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What is Stickiness (Sticky Factor)?

Written by

Andrew Strassmore

Reviewed by

Emmanuel O.

Fact checked by

Artem Goryushin

June 25, 2023

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Medium

What is Stickiness?

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Definition

Stickiness in marketing refers to the ability of a product to keep consumers engaged and coming back for more.

Stickiness (also referred to as the ‘sticky factor’) is an important concept in the field of user experience design. It measures how likely a user is to return to your app or website. A well-designed product or website will be able to draw in visitors, retain them, and make it easy for them to return by providing a great user experience.

Examples

One example of stickiness can be seen on social media websites like Facebook and Twitter. These sites are designed with features that entice their users to keep coming back. For instance, they have algorithms that tailor content based on each individual user’s interests, notifications when someone interacts with another user’s post, and well-organized user profiles that make it easy to find other users with similar interests. As a result, people are more likely to return to these sites even if they only visit once or twice a day.

Impact

Stickiness is important because it helps keep loyal customers engaged with a product or website. It also increases the likelihood of visitors becoming paying customers or returning visitors in the future. Additionally, by keeping customers engaged, websites are able to collect valuable user data that can be used to improve the design and overall experience of the product or website.

By providing an enjoyable user experience, websites and products with a high degree of stickiness can stand out from their competition and become successful. Stickiness is also important for achieving long-term growth as it allows companies to maintain loyalty among users, leading to repeat visits, purchases, and referrals.

Calculating Stickiness

To figure out stickiness, you need to understand key metrics such as DAU, MAU and WAU.

  • DAU is the number of unique users who visit a site or app on a given day.
  • MAU is the number of unique users who visit a site or app in a given month.
  • WAU is the number of unique users who visit a site or app in a given week.

As we said before, stickiness is a measure of how often users return to a website or app. It is calculated by dividing the number of unique users who visit a site or app in a given time period. The following image contains the formula for stickiness, which showcases the rate at which users return to the site or app in a week or month.

How To Calculate Stickiness?

Summary

Ultimately, developing a sticky product, website or mobile app requires understanding user behavior and designing the interface with these behaviors in mind. Companies should take the time to research their target audience and design accordingly in order to create an enjoyable experience that keeps users coming back for more. This will help ensure success in the long run.

Related articles:

What is Customer Acquisition Cost (CAC)? What is Customer Lifetime Value (CLV)? What is The Average Order Value (AOV)? What is Return On Investment (ROI)?

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