What is Showing State?

Showing State is a marketing technique that has its origins in user interface design.

It simply means giving your users feedback about the status or progress of an action, a product, an email, a shipment, a submission and so on. This technique works on the principle of keeping your users informed, so they know if their actions have been successful or if there's more to be done.

This tactic is extremely beneficial when your intention is retention. This is because, in the business world, keeping your customer informed goes a long way in building trust and facilitating constant engagement. Continuously providing updates maintains customer satisfaction, which usually leads to them staying loyal to your product or brand.

Examples of Showing State

1. Online shopping platforms showing customers real-time tracking information about their orders. This keeps the customer coming back to check the status and engages them with the platform.
2. SaaS (Software as a Service) companies showing users the progress of their data upload or download. This prevents frustration by informing them when they can expect the process to be completed.
3. Email service providers showing a "message sent" confirmation. This alleviates the user's anxiety about whether or not the email has been successfully sent.
4. Banks informing customers via text message when there's a change in their account balance. This makes customers feel secure as they are constantly kept updated.
5. A game app showing players their progress in the form of levels or points. This motivates the player to continue playing as they can see results of their actions.

Marketing Tactics Similar to Showing State

1. Progressive Disclosure: This involves only showing users information that is relevant to them at that particular time, thereby simplifying the user interface.
2. Status Updates: These are frequently used in social media platforms, customer support, and project management to keep users informed.
3. Feedback Loop: This involves receiving continuous feedback from users, analysing it, and then using the insights gained to improve the product or service.
4. Transparency: This involves being open and transparent about your business operations or processes, which cultivates trust among your customers.

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