Why Product Managers Should Know About the Zeigarnik Effect

One psychological principle that can significantly impact user experience and drive key metrics is the Zeigarnik Effect. Named after Russian psychologist Bluma Zeigarnik, this phenomenon posits that people remember uncompleted or interrupted tasks better than completed ones. This effect can be leveraged to enhance user engagement, increase conversion rates, and improve overall product performance. In this article, we’ll explore the Zeigarnik Effect, its impact on various metrics, and provide a detailed example of its application using Amazon’s cart system. We’ll also discuss potential drawbacks and scenarios where product managers (PMs) can utilize this effect.

Understanding the Zeigarnik Effect

Bluma Zeigarnik discovered this effect in the 1920s when she observed that waiters could remember orders only until they were completed. Once the order was served, they quickly forgot the details. The Zeigarnik Effect suggests that the human brain has a natural tendency to dwell on unfinished tasks, creating a sort of cognitive tension that drives us to complete them.

Metrics Impacted by the Zeigarnik Effect

1. Engagement Rate: Unfinished tasks can keep users coming back to the product, increasing overall engagement.
2. Conversion Rate: By reminding users of unfinished tasks (e.g., items left in a cart), companies can nudge users towards completing purchases.
3. User Retention: Keeping users engaged with incomplete tasks can improve retention rates as users are more likely to return to finish what they started.
4. Session Duration: Users might spend more time on the platform trying to complete tasks, thereby increasing session duration.
5. Churn Rate: Reducing the number of incomplete tasks can lower the churn rate, as users feel a sense of accomplishment and satisfaction.

Example: Amazon?Cart

Let’s delve into a detailed example of how Amazon leverages the Zeigarnik Effect with their cart system.

Step-by-Step Breakdown:

1. Adding Items to Cart: When a user adds items to their Amazon cart, the platform prominently displays the number of items in the cart and often provides subtle reminders about these items as the user navigates through the site.
2. Persistent Reminders: If a user leaves items in the cart without checking out, Amazon sends email reminders. These reminders often include images and details of the items, invoking the Zeigarnik Effect by bringing the unfinished task to the forefront of the user’s mind.
3. Visual Indicators: On the Amazon website, the cart icon with the number of items is always visible, creating a constant visual reminder of the unfinished shopping process.
4. Checkout Process: During the checkout process, Amazon minimizes distractions and provides a streamlined experience to ensure the user completes the purchase, thereby resolving the cognitive tension caused by the Zeigarnik Effect.

Impact on?Metrics:

• Increased Conversion Rate: The persistent reminders and visual cues encourage users to complete their purchases, directly impacting Amazon’s conversion rates.
• Enhanced User Retention: By bringing users back to complete their purchases, Amazon increases user retention.
• Extended Session Duration: Users might spend more time on the platform contemplating and completing their purchases, increasing session duration.

Potential Drawbacks

While the Zeigarnik Effect can be highly beneficial, there are potential cons to consider:

1. User Frustration: Constant reminders of unfinished tasks can lead to user frustration, especially if the reminders are too frequent or intrusive.
2. Decision Fatigue: Users might experience decision fatigue if they are constantly reminded of unfinished tasks, leading to potential abandonment.
3. Negative Brand Perception: Overuse of the Zeigarnik Effect can create a perception of pushiness, potentially damaging the brand’s reputation.

Scenarios Where PMs Can Use the Zeigarnik Effect

• E-Learning Platforms: PMs can use the Zeigarnik Effect to remind users of unfinished courses or lessons, encouraging them to complete their learning paths.

Example: Coursera sends reminders about incomplete courses, motivating users to return and finish their studies.

• Fitness Apps: Fitness apps can leverage this effect by reminding users of incomplete workouts or goals.

Example: MyFitnessPal sends notifications about pending exercise goals or incomplete food logs, prompting users to complete their daily tasks.

• Project Management Tools: Tools like Trello or Asana can use the Zeigarnik Effect by highlighting incomplete tasks and projects, ensuring users stay focused on their priorities.

Example: Asana sends reminders of due tasks and deadlines, keeping users engaged and on track.

• Subscription Services: Reminding users of unfinished signup processes can help convert free trials into paid subscriptions.

Example: Spotify sends emails to users who started but didn’t complete the premium subscription process, encouraging them to finalize their upgrade.

Concluding thoughts

Understanding and leveraging the Zeigarnik Effect can be a powerful tool for product managers. By strategically applying this psychological principle, PMs can enhance user engagement, increase conversion rates, and improve overall product performance. However, it’s essential to balance the use of this effect to avoid potential drawbacks such as user frustration and decision fatigue. When used thoughtfully, the Zeigarnik Effect can be a game-changer in creating compelling and successful products.

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