How to establish long-term relationship chains with users?

This article will explore the tricks to attract users from two perspectives.

First, what attracts users’ attention

Second, how to continuously cultivate user habits

Eyes, ears, nose, and throat are all vehicles through which people contact the outside world, and through these vehicles we are attracted to certain things. Similarly, it is through these carriers that users form their first instantaneous memory of the product.

How is memory formed?

We are surrounded by information every day, receiving content, videos, picture websites, etc. What allows us to form instant memories are differentiated colors, sounds, and tastes .

Let’s take voice as an example. When using Amap navigation, do many boys choose Lin Chiling’s navigation voice? It is the special sound that makes people remember it. Because of such memory points, combined with the functional requirements that the product itself can meet, users will form a dependence on a certain product to a certain extent.

From a visual perspective, everyone is familiar with Starbucks ' "green + mermaid" logo. When it comes to visual presentation, there are many ways to reach users and the channels are very rich. To make users form a long-term memory point for your product, you must maintain consistency in all the scenarios you reach. For example, Starbucks cups, product packaging, soft articles and all other brand- related channels must provide users with repetitive memory elements.

What do users expect after they are attracted to your product for the first time and experience it?

He must be expecting more— More . Looking forward to more features, more offers, discounts, content, and even connections in the future...

What does “More” mean?

First, discounts are a common way of playing in e-commerce . Juhuasuan has many flash sales and limited-time and limited-quantity sales, and uses operational means to make users feel that there are more discounts to look forward to.

Second, from the content perspective, for example, iQiyi will continue to push video content for next month or next week to attract users. On this basis, personalized recommendations are made based on user needs, characteristics, and preferences, making users want to learn more.

Third, more rewards. Many APPs will give new users a "newcomer gift package". After the newcomer benefits, they will continue to tell users what they will get if they visit for the second or third time. Give users reasons to keep visiting.

Many products or companies are now offering a “membership system”. What does the membership-based product system provide to users? In fact, members will get "more" by receiving more rewards, member-exclusive discounts, member-exclusive products, etc.

After continuously satisfying users’ desire for “wanting more”, operations need to cultivate users’ repetitive behavior. The occurrence of repetitive behavior is determined by both external forces and internal driving forces.

The internal driving force can be summarized as follows: demand-driven, curiosity-driven, desire-driven, fear-driven, and insecurity-driven.

Demand-driven: Demand is the product function, and taxi-hailing apps meet users' travel needs.

Driven by curiosity: There are many testing games circulating on the Internet, and NetEase is particularly outstanding. They test personality, character, fortune, etc., and what they capture behind it is the curiosity of users. The spread of this type of test is almost everlasting and can also encourage users to actively spread and share it.

Driven by insecurity: The picture below is a screenshot of Yu'ebao. Many financial platform operators will find that some users will actively access the APP every morning to check whether yesterday’s income has been received. It is the sense of insecurity that drives this group of people to visit actively.

Once there is a driving force, how does user repetitive behavior occur?

First of all, in product design, it is very important to design ways to guide repetitive behaviors. Operations need to determine whether to guide users to enter an article, post a picture, complete a click, a visit, or a transaction, etc.

Secondly, operations colleagues should focus on guiding user behavior and make differentiated distinctions. Monitor daily data to see what kinds of tasks have higher user engagement.

Next is the frequency of participation. How often do you want users to take action? This frequency cannot violate the core behavior frequency of users in the product. For example, periods . A user may only record once a month, which is called the core frequency.

Finally, it is the setting of the wake-up mechanism. Everyone is lazy. A person may have dozens of apps on their phone, but they may not remember to access them every day. Therefore, operations need to remind users to visit in an appropriate manner and at the appropriate time.

First, when you face the user for the first time, you need to leverage the user’s sensory stimulation to allow him or her to form short-term memory.

Second, after users have their first contact with you and remember you, what are their expectations for the next step? Operations need to use profit-driven methods and other means to keep users looking forward to visiting.

Third, make full use of user psychology and let them form repetitive behaviors.

Source: Duiba Operation Help