Onboarding

We used the "Ikea effect" to increase conversion by 82%. Here's why and how. The Ikea effect is a "cognitive bias in which consumers place a disproportionately high value on products they partially created". We wanted to do 2 things in our... See more

The most challenging products must EXPLAIN how something should be done (think Adobe Photoshop, where users must be find training on YouTube or elsewhere to engage — even initially—with the product). Having to explain your product is the least effective way to engage new users (and explains why products like Photoshop struggle to attract non-Pros).... See more

Optimize For The First 15 Seconds Of Laziness, Vanity, & Selfishness

In the first 15 seconds, your visitors are lazy in the sense that they have no extra time to invest in something they don’t know. They are vain in that they want to look good quickly using your product. And they’re selfish in that, despite the big picture potential and purpose of what your service stands for, they want to know what will immediately... See more