How can products improve user stickiness? Here are 3 tips

These people used to be our customers, but they defected to our competitors not long ago."

“They only used our product once and never bought it again”

Is it that the functions of our products cannot meet their needs? Or is there a problem with quality?

This is a big problem that troubles many entrepreneurs : How can we improve their loyalty and prevent them from changing their minds so easily?

Of course, entrepreneurs often focus on interviewing these lost users. The reasons for leaving are nothing more than functions not meeting needs, quality not meeting requirements, bad experience, high prices, etc.

Through these interviews and targeted improvements, we can greatly resolve various product loopholes, better meet needs, and thus enhance user loyalty . This is also the most direct and effective method.

But after all, it’s all about improving user loyalty through product-level improvements. So can we find ways to improve user loyalty in other dimensions?

Of course. Next, let’s talk about how to take effective measures in marketing to make users fascinated by your products and thereby increase their loyalty.

1. Copywriting – triggering emotions

What is a trigger?

A trigger is simply the thing that gets you to do something —like the spark plug in an engine.

When you are eating hot pot, you immediately think of drinking Jiaduobao . At this time, the need to reduce heat is triggered by drinking Jiaduobao.

When you want to do door-to-door manicure, you think of Beaver Home in a second. At this point, the need for manicure is triggered by Beaver Home.

When you want to buy a used car , the first thing you may think of is Guazi Used Car Direct Sales Network. At this time, the demand for buying a used car has established a trigger between you and Guazi.

Therefore, a trigger is the motivation that prompts you to do something, so that once you have a certain need, you can immediately think of using a certain product to meet this need.

So, as a copywriter, what do you need to do to create a trigger?

Of course, you should write your copy just like you write your product.

Products create triggers by satisfying certain needs. So, copywriting, as a special product (without practical value), naturally relies on satisfying certain emotional needs of consumers to create triggers.

In other words, in addition to promoting product conversion , copywriting can also be transformed into a special product to solve certain emotional needs of users.

For example, this group of Momo copywriting:

It solves the problem of providing emotional encouragement when consumers want to expand their social circle but are still hesitant.

same,

• Whenever you want to find a joke to entertain yourself, you will think of Durex 's copywriting;
• Whenever I want to reward myself for my hard work, I think of Didi Chuxing’s advertisement;
• Whenever I’m about to give up or feel unpopular, I think of Nike ’s commercials;
• Whenever I want to experience the charm of technology, I think of going to watch Apple's press conference.

Therefore, these advertising copies not only promote product conversion, but also become products that solve certain emotional needs of users.

Of course, someone may ask, how do you create a trigger between copywriting and consumer emotions? After all, only by establishing a trigger between demand and products can sales be driven.

That’s right, the trigger between demand and product can drive product conversion and sales. But if your product can connect with consumers at the copywriting level before it reaches them, they will certainly be more likely to choose you instead of your competitors when it comes time to buy . Essentially, the copywriting here accomplishes the task of attracting consumers - consumers will think of you in certain situations.

In this age of information overload, if your copy can help consumers vent and relieve certain repressed emotions and express certain positive emotions, it will naturally be favored by consumers, allowing them to think of your understanding, encouragement and support when they have these emotions.

This method creates stickiness before consumers come into contact with the product, naturally gaining a first-mover advantage.

Just like, even if many people don’t buy Apple phones, they will still pay attention to Apple’s press conferences, because Apple’s press conferences (a form of advertising) meet certain emotional needs of theirs, such as a sense of superiority, a sense of technology brought by extreme design, and so on.

Although these people are not Apple users now, it is only a matter of time before they become users.

Therefore, if you can create user stickiness before the product, that is, at the copywriting level, then you will often be more likely to be chosen by consumers than competing products, thus establishing an advantage.

2. Copywriting – Promoting Action

If the trigger established between copywriting and emotion has accomplished the task of satisfying consumers' emotional needs, then the copywriting is needed to drive product sales.

Your copy should not only be a special product that satisfies a certain emotional need of consumers, but also solve the product's sales problem.

If you want consumers to buy after reading the copy, the product copy must solve at least two types of problems:

2.1 Arouse purchase motivation

The important principle for solving the motivation problem is: let consumers focus on themselves before they focus on your product, realize the irrationality of their own behavior, and let your product become their solution.

For example:

The copywriting of a university cafeteria: You can eat takeout for a lifetime, but you can only eat in the cafeteria for a few years.

This makes college students who often order takeout and do not eat in the cafeteria realize the irrationality of their behavior: they do not cherish the cafeteria where they can only eat for a few years, but instead order takeout that is available everywhere.

This will increase the frequency and possibility of them going to the cafeteria to eat in the future.

Therefore, remember, in the copywriting, you should make sure that consumers focus on themselves first, rather than your product, so that they realize the irrationality of their behavior. Only then will your product have a chance.

2.2 Reduce consumption costs

In many cases, consumers have the motivation to consume, but due to various reasons, the cost of action is very high, which hinders purchases.

First of all, to reduce the cost of purchasing for consumers, we must first know what the costs include. The costs are not just economic costs, but also include but are not limited to trust costs, image costs, action costs, and decision-making costs.

(1) Economic costs

When consumers consider purchasing a product, it must be within their financial capabilities. If it goes beyond this range, they tend to give up on buying.

So, how to improve its economic affordability?

The general idea is to switch consumers’ mental accounts and make them classify products into other categories, thereby reducing price sensitivity.

The original budget for pancakes for breakfast is just a few dollars. But since Huang Taiji classified Jianbing Guozi as a snack, he could naturally raise the retail price to more than 20 yuan.

(2) Trust Cost

Although the product meets the consumer’s requirements, the consumer does not trust what the brand says, which hinders the purchase.

At this time, the solution can be:

• Endorsement : "The shampoo is endorsed by Jackie Chan, so it should be fine."
• Trial—— “Since we have the courage to let consumers try our products, the quality of our products is naturally guaranteed.”
• Taking advantage of the herd mentality - "With so many people saying it's good, the product quality must be good"
• Successful Cases—— “My neighbor, Brother Wang, applied to be a Didi driver and earned more than 10,000 yuan a month. How could he be an illegal taxi driver?”

(3) Image cost

Products not only bring functions to consumers, but often also have symbolic meanings. Some products even have symbolic meanings far greater than their functions.

For example, luxury goods, high-end watches.

Therefore, if a product cannot help improve the consumer's image, then at least it should not lower its image.

For example, many people really want to buy the cost-effective Xiaomi mobile phone, but they just don’t buy it.

In fact, it is because these consumers are afraid that buying Xiaomi phones will pose a threat to their image, and they believe that buying cost-effective phones is a symbol of being poor.

So, how to reduce this image cost?

It is generally used to provide consumers with other reasons to buy.

For example, Xiaomi’s early fan culture was designed to provide other reasons to buy.

"I bought a Xiaomi phone not because I have no money, but because I am an enthusiast"

Of course, Xiaomi has now entered the high-end mobile phone market, so this problem no longer exists.

(4) Action costs

Some products are too difficult to learn, too difficult to use, and require a lot of time and effort to master.

For example, when you first start learning to use the keyboard, you often need to find the letters one by one, which is not as fast as writing by hand. This causes many people to give up.

So why do so many people eventually succeed in learning to type?

In fact, it’s not that they have such strong willpower.

This is largely because submitting assignments and writing papers require printing rather than handwriting. (This is equivalent to changing the motivation for use from "I want to learn typing" to "I need to type to get my work done")

The implications for enterprises are:

If some products require consumers to spend more time and energy and have high action costs, it may be helpful to divert their consumption motivation and thus promote purchases.

(5) Decision-making costs

Some decisions have high decision-making thresholds and are of great importance, which makes the decisions very important. For example, which neighborhood to buy a house in, which country to immigrate to, what major to choose in college, etc.

Therefore, for such decision-intensive products, you can first lower the action threshold to increase the conversion rate .

For example: stimulate consumers to try out products (such as real estate), try out products (such as training), test drive (such as cars ), and try out products (such as cosmetics) instead of buying them directly.

Reduce the cost of regret (if you are not satisfied, you can return or exchange the product within 15 days without any reason)

3. After-sales service - providing uncertain rewards

Well, after the motivation has been aroused and the consumption cost has been reduced, the consumer has placed an order.

But there is still a key step to make consumers stick to your product: setting uncertain rewards.

Why are uncertain rewards so fascinating?

Psychologists have conducted experiments such as this:

They divided a group of pigeons into two groups, a control group and an experimental group, and placed them in cages equipped with joysticks.

In the control group, pigeons pressed a lever and food fell.

The experimental group made some small changes. The pigeons in this cage did not get food every time they pressed the joystick. Sometimes they got food, sometimes not. The acquisition of food became a completely random event.

The results showed that the pigeons in the experimental group were almost crazy and kept pressing the joystick, far more times than the control group.

This is because the uncertainty of reward increases the level of dopamine in the brain, prompting us to have an urgent desire for reward.

This is also why slot machines can make so many people addicted and lucky bags can make people so fascinated.

So, if you want to make consumers addicted and excited about your product, you might as well create uncertain rewards for them.

So, having said all that, how do we create uncertain rewards?

What is often used in marketing is: breaking expectations .

What is expected?

Expectations are the behaviors that people anticipate will occur after receiving certain external signals .

When we see a smooth door panel, our expected behavior is to "push the door"; when we see a door with a door handle, our expected behavior is to "pull the door".

If what actually happens is different from what we expected, it breaks our expectations, and this uncertain change leaves a deep impression on us.
For example, most express delivery boxes have ordinary packaging, poor materials that are easily deformed, and are wrapped very tightly. Without tools , it is very difficult to open them.

However, Three Squirrels ’ express cartons completely avoid these shortcomings. The cartons are exquisitely designed, the material is not easy to deform, and the special design makes them easier to disassemble.

Therefore, consumers who bought Three Squirrels for the first time had their expectations broken after receiving the product, and they were deeply impressed by the reward of this change.

For example, the unboxing photos of the Hammer phone are more stunning than most other phones, with more beautiful craftsmanship. They also break expectations and make users want to take photos and post them on WeChat Moments.

Of course, I don’t know much about specific product design, but when we talk about marketing here, it means breaking consumers’ expectations by providing uncertain rewards, thereby making them fascinated and increasing their loyalty.

Conclusion

When it comes to how to enhance user stickiness and improve user loyalty, the first thing we consider must be the product level, such as continuously iterating products and improving user experience .

Of course, this is the most mainstream way and the most effective way.

But in addition to this, using marketing methods, after several consecutive steps, perhaps we can also enhance stickiness and improve loyalty to a certain extent.

To this end, in order of operation, you can:

1. Trigger emotions
2. Promoting action
3. Providing uncertain rewards