How to improve users' sense of security and win their hearts?

Internet products (especially new apps) are troubled during the operation and promotion process. The costs are getting higher and higher and it is difficult to acquire customers, especially for financial management apps, e-commerce apps, and life service apps.

1. There are many competing products in the same industry, and the cost for users to replace applications is high;
2. Your app has poor functionality and fails to attract users;
3. Users are worried that their personal information is not safe and are reluctant to try new things.

In recent years, the Internet has occasionally reported news about a certain company's system being attacked or tens of millions of user information being leaked, making users more cautious in using Internet products. Especially for some apps that require binding of ID cards or bank cards, users will be more cautious and even unwilling to use them.

Therefore, product operators need to find ways to improve users' sense of security so that users can use their products with greater confidence. How to improve users’ sense of security?

1. Build brand image and create a sense of brand security

Users download and use an APP in many cases because it is well-known or many people are using it. For example, Boxi Jun, who hadn't traded stocks for a long time, wanted to get back to his old ways some time ago, and still chose the same few stock trading apps. Looking back on the first time I invested in stocks, I chose the stock trading APP because of its high popularity, good reputation and reliability, so I felt at ease to perform a series of operations in the APP.

If APP wants to increase brand awareness, it can use the following channels to promote the brand:

1. Period-frequency news release

Press releases are a form of content marketing and an indispensable part of the entire product marketing strategy, playing a vital role in brand communication. The press release does not need to be long but it should appear professional. It can include views on the entire industry, product advantages/value, company development history, etc.

When choosing a platform for publishing press releases, it is best to choose a portal website. Several major domestic portals are well-known, such as Sohu, Tencent, NetEase, etc. Large platforms are authoritative and have higher user recognition.

2. Get celebrities to endorse your brand

Finding celebrities to endorse the brand has a very good effect on the brand image, whether at the beginning of the product launch or in the development stage, and the fan effect brought by celebrity endorsements is very strong. For example, Ai Qianjin invited Wang Han as its spokesperson and used Wang Han’s personal charm to create a sense of security for its target user groups.

3. Find a reliable backer

This is most common in financial management products. The amounts involved in financial management products are relatively large, so users are very cautious and vigilant when choosing financial management platforms . Therefore, improving users' sense of security has become a top priority for financial management products. Finding a reliable backer for yourself becomes the first choice. For example, Box Fungus often gives examples:

1. Lufax APP emphasizes that it is a product of Ping An Group;
2. Aiqianjin APP highlights the access to Huaxia Bank Custody on the startup page;
3. PPmoney is connected to Xiamen Bank’s fund custody system;
4. In this way, I inform users that I have a backer who can guarantee the safety of your funds, so please feel free to use it.

2. In addition to relying on money, people, and godfathers, you also have to rely on yourself

Press releases and celebrity endorsements require money and people, and are a form of product packaging and public relations, which pave the way for improving brand image and a sense of security. But to make a product that users feel is safe and reliable, you have to rely on yourself and your product needs to be reliable.

1. Improve user sense of security from the product level

(1) Create a good visual environment for users

A user's sense of security is often a subjective feeling when using a product, and is usually related to the product itself. Making the product look grand and providing a good product experience can convey a sense of security to users. If there are two apps of the same type, one of which has a simple and comfortable interface with clear columns, while the other has a messy and complicated interface and is not adapted to the device model; when the user opens them, which one will the user choose to continue using? Obviously it is the former. The latter will give users the feeling of copycat, copycat, copycat; therefore, an APP with good visual design can improve users' sense of security!

(2) Ensure product user experience

User experience is not only reflected in interface design, but also in some hidden aspects, such as the smoothness of product operation, loading speed, server stability, etc. For example, Hezijun used Youdao Cloud Notes, but found that the content could not be saved during use, and then it got stuck. The reason was a server crash. This was not the first time this happened. After the system was restored, I checked it again and found that part of the content I had written was missing! This incident caused Hezijun’s sense of security in Youdao Cloud Notes to plummet!

Therefore, the stability of systems such as product architecture, risk control mechanisms, and defense mechanisms can make the product run stably and smoothly, and can also bring users a potential sense of security.

(3) Don’t force users

In the era of big data , it is very important to carry out refined operations on users, and users need to be managed by labeling. Of course, all of this needs to be based on rich user data. However, some products seem to be too hasty and end up forcing users, causing them to have psychological resistance. For example, many apps now require registration before they can be used. For users, a sense of security means that when they open the APP, they can feel the APP developer's sincerity in paying attention to detailed experience or privacy protection.

In the article "Product Operation Perspective: How APP Wins Women's Hearts", the operator explains in detail how the " Dayima " APP breaks through the first psychological defense line of female users and brings a sense of security to female users . A very important point is that users are not forced to fill in various personal information and can directly use the functions of the APP. By keeping women's information confidential, female customers can feel safe.

The picture comes from Jianshu. Author: Zhaoyang Dafa

2. Improve user sense of security from the operational level

（1）Provide good products and services

Good products and services are the best way to give users a sense of security. For example, in an e-commerce APP, if a user encounters problems after purchasing a product (for example, the facial cleanser makes the face dirty, the health supplements have no effect, the product is about to expire, etc.), how can there be a sense of security in this situation! ? This kind of APP product that relies on exaggeration fails to gain the trust of users and cannot survive on the Internet!

(2) Good copywriting + correct scenarios can improve users’ sense of security

Copywriting is powerful, and using copywriting can give users a sense of security. Of course, good copywriting also needs to convey the correct scenarios to users. The APP startup page is the first choice for operators. The copywriting on the startup page creates a sense of security for users; for example:

• Vipshop : Global selection, authentic products at special prices; tells users that Vipshop products are authentic and are at special prices! This means that at Vipshop, you can buy good products at a cheap price!
• Aiqianjin emphasized the word "sense of security" in bold in the copy of the APP startup page;
• In the startup page copy of Lufax APP, the word "trust" is differentiated by color.

PS: Financial management apps such as AiQianJin and Lufax provide users with a sense of security in a simple, crude and powerful way.

Users' sense of insecurity often comes from their subjective feelings about unfamiliar products. Through the copywriting of the startup page, you can make users have more trust in your product and reduce the loss of new users.

Final Thoughts

As the saying goes: He who wins the hearts of the people wins the world. APP products create a safe environment for users, and coupled with practical functions, they are popular among men, women, young and old! A product that is deeply loved by users requires the joint efforts of product and operations, neither of which can be missing.