4 Ways to Retain New Customers

It is important to understand the user behavior formula. In order to stimulate new users to become paid users, a formula can be used here:

Behavior = (Motivation - Resistance) * Boost + Reward

Four points that affect new user activation:

1. Behavior: the behavior which businesses want the new user to complete. For example, businesses who want the new user to complete registration of a new account or make the first investment. 

2. Motivation: the action that the user himself/ herself wants to accomplish. For example, if there are not enough supplies at home, this situation will make the users feel motivated to use Dingdong or Meituan App.

3. Resistance: how easy the behavior can be done. For example: if a user wants to purchase a certain product, but the registration process takes 20 minutes to complete, this will hinder buying behavior.

4. Boost: A reminder for the user to take action. For example, if a user places an order on a shopping platform but has not paid for it, the platform will keep prompting how long it will take to cancel the purchase.

5. Reward: the feedback that the user can get after completing the behavior. For example: After purchasing the product, the platform will send the message "Congratulations, you have successfully purchased the product on the ** platform".

Motivation and resistance are the main factors, because the stronger the motivation, the higher the user's willingness to complete the behavior; while the greater the resistance, the lower the possibility of the user to complete the behavior. On the other hand, the boost and reward are relatively auxiliary factors, which play a supplementary role, but are not the main reason for the user's behavior.