How does Pinduoduo guide users?

This article will analyze the three aspects of Pinduoduo's user guidance that are worth learning from. Let's take a look~

Whether or not you have used Pinduoduo, which is used by 300 million people, you must have heard of it.

Along the way, Pinduoduo has gradually expanded its user base and carved out a place for itself in the e-commerce industry by relying on the idea of ​​social e-commerce . Although it has received a lot of criticism after its launch, it is undeniable that it has done a good enough job in guiding users.

This article will analyze the three aspects that are worth learning from Pinduoduo in terms of user guidance.

1. The same old e-commerce interface, it is often the details of the interaction that help users make decisions

When you open Taobao , JD.com , Pinduoduo and Suning.com , do you feel that the pages are similar, full of flash sales and special offers, which makes you dazzled? What should you do if you want users to be guided by you at first sight?

(Do they feel very similar?)

The same but a little different, maybe users will be attracted to you

Fitts's law tells us:

The time to acquire a target is a function of the target's distance and size, with selection taking longer as distance increases and size decreases.

• For example: when you open Meitu XiuXiu , will you be attracted by the dynamic pattern at the first time? Maybe you will subconsciously forget why you opened this APP and click on the dynamic pattern to find out.
• Let me give you another example: When you use your iPhone, do you have to delete the accumulated unread messages, otherwise it will feel like a knot in your mind?

Pinduoduo takes advantage of the users' psychology and uses dynamic GIFs and red dots to modify the icon in order to attract users' attention. While attracting users, it also forces users to click, ultimately achieving its goal.

When people are hesitant and can't make a decision, everyone just follows the crowd.

• Imagine a scenario: there is a long queue at an offline Heytea store . Would you subconsciously want to try the taste of this store? If your companion asks you if you want to try it together, will you also obediently queue up?
• Another scenario: When we are shopping and are wondering whether to buy a product, what will you do? Do you check the sales data, user ratings, photos and number of positive reviews? This information will continue to reinforce your cognition and subconsciously tell you that placing an order would be a correct decision.

In fact, this is the herd mentality, and Pinduoduo also takes advantage of it!

The scroll bar on the first screen displays user shopping information: who successfully formed a group for which product and when. Your subconscious mind is telling you that it is indeed Pinduoduo that 300 million people are competing for, and that someone is successfully group shopping every moment.

The waterfall flow displays products and guides customers in the form of "price + order quantity + user avatar". Low prices stimulate users, successful numbers guarantee sales, and user avatars provide authenticity and reliability.

While you are being constantly strengthened, you may enter the secondary page and start group building in the next second!

If you miss this chance you may never have it again!

Everyone has a scarcity mentality. It is precisely this mentality that makes Pinduoduo create a sense of urgency among users. The countdown that can be seen everywhere in Pinduoduo is telling users one message: the favorable prices will not wait for you, and the task that is almost completed will soon start from scratch, so what are you waiting for?

The countdown for discounted prices and the countdown for new user red envelopes on the product details page are all telling users that these red envelopes are indeed free, but they will disappear immediately if you don’t use them. There are still people placing orders with you now, but after this period of time, these products may not be available.

Cheap and expensive are relative

For users, there is no absolute cheap or expensive. They only take actions that they deem worthy.

Why does Pinduoduo tell users a group buying price and also tell users the price without group buying? The choice is given to users, and after making a choice of price, they will naturally choose group buying.

2. Don’t let users think, let them follow your process

Sicker's law states:

The more choices a person faces, the longer it takes to make a decision.

As users spend less and less time on apps today, the key is to minimize unnecessary operations by users and constantly guide them to perform unconscious operations. Pinduoduo does particularly well in this regard! Pinduoduo separates sharing from rewards. Only by sharing and completing related operations can you obtain subsequent rewards. Pinduoduo will only let you choose whether to share, and it has already arranged the specific channel for you.

Habit formation in a single scenario is done unconsciously

When users complete the sign-in function, they are guided through the sign-in reminder and the invitation to sign in, but the page is not redirected at all, and users are unconsciously guided by Pinduoduo.

The specific process is as follows:

The continuous establishment of relationships makes users feel that they have come here for a reason.

One of Pinduoduo’s products is called “Receiving Red Packets Every Day”. Users share the red packets and others can help open them. The more friends you invite to open the red envelopes, the more money you can open. But you will find that the amount of money split by the first few users is quite considerable, especially for new users, which will give users a false impression: I can complete the task by inviting two or three friends to help me click.

However, subsequent users may only be able to disburse a few cents. If the same user is shared multiple times, Pinduoduo will also prompt to invite different users and groups to increase the chance.

As the countdown continues (if the time limit is exceeded, the previously allocated amount will be automatically cleared) and the allocated amount becomes smaller and smaller, users are faced with a choice: continue to invite friends to split the red envelopes or give up the dozens of dollars that they have earned but cannot withdraw?

Maybe now that you are here, you may continue to send out invitation links. After all, it is so frustrating to give up halfway after spending so much effort.

Multiple scenarios are nested. If you want to make money, then come here.

Have you noticed that when you use Meituan , it sometimes gives you a taxi voucher?

In addition to its e-commerce attributes, Pinduoduo is trying to expand beyond the single check-in scenario to other business scenarios, ultimately achieving the goal of expanding its user base.

I wonder if you have noticed that the page elements are different before and after the user signs in .

Combining user guidance and user psychology, we can make the following guesses:

1. Users sign in to get rewards, and in fact you can continue to invite friends to sign in to get more rewards.
2. After your friend completes the sign-in, you become Pinduoduo friends, and you can grab your friend's sign-in red envelope. You can also get a red envelope by reminding him to sign in.
3. After signing in, you can grab the red envelope directly. If one is not enough, you can make an appointment for the next one.

Is that operation very complicated?

Pinduoduo just allows you to keep sharing.

Since the cost of sharing is so low, why not do it?

Jump from one scene to another seamlessly, come on.

3. Stereotyped products, only fun ones can stimulate users

Alipay used Ant Forest to save the country in a roundabout way and finally made some progress in social networking. If you want to continuously guide users to ultimately achieve your customer acquisition goals, gamification and task-based systems are good ways to do so.

Pinduoduo once again opened the door to customer acquisition and GMV with Duoduo Orchard and Pindan Card Collection Hall.

Cultivation game: Duoduo Orchard

The profit-driven nature of the social chain ultimately leads to user-driven customer acquisition, with drops of water feeding the big tree. Water drops are the only currency standard of Duoduo Orchard, so how to obtain water drops is the top priority in product design.

What do you want? Customer acquisition or GMV?

So there are the following ways to get water droplets: invite more people to become friends to steal energy/order designated products to get energy/share designated pages to get energy.

At the same time, giving water drops timeliness and combining it with push notifications creates scarcity of water drops and a sense of urgency for users. Threshold-free operations + task-based systems induce users to take action.

All you spend is time, but what you get is real fruit, so why not come every day?

Task-based game: Collecting cards

E-commerce products are most afraid of users only coming once. How can we guide users to come a second or third time?

(1) Offers

How to get discounts and in what form are what designers need to consider. The group-buying card collection hall is based on business and uses card collection as a form to guide users to complete specific operations. At the same time, they can also ask friends for specific cards. After successfully collecting cards, even the so-called regret medicine can be used.

In that case, why not?

The results drive users to share again and again, and complete operations on Pinduoduo.

Summarize

Pinduoduo has put enough effort into user guidance. Users need guidance, and there are many ways to guide them.

The key is to design a guidance method that suits the attributes of APP users based on your established goals.