Before we dive into how to improve product stickiness, let’s make sure everyone knows exactly what we’re referring to. Product stickiness is the degree to which customers are "stuck" on a particular brand or product. Ideally, your product(s) should be perceived as being difficult to substitute with another. Which can be an important factor in determining whether or not a company’s product will be successful.
Product stickiness is important for two reasons:
1) it measures how well customers are satisfied with a product
2) it measures how likely they are to continue using a product in the future
Product stickiness can be applied to any type of product, but it is most commonly used in relation to mobile apps and social media platforms. In those cases, it is calculated by dividing the number of active users by the total number of users.
The link between product stickiness and brand loyalty
The link between product stickiness and brand loyalty can be seen in how customers tend to be loyal to brands that have been associated with products that have been around for a long time. For example, many people have a preference for Coca-Cola over Pepsi, even though Pepsi is cheaper and just as readily available.
One of the main reasons why marketers make use of product stickiness is that it has been proven that customers who are loyal to a particular brand are more likely to buy from that brand again and again, and also recommend it to other people. This type of marketing strategy is often used when there's a need for customer retention.
Best practices for improving product stickiness
The best practice for improving product stickiness is simply to focus on the customer’s needs. Obviously this takes shape in many forms but all tactics should be centered around the customers needs.
The first thing to do is to figure out what your customers want and need. This will help you understand how they use your product and what they would like to see in it. The next step is to find out where they are coming from and why they are using your product. Then you can make changes to the customer experience that will keep them coming back for more.
Some of the best practices to improve product stickiness are:
- Providing a personalized experience for each customer
- Creating a sense of belonging and community among customers
- Ensuring that the customer is always in control
- Giving customers the opportunity to share their feedback, suggestions and reviews
- Offering incentives for customers to purchase and use your product more often. Or to customers who refer friends and family members
How Guidde can help you improve product stickiness
Achieving product stickiness is difficult because it requires a balance between price and quality, as well as other factors such as convenience, brand familiarity and customer service. But that doesn’t mean it's impossible. As we identified above, one of the critical factors to improving product stickiness is ensuring the customer is always in control. And your customer will never feel in control if they are unclear about the value your product(s) provide or how they are used. That’s where Guidde comes in.
Guidde empowers users to create step-by-step tutorials anyone can create. In a few clicks, you can create instructional videos and documents with no design or video production experience. When you’re done editing, instantly share your guides via email, Slack, Salesforce, Zendesk, Intercom and more! Pretty cool right? You can try Guidde FREE for 14-days by clicking this link and installing our browser extension.
