’s Hook Model of retention is triggers. Triggers cue the user to take action. There are two types of triggers: external and internal. Habit-forming products start by alerting users with external triggers like an email, a website link or the app icon on a phone. An external trigger communicates the next action the user should take. Online, an external trigger may take the form of a prominent button, such as the Play Now button on many games. When users start to automatically cue their next behavior, the new habit becomes part of their everyday routine. Continue reading “Lifetime Value Part 23: Triggers, the key to both retention and virality”