Chapter 8: User Dependence - How to retain users and monetize repeatedly?
The last example in the previous chapter is actually an example of improving user dependence.
How to build user dependence so that after users come, use or purchase, they will come again, use it again, and purchase it again?
Many of the products are bamboo baskets and colanders. This is also an important reason why these products do not do well and even eventually fail.
After attracting users and converting some, most of these users stopped coming and were no longer needed.
There are so many such products.
In fact, if a product is truly made good, if the traffic entrance is not constructed well, the problem will not be big, and if the conversion is not done well, the problem will not be big. But if user dependence is not done well, it will be a big problem.
They can't stay once they come, so why let them come? It's just a waste of manpower and computing power.
So, how to create user dependence on your product?
Two key words: value and precipitation.
In the final analysis, user dependence on a product comes from the value of the product to the user. Improving the user's dependence on the product actually increases the value of the product to the user.
And this improvement in value is actually precipitated.
What is precipitated? It's data.
Whether it is users, supply capabilities, user experience, or matching long-tail demand, all of these are actually the result of mining and iteration based on the accumulation of data, and ultimately the value of the product continues to increase.
Therefore, when data is precipitated, what data is precipitated?
In fact, to sum up, there are only two kinds of data, one is user data, and the other is data used for production, or production materials.
Continuously accumulate data, and then on this basis, continue to iterate and improve from the following aspects.
1. User experience
A good user experience often allows users to exchange the same behavior and transaction costs for greater value. It also often allows users to use the product repeatedly, forming user dependence.
User experience is multifaceted. This book will not go into it in depth. In the following article "User Behavior Design", the user experience will be systematically explained from the perspective of user behavior design.
2. Increase in demand frequency - using long-tail demand to extend the user's demand chain
Making a product is often made to meet a certain need of a user group. However, this need often extends into long tails from all directions.
Therefore, taking advantage of long-tail demand can greatly increase user dependence.
However, the long tail demand is a long tail of head demand, rather than covering all related needs. Many products have a bunch of functions, because every function is used by people, no matter how many people use it. , in short, everything was done, and in the end, the entire product became very bloated and the user experience became very poor. The gain outweighs the loss.
Doing growth and building products is actually a kind of game and trade-off. Just doing addition will not work. It’s impossible not to consider long-tail demand.
How to grasp and choose between these is a very important and not easy matter.
Done well, adding a long-tail demand will not only improve conversions, but also improve user experience.
If done poorly, adding a long-tail demand may not only fail to improve growth, but may also lead to user loss due to reduced user experience.
3. Improvement of supply capacity
If it is a unilateral market product and its own supply capacity is insufficient, it will not be able to extend the user's demand chain, nor will it be able to improve the user experience. Naturally, it is also difficult to increase user dependence.
If it is a multi-sided market product, improving supply capacity is actually improving users on the supply side. If growth strategies and methods can continuously improve and retain supply-side users, then this product will continue to grow. On the contrary, if the supply-side users cannot settle down, then the consumption-side users will continue to be lost.
Except for social products, the consumer side is the supply side, and the supply side is the consumer side of the product. For other multilateral market products, the consumer side basically comes to the supply side. Therefore, for such multilateral market products, the supply side is the product. The key to continued growth.
Take the taxi-hailing business as an example. If the transportation capacity is small, the order volume will not be large. If the shipping capacity is sufficient, in theory, all orders in the market can be taken.
The same goes for takeout.
This is basically the case for other e-commerce and tourism categories.
4. Excavation and improvement of user value
The accumulation of user data actually provides the basis for users to create huge added value.
This increase in added value can greatly increase user dependence.
Both aspects.
On the one hand, it is to use users’ own data to increase the added value of products to users.
For example, a community can design various medals based on user behavior, or other "social currencies" that can display users' "highlight moments". On the one hand, it can increase users' dependence on the product, and on the other hand, it can increase the fission effect of the product. .
On the other hand, it uses user relationship data to increase the added value of products to users.
This is a very interesting thing. Mining and designing user relationships often not only increases transaction volume and behavior, but also often produces some unexpected effects.
I have done data analysis in the past. The greater the average number of user relationships and the more relationship dimensions, the stronger the user dependence. This will improve user retention, conversion and other aspects.