#220: Using cognitive biases to boost app engagement and revenue with Senior Product Manager at Cleo

Business of Apps Podcast

One of the staples of app marketing is understanding of your customer. If you understand her needs, her likes and dislikes, her behavior, you can build a winning strategy to connect your app with people who will be your loyal users.

Now, do you think people behave rationally, logically? Sometimes they do but way more often their behavior is influenced by biases, cognitive biases. Wonder what this is and how it connects to app marketing? You’ve come to the right place, in this episode Angèle will answer these questions for you.

Today’s Topics Include:

• Angèle Lenglemetz bio
• What is Cleo AI
• What are cognitive biases
• Striking a balance between leveraging cognitive biases and ensuring ethical practices
• Fitting using cognitive biases into the broader app development strategy
• Android or iOS?
• Leaving her smartphone at home, what features would Angèle miss most?
• What features she would like to see added to her smartphone?

Links and Resources:

• Angèle Lenglemetz on LinkedIn
• Cleo AI website
• Cognitive bias definition
• Business Of Apps - connecting the app industry

Quotes from Angèle Lenglemetz:

"Cognitive biases are like shortcuts that our brain takes to make decisions faster. They're really powerful because they tap into universal human tendencies, things like avoiding loss, valuing scarcity, or seeking closure.

At Cleo, we use biases thoughtfully. One example is loss aversion. People feel the pain of losing more intensely, something more intensely than the joy of gaining the same thing. So we leverage this with features like saving streaks. If a user is consistently saving, Cleo will remind them like don't lose your streak and it's super simple but it taps into that innate desire to avoid loss and it actually really works."

"I think as fun and as important as cognitive bias are, they are never more than like the icing on a solid cake. And they're amazing for enhancing an experience, but they won't work if the product itself doesn't solve a real problem. For app creators, my advice is therefore like first, focus on the fundamentals first. If your core product doesn't deliver value, no amount of nudging and cognitive bias layer you add to it will fix that."

Host

Business Of Apps - connecting the app industry since 2012