Where does user dependence come from?
Where does user dependence come from? In other words, how to create user dependence on a product?
Commonly, there are the following directions.
1. User data
The data generated by users remains in your product, or can only exist as a result of your product. Then, users will naturally become strongly dependent on the product.
Typical case: Taobao.
Online stores are opened on Taobao, product data is on Taobao, and transactions are completed on Taobao. Therefore, users who open online stores are highly dependent on Taobao.
By the way, in order to sell goods, Taobao store owners will also use various methods to promote their Taobao stores. For Taobao, this is also an excellent user growth strategy.
2. User social relationships
The user's social relationships remain in the product, or even exist only in this product. Users need to rely on these social relationships to accomplish many things, such as chatting, working together, finding recognition, and so on.
Therefore, users will have a strong dependence on the product.
Typical case: QQ
It is precisely because of the ever-expanding social relationships of users that users are increasingly dependent on QQ. We will use a chat software, and we will even be inseparable from this chat software. Isn't the main reason why the people you want to contact are there.
3. User habits
User dependence naturally develops when users use your product habitually. Just like when many people go to eat, they will open Meituan first. They are accustomed to using Meituan to make the final decision on where to eat.
4. Strong demand and irreplaceability
The strong needs of users and the irreplaceability of products.
Of course, this irreplaceability is mostly technical.
Typical cases: Baidu search, Google search
Search is a strong demand.
Baidu and Google relied on the advantages of search technology to make themselves irreplaceable for a while, creating a strong user dependence and quickly growing into large companies.
4. User assets
Cash balance, points/virtual coins, coupons, cryptocurrency/token, etc.
The key is that users have assets related to this product from the moment they register, and the assets will continue to grow over time, official activities, user behavior, etc. Even if they are continuously consumed, they will always grow.
For classic cases, please refer to:NetEase’s Careful Selection—A classic case of e-commerce products creating user dependence
5. Better user experience
It is easy to go from simplicity to luxury, but it is difficult to go from luxury to frugality.
It is easy to change users from products with poor experience to products with good experience, but it is very difficult to change users who are accustomed to products with good experience to products with poor experience.
Didi is a typical case.
6. Continuously update content on clear topics
Clear theme, clear user needs, clear users.
Continuously updating high-quality content is a very common, silly, but also very effective way to strengthen user dependence.
A large number of facts have proven its effectiveness. Many media websites, blogs, and self-media have succeeded in accumulating a large number of users because of this.
Continuously updated. . .
