How does product operation guide new users to pay?

The ultimate goal of product operation is to bring profits to the company, so how to motivate users to pay is a critical step. The article analyzes the payment of new users from multiple perspectives for everyone to learn and refer to.

Video live streaming products are content products. Producers produce content to meet users' entertainment and emotional needs, but users do not represent consumers. Most users equate "watching live streaming" with "watching TV."

It is particularly important to allow users to overcome their psychological expectations and take the critical first step of paying, which is the basis for the platform to generate revenue and producers to make profits.

Due to recent work needs, I conducted a payment behavior analysis on new users of my company's live broadcast product, and analyzed the behavioral changes of new users before and after payment from multiple angles to provide data-driven information for accurately hitting users' payment psychology.

This article will analyze the analysis experience of new user payments from the following angles.

1. Driving factors for new users to pay

The first step for users to pay is necessarily driven by something, which can be simply divided into the following three sources:

1. Cost-effectiveness

Most platforms will design many direct incentives for new users, such as "special discounts for new users" and "special offers for new users" on e-commerce platforms. Content-based platforms produce content and do not involve discounts on selling prices, so the commonly used method is to give away privileges.

• Give a novice medal
• Give growth points and points
• Free trial membership
• Give away lucky draw opportunities and win high-value rewards
• …

Using cost-effectiveness to drive users to pay is the simplest and most effective way to think of it. However, the disadvantage is that some of the free privileges require costs, some will depreciate if given too much, and if too much cost-effectiveness is given, users will become numb, which will in turn raise the threshold of consumer psychology.

2. Emotional resonance

Unlike e-commerce, where new users pay simply to buy the goods they need at a low price, content products have an emotional resonance with users.

Users can get the content they want without spending money, but when the content arouses a strong sense of identification and resonance among users, or the content producer becomes an emotional dependence of users, the users’ driving force will become to support the content producer, and paying for consumption will become a natural thing (refer to the celebrity fan effect).

• What he said (what he wrote) touched my heart
• I like him so much, I want to support him to be on the list
• …

3. Curiosity

Most of the users who pay out of curiosity are not familiar with the platform products and have discovered them by accident. They are not sensitive to small purchases and are willing to spend money to give it a try.

Especially for live broadcast platforms with complex ecosystems, there are too many functions that can be consumed. Users may make their first purchase because of the host's announcement, cool special effects, curiosity about the special effects that can be obtained after paying, or speculation about whether they will gain the attention of the host and other users.

• There are new special effects and new costumes. I want to try them.
• Give a gift, maybe you will get attention
• What is the function of XXX? Want to try it
• …

2. Behavioral characteristics of new users’ payment

After analyzing many new paying users, we found some characteristics of new users' payment, from which we can also infer the psychology of new users. There are big differences between new users and skilled "expert" users in how they use the product.

1. Follow the prompt

The most important characteristic of new users is that they have a certain interest in the product but do not yet understand how to use it. If you are not familiar with the basic functions of the product, why would you pay so quickly? A large percentage of users do so because they comply with prompts.

Tips include product tips and producer tips:

Product tips , such as: After the user's first recharge, click the reward button to quickly leverage the first payment.

Users may make their first recharge for the first recharge reward, but after recharging, 30% of users will not make any purchases for a long time. It may be because you don’t know where to spend your money; After the initial recharge, users are immediately prompted to give rewards, which intervenes psychologically and prevents them from spending time looking for consumption outlets.

When producers participate in PK or ranking, the importance of amplifying support is emphasized. When the platform organizes a ranking event or a producer PK, it directly tells the user that the current producer needs his support, magnifies the importance of the individual, and prompts the user to reward immediately, so that the money can be spent at the most worthwhile and needed moment.

Producer tips such as:

• Live broadcast producers, anchors ask users for gifts, request to open identities, etc.
• Community producers, with reminders at the end of posts or articles asking for rewards, etc.

The product designs mentioned above are all proven and have a strong guiding effect on new users to pay. They take advantage of the new users' unfamiliarity with the product gameplay, reduce the time users spend thinking about "how to use the product", and promote consumption.

2. Increase interaction and self-expression

There is a noticeable fluctuation in the behavioral activity of new users before and after the moment they pay.

Before consumption, there is less interaction, less speech, and shorter stay time. In the period before payment, the user's interaction rate, speech rate, and viewing time all increase by at least 30%.

This phenomenon is easy to understand. Before the first payment, users have contradictory and intense psychology, and they make fierce comparisons and clashes of thoughts on issues such as "Is this money worth spending?" and "Should I reward this person?"

In order to draw conclusions, users will use the product more frequently and participate in interactions.

3. Free Trial

The platform generally offers various free trial products before new users pay. Some benefits are effective immediately after being distributed to the account, and users can enjoy them without any additional operations. Some benefits require users to perform operations again before they can enjoy them, such as the free gifts distributed to users by live streaming platforms.

Data analysis found that users who received free gifts in packages were more likely to pay for rewards after experiencing the free gifts. For users who have received free gifts but have not given them away, it will be more difficult for them to make their first payment because they have not experienced the joy of giving rewards.

3. Paid Conversion

Based on the above behavioral characteristics of new users before and after payment, strategies for content platforms to convert new users into paying have also emerged.

1. Cost-effectiveness incentive

Although cost-effectiveness incentives are a commonly used method, excessive use is still not recommended. The platform needs a healthy ecology. Destroying the ecology for short-term interests will lead to the increasing depreciation of resources and making growth increasingly difficult.

2. Provide guidance

Guiding new users requires understanding their psychology. The scientific approach is to first analyze the data, determine the key time points when user behavior undergoes a qualitative change, and use data to drive product design. This way, you can avoid disturbing users to the greatest extent possible and efficiently convert them to payment.

Guidance should be given to users when they are most confused, rather than blocking their normal usage process and guiding them to pay. The product design requires careful consideration.

3. Set tasks

Users often browse products aimlessly and their attention is at risk of being distracted at any time. Setting appropriate tasks and task rewards can help focus users' attention and cultivate the habit of long-term use and payment.

For example, the task system that is essential in games gives users a reason to spend time playing. Content products, especially live streaming, are essentially entertainment like games. Giving users clear goals allows them to get rewards and thus enjoy the entertainment better.

4. Use freeware with caution

Although free trials are already a common means of attracting new customers, the biggest disadvantage of free trials is that they lead to the depreciation of resources.

There is little room for depreciation of privileged free experiences, but we still need to pay attention to the different treatment of experience privileges and formal privileges. Free privileges must be lower than formal privileges, and the lower level must be clearly perceived by users, so as not to cause disgust among advanced players.

Free experiences based on rewards will cause serious depreciation, directly affecting the income from paid rewards, and are recommended to be available only to very scarce new users.

The payment of new users of content products requires more understanding of user psychology, because unlike physical e-commerce, users consume virtual goods, and consumption does not benefit themselves, but is more about satisfying psychological expectations and emotional desires.

Start with user behavior data analysis, think carefully, put yourself in the new user's situation, and think from their perspective.

Author: Ling Ge

Source: Spiritual Song