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- Report
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The sticky stuff: how apps keep consumers’ attention
- 17/07/2012
Overstickiness can lead to 'gamer regret'
Akosikenet, Creative commons (2011) ©Scope
Stickiness is one of the core principles of web design, and one of the metrics used to measure the success of a site’s outreach to consumers. The key metrics for website stickiness have not changed significantly since the early days of the web: the more time a user spends on a page, the more links within a site a user follows and the fewer 'bounces' – users who leave after only visiting the site’s home page – the stickier the site. It's also important as a means to brand or product objectives, namely:
Payment: the promise of sticky content can persuade users to pay up front for access, or pay a regular subscription fee
Promotion: quantifiably sticky content provides more opportunities to advertise a brand’s own products, or sell advertising space in the app
Purchases: apps in particular often sell updates such as in-app items or additional content
With these objectives in mind, Daniel Nye Griffiths unpacks the dynamics behind some particularly engaging apps and games. What makes them stick? -
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