Methodology for creating hot-selling traffic products!

Recently, I managed a growth plan for a star company in the B round. I used the 9-yuan traffic course "Tangram Adventure Camp" to attract high-volume orders. The design and development took a month. After the 9-yuan traffic course was launched, it exceeded 12,000 orders on the day it went online, and 40,000+ in a single week. The fission rate is greater than 2. Because the mobile phone number is obtained as a user clue, the user value will continue to increase.

Before the project started, I had already started planning in advance by writing this case analysis. Now I am just implementing it according to the plan. Some friends may ask, what if it fails?

To be honest, this is why I’m writing this post today!

Through handling so many cases recently, I have been constantly revising and verifying the feasibility and success rate of my own methodology. It just so happens that the recently launched “Tangram Adventure Camp” has once again verified this.

This methodology cannot guarantee that every article of yours will be a hit, but it can guarantee that you have a high probability of winning. Now I am putting my personal methodology into complete text form for the first time to share this universal method.

This article reduces the proportion of case analysis and focuses more on explaining the methodology behind it, teaching you the basic principles of thinking about problems, the advanced version of pixel-level plagiarism, etc. After all, telling you how to do it is much more valuable than what I have done.

In order to make it easier for readers to remember me, I matched the methodology in the article with some fancy technical terms. After all, the Book of the Golden Flower, Six Meridians Divine Sword, Great Shift of the Universe and so on are all well-known... Maybe one day when I’m drinking coffee at Xingmouke, I happen to run into a few pretty ladies at the table next to me discussing my art of war. I’ll probably die of laughter in the toilet! ! !

The methodology involves six methods: "Socratic questioning method", "fine decoration", "landing page logic production method", "product interpretation method", "visual design", and "gamification thinking", which together constitute my product methodology.

Socratic questioning

Constantly trace the causes of events and upcoming results, and explore the optimal solution!

"The so-called Socratic method of questioning is to use a series of questions and statements to make the opponent's answers contradictory in the debate with the opponent, and then refute them. Then, through discussion and debate, one can constantly correct ideas and constantly explore the path to truth."

I first came into contact with this method in 2016. As a product disciple of a big boss, he always used this method to ask me questions. What impressed me most at that time was that he could ask questions continuously for a few minutes regarding a certain event. When the questioning was finished, the person being asked basically already knew the solution to the problem!

The reason why most people are deeply confused is not that they don’t know the answer, but that they don’t know how to find the answer!

In fact, this is one of the essential skills for a PM - to discover the real needs of users!

Digging into user needs actually means helping users solve problems. It sounds simple, but in fact, how deep you can dig into user needs depends on the product manager’s skills! In short, the more questions you ask, the closer you are to the truth, the closer you are to the optimal solution, and the closer you are to the truth.

Take the following classic case picture as an example:

Scenario: A small truck is about to pass through a tunnel, but suddenly finds that it cannot pass through, so it comes to ask you who is passing by, what to do?

Most people thought for a few seconds and then answered, "I don't know or just throw away a few goods, or if that doesn't work, just dig the tunnel higher!" These unreliable answers will really make life difficult for the drivers! Making decisions without any background is like gambling! The probability of success is very low.

Correct questioning posture:

(1) Understand the current scenario

What goods did you deliver? How long is the shelf life of the goods? Is it fragile? Is the car too high or the cargo too high? Are there any friends nearby? How long is the tunnel? How high is the mountain? (Continue to ask questions based on the other party’s answer…)

(2) Tracing the cause of the incident

Where do you import the goods from? Why send this product? Does it have to be delivered today? (Continue to ask questions based on the other party’s answer…)

(3) Predicting future outcomes

Who is this product for? Can I see you off tomorrow? Is there any other way? Can you exchange it for another one? Is it okay to ask someone else to take over the goods? Is it okay if I don’t deliver the goods? Is it possible to change cars on the return trip? If you are not in a hurry, can you try another route? If you have money, can you find another car to carry half of the trip for you? Is it okay to deliver half of the goods to the other side of the cave first, and then come back to pick up the other half?

(4) Searching for the optimal solution

In the process of continuous questioning, you are actually constantly acquiring valid information. The more data and information you understand, the closer you are to the truth, the more accurate your judgment will be, and the higher your success rate will be! The advantage of artificial intelligence AlphaGo is that it knows more chess moves than you do! You can accurately judge where the handle will land with a higher probability of success!

The Socratic questioning method is the premise of the following methodology and is the basic logic for thinking about problems. Take the "Tangram Adventure Camp" as an example. I didn't know right away that I was going to do the Tangram Adventure Camp. The Tangram Adventure Camp was just the result. Before that, we only knew that we had to help the company grow! At this time, we need to use the Socratic questioning method to help the questioner discover his or her real needs.

In order to make it clearer to you, I simulated the question as shown below:

Fine decoration

Find a successful case that meets your needs and copies it pixel by pixel! And optimize all process nodes and pages to the extreme.

Without the second half of the sentence it is pixel-level plagiarism, with the second half of the sentence it is fine decoration! The second half of the sentence is the key! In addition, there are several key words to note in this concept: meet your needs, success, all and extreme. Deep understanding!

1. Meet your needs: ensure that your choice does not go wrong in the big direction;
2. Success: Increases your chances of success;
3. All: Be comprehensive about every interaction, every color, and even every word. Don’t miss any details unless you have a deep understanding of why the other party is successful. The more details you miss, the lower your conversion rate may be!
4. Extreme: There is no perfection, only close to perfection, so after copying at the pixel level, you need to continue to optimize at each process node or page to achieve ultimate transcendence.

The design of "Tangram Adventure Camp" was inspired by a previous case I worked on, "Contract Plan - Financial Reading". After the process was copied, it was optimized at every process node, from posters, red envelopes, landing pages, order lists, scripts, check-in posters, etc. The landing page alone was changed into 4 versions.

Landing page logic design method

Develop product strategy using logic, not feelings!

There are two key data nodes in the traffic course: poster click-through rate and landing page conversion rate. These two data determine the efficiency of the traffic course. The design method of landing page is the same as that of poster. The poster is just a refinement of the landing page information.

The strategy (routine) is as follows

• First, you need to identify your user group.
• Secondly, divide the user groups into two categories: those who are willing to buy and those who are not willing to buy
• Next, focus on breaking down the reasons why users are not willing to buy and assume their estimated proportions, and finally give corresponding strategies for each reason.
• Finally, determine the priority of information based on the estimated proportion

This has worked every time. Another article has a detailed explanation > Click on "A practical interpretation of user growth: How to increase 60,000 paying users within 7 days of beta testing? 》

The following are some practical materials for the "Tangram Adventure Camp":

Product deduction method

Transform yourself into a user instantly and imagine your motivation to pay and the complete experience at all process nodes from the first exposure poster you see to the final payment. Record your subconscious mind! !

Remember it is the subconscious mind, what comes out of your mouth is not the subconscious mind! It is not the subconscious mind that is guided by someone! It is not the subconscious mind that is thought through deeply!

The subconscious refers to the part of human psychological activities that cannot be recognized or has not been recognized. It is the "psychological activity process that has occurred but has not reached the conscious state." In fact, it is the stress response that your brain comes up with based on your years of historical experience! Most users who see your work in a short period of time actually make judgments subconsciously! Take your time, guys!

Visual Design

Humans have five senses: sight, hearing, smell, taste and touch.

Product interactions will most likely only involve vision, hearing, and touch, so UI and UE are very important.

I haven’t finalized the methodology for this yet, and it depends more on my personal talent!

(Time to show off: I started learning art at the age of 7 and studied for 7 years, including sketching, gouache, acrylic, fine brushwork, Chinese painting, etc. I passed the sketching level 9 exam (the highest level required by the China Academy of Art) after only one year of study. I have my own unique insights and feelings about visual design!)

Remember one thing, most people still look at appearance! However, appearance does not necessarily mean being beautiful, but it must fit the scene. The purpose of UI is also to meet user needs and awaken users' subconsciousness.

For example, the poster of The Wandering Earth awakens the audience's exploration of the unknown space, their expectations for near-future technology, their curiosity about why the Earth is wandering, and so on.

For example, if you are organizing a children's poetry competition, it would be inappropriate to use a high-tech design style. What you want to do is to awaken users' admiration for classical culture and their respect for China's 5,000-year-old civilization, and let parents imagine their children's rhythmic conversation after learning poetry.

At this time, the text on your poster needs to be in brush calligraphy, the characters should be Li Bai, Du Fu..., the background color should simulate the ancient light yellow rice paper, and the keywords should reflect national pride, such as Huaxia, 5000 years, civilization, China, classics, famous sayings, etc.

Gamification

Speaking of gamification, I think the Octagon Behavioral Analysis Method is the most complete gamification analysis framework at present. I have reorganized the 8 core driving forces of gamification thinking below. I will not elaborate here. You can search it on Baidu by yourself. If I expand it, I can write a book.

8 core driving forces of gamification

(1) Epic significance and sense of mission

The core driver of epic meaning and mission refers to the fact that players believe that what they do is more important than the things themselves. Example: The recent Huawei incident, due to the brutal suppression by the United States, Huawei encountered repeated "supply cuts". This not only did not affect the team, but instead inspired the patriotic enthusiasm of many employees. Those who stayed in the company without seeking rewards worked harder for the company, made the motherland proud, and overcame the difficulties together. So you see, when the work of employees is elevated to the national level, it takes on epic significance and a sense of mission. Employees are highly motivated even without any other incentives.

(2) Progress and sense of achievement

The inner drive that allows us to make progress, learn skills, achieve mastery, and overcome challenges. "Challenge" is particularly important. Without challenge, medals or trophies are meaningless. This driving force is also the easiest to design, so it is the driving force that most PBLs (points, badges, leaderboards) focus on.

(3) Creative authorization and feedback

This drive allows players to immerse themselves in the creative process, constantly finding new things and trying different combinations. People not only need ways to express their creativity, but also to see the results of their creativity, get feedback and make timely adjustments. This is what makes LEGO play and art fun.

(4) Ownership and sense of possession

Ownership and possession refer to users feeling that they own or control something and are therefore motivated. When a person feels a sense of ownership over an item, he or she will naturally want to improve the item's performance. This driving force is the main source of human desire to accumulate wealth, and it is also the main driving force for players to accumulate virtual currency. Therefore, when a player spends a lot of time optimizing his account information or virtual character image, he will naturally develop this sense of ownership.

(5) Social influence and relevance

Social influence and relatedness is the sum of all the social factors that motivate people, including teacher relationships, social proof, social feedback, partnerships, and even competition and jealousy. When you see your friend excel in a skill or possess something, you will want to be like him.

（6）Scarcity and Desire

The core drive of scarcity and desire states that people want something simply because it is rare or not immediately available. Many games will design "mission mechanisms" or "torture breaks" so that players cannot get rewards immediately, which will motivate them to return to the product as soon as they have the chance.

Facebook also took advantage of this drive when it first launched: it was initially open only to Harvard students, then expanded to a few prestigious schools, and finally to all universities. When Facebook opened up to everyone, many people rushed to join.

Another example is Xiaomi’s early “hunger marketing”.

(7) Unknown and Curiosity

People are always attracted because they don’t know what will happen next. This is the driving force of unknown and curiosity. When something defies your normal pattern recognition system, your brain immediately goes into high gear to pay attention to this unexpected event.

Obviously, this is the main driving force behind gambling, watching movies or reading novels.

In the controversial Skinner box experiment, the animals, driven by unknown results, pressed the lever frequently and frantically, which also reflects the core driving force of uncertainty and curiosity.

(8) Loss and Escape

We don't want bad things to happen. To put it nicely, I don’t want all my previous efforts to go to waste. To put it bluntly, I don’t want to admit that my efforts have been in vain. Disappearing opportunities are also an effective use of this Core Driver, such as "Special offer, limited time offer", which makes people feel that if they don't act now, they will lose this opportunity forever.

Left Brain Right Brain Core Drive

Left-brain core drives tend to rely on extrinsic motivations - you are motivated because you want to get something, such as a goal, an object, or anything you want but can't get; while right-brain core drives are mostly related to intrinsic motivations - such as being creative, spending time with friends, or being curious about the unknown suspense, which do not require any goals or rewards, the thing itself is the reward.

However, many companies’ designs tend to focus on external motivational factors, such as providing rewards when users complete tasks. However, many studies have shown that extrinsic motivation undermines intrinsic motivation. Once users stop providing extrinsic motivation, their motivation will drop sharply to a lower level than before, which is called the overjustification effect.

White Hat vs Black Hat Gamification

The core drivers above the octagon are very positive motivations, while the ones at the bottom are more negative. The extensive use of the above gamification techniques is called "white hat gamification", and the opposite is called "black hat" gamification.

Some things are appealing because they allow you to express your creativity, give you a sense of accomplishment from mastering a skill, and make you feel meaningful and powerful; while sometimes you keep doing something because you don’t know what will happen next, or you’re worried about losing something, or because it’s something you desire but can’t get, which makes you feel bad, even if you keep doing it.

Project actual combat data

In fact, the least important things in this article are the practical materials at the end. Most of the things that can be seen on the surface have no barriers. You can copy the "Tangram Adventure Camp" to make a "Tangram Adventure Camp", but you still don't have the underlying methodology to support your decision-making.

To put it bluntly! Pure plagiarism is just trying your luck! But for the sake of readers, I have prepared some "dry goods" below for your reference.

I show the entire traffic product design data below and hide some sensitive data!

User operation flow chart

Page logic diagram

Traffic map

Success Factors

I also saw several colleagues analyze my case, and I feel that the most important success factors are the following three:

Theme selection + landing page/poster + visual design

Why do I say that? First of all, at the same time, several of the top ten competitors in the industry were also offering similar 9-yuan traffic courses. Their main themes were all mathematical thinking. We also had a debate within the team about this issue at first:

• Will parents think that the theme of Tangram Adventure Camp is just for fun and has nothing to do with mathematical thinking, thus reducing the back-end conversion rate?
• Or parents may think that the tangram itself is not of much value and does not require mathematical thinking, etc.

We finally made several posters and tested them in the basic traffic pool. More than 80% of parents chose the Tangram Adventure Camp, which was somewhat different from our expectations, so we conducted a user survey. The user's answer was "Math gives me a headache!"

Hahaha, do you understand the problem? There are two reasons:

1. Learning mathematics is anti-human. Parents subconsciously feel fear and rejection when they see the word "mathematics".
2. But for children aged 3 to 6, it’s a bit early to learn math, and it seems unnecessary! The user's education cost is different from K12.

At this time, when users see a tangram adventure camp, a relatively relaxing theme and a game that is completely suitable for the current age group, the probability of them choosing it will increase greatly. Not only that, users' awareness of tangram is higher than I expected.

Therefore, I finally adjusted the theme to "Pure American STEAM Mathematical Thinking First Lesson Tangram Adventure Camp"; in addition, in order to increase parents' desire to buy, I added real pictures of the gift package on the first screen of the landing page and the distribution poster.

There are a few other highlights, but they are not decisive factors:

Red envelope collection: Red envelope interaction and discount lists give users a sense of urgency and impulse to consume.

Payment failure: payment retention page to improve conversion rate.

After the user scans the poster and registers, a red envelope ranging from 0.3 yuan to 10 yuan will be randomly sent to the inviter: giving users timely feedback and improving their sense of trust. Increase the fission rate, many companies have it!

Push strategy: In order to increase distribution, after each user follows the service account, three time nodes are set for push within 48 hours of interaction to promote fission.

Okay, I added some more examples! I really don’t want to write. Please read the above content carefully!

Author: Lang Shiwen

Source: Geek Future Lab