Variable Rewards

Rather than predictable rewards for actions, offering variable rewards seems to make a product more addictive. For example when you scroll down a Facebook timeline you aren’t sure if you’ll see an incredibly engaging post or the worst post of your life. Another example is a slot machine – if you knew exactly what you’d get, you’d never pull the lever. Introducing variable rewards has proven time and time again to make a product addictive and therefore improve retention.