Why do users convert?

Before you start reading this article, please think about the following three questions:

• Why do users convert ?
• What do bidding and information flow have in common?
• What is the difference between a marketing guru and a marketer ?

Do you have an answer in your mind? Now I will announce my answer:

The first question: demand, because the needs of the individual are met, conversion is formed

The second question: Demand, bidding and information flow all need to rely on demand to form conversions

The third question: demand. Marketers only know how to use techniques and means, while marketing masters know how to control demand.

It can be said that all marketing is based on "demand". Seeing this, some people may not be able to help but start cursing, saying that these are things that even children know.

So, I would like to ask all the readers: What elements need to be met for a demand to be formed?

If you don’t know, please follow the rabbit and read on.

Let’s first look at the definition of demand: people’s purchasing power for specific products and services in order to meet specific needs.

This seemingly plain sentence contains the three elements that form demand.

The first factor: lack of feeling

All needs come from the lack of things, and the definition of demand "meeting specific needs" also explains this situation.

As things change, users' sense of lack of things is also constantly changing, which constantly forms one demand after another.

For example: when you are 18 years old, your needs may be a passionate love; after you get married, your needs may be a house and a car; after you have children, your needs may be money.

The second factor: target

After the demand is generated, the target object to meet the demand will be generated.

However, due to different cultures, environments, and targets, the same lack may point to different targets.

For example, for a fresh graduate who has just entered the workplace and lacks a certain sense of presence, his goal of increasing his sense of presence may be expensive items, excellent performance, or relationships with colleagues. And all of the above depends on his values.

The sense of lack plus the target object constitute the motivation for consumption.

The third factor: purchasing power

This ability not only refers to the economic ability to pay, but also the trust cost of the product, the action cost, etc.

Therefore, after completing the above two elements, what we need to do is to empower users and achieve the final conversion.

The sense of lack, target object and consumer ability constitute the "demand triangle" model.

The composition of all needs must meet these three elements; without any one of them, transformation cannot occur.

So the question is, how do we use these three elements in marketing work?

Lack of feeling

Refers to the gap between user ideals and reality. In simple terms: pain point.

Generally speaking, people don't like change, but in this situation, businesses are always more anxious than consumers themselves. Because if consumers don’t change, the company’s products won’t sell.

So how do we get consumers to change? This requires establishing a connection between the product and the consumer's sense of lack.

For example, a common tactic used by a certain dating website is to stimulate users’ sense of lack.

A young man was living a good life, going to get off work and coming home every day, taking the bus, eating pancakes, and not having too many thoughts.

But at this time, the dating website tells him that someone who is similar to him is married, and his conditions are not even as good as yours.

Under such marketing, the psychological gap is aroused and a sense of lack is created. He will want to fill this gap, and then business opportunities arise.

You are valuable only when users need you.

Normally, we can stimulate users' sense of lack based on the five perspectives in " The consumption gap summarized by Li Jiaoshou ".

01 Mission Perspective

It means viewing consumers as people who are in the process of completing a task, and the gap comes from completion and non-completion.

• What tasks do consumers face when using your product?
• How close is he to completing these tasks?
• How can I gain his support by satisfying his tasks?

For example, the picture below. Use “Test how much your car can sell for” to help users complete the decision-making loop and stimulate clicks.

02 Time Perspective

One lives not only in tasks, but also in time. If we look at a person from the perspective of time, then his gap comes from the present minus the past (or future).

For example, the slogan of a certain institution is: "If you missed college once, don't miss undergraduate studies again." These are the effects of people's emotions on the time coordinate.

03 Relationship Perspective

People live in relationships. We need to use relationships to define ourselves and need to connect with each other. Feelings arise in this process.

This creates a sense of lack, and its formula is oneself minus others.

For example, a dating app has the slogan “Find someone who likes you”. Instead of connecting with people who already like you, find people around you who will like you, because you open up the possibility of building new relationships.

04 Group Perspective

Group perspective means that when people consider doing something, they will refer to a certain group.

In addition to being in specific relationships, a person may also be part of certain groups. This group is more of an anonymous group.

For example, Didi ’s slogan is “Three out of four friends use Didi”, which takes advantage of people’s sense of group, as if I am not a “friend” if I don’t use Didi.

People will refer to the behavior of other groups. Their gap comes from what the group has and I don’t, or what I have and the group doesn’t. Corresponding to this are typical actions such as desire, conformity, avoidance, and integration. The gap formula from this perspective is the group minus yourself.

05 Character Perspective

Role refers to the consumer's self, the self with which he psychologically identifies. There is a gap between this self and the real self. The formula for this perspective is character minus self.

The above are the five most typical sources of consumer lack.

As a marketer, the most important thing is to be able to understand the user's sense of lack and to fill in what is lacking. Only by being targeted can good marketing be achieved.

Target

The sense of lack is just a feeling of the user and does not form a specific consumption motivation. Therefore, at this time we need a target that can drive users to take action.

That is: the clearer and more specific an action is described, the higher the probability of success.

But when we set goals, we should pay attention to the following three points:

01 The target is too big and the sense of loss is too small

When choosing a target, avoid having the target be too large and the sense of loss be too small; or having the target be too small and the sense of loss be too large.

For example, an electric toothbrush. If the sense of loss is defined as "brushing teeth automatically without having to do it myself", then this is obviously too small a sense of loss. After all, brushing your teeth doesn’t take much effort.

But if you define the sense of loss as "360° cleaning, brushing the places you normally can't reach".

In this way, the target object and the sense of loss are consistent.

02 There is no direct connection between the target and the sense of loss

For example, a certain fruit juice is named "fruit vinegar" because it tastes similar to vinegar. However, there is not much relationship between vinegar and users' drinking of beverages, so it is not easy to form a purchasing motivation.

But if the name is changed to "fermented juice", the target object and the sense of loss will match.

03 The target object does not match the user’s cognition

When setting goals for users, they must be consistent with their cognition, otherwise no specific actions will be taken.

For example, the copywriting of a certain men’s underwear: xx brand , showing your gentlemanly demeanor.

What is the connection between underwear and gentlemanly demeanor? Therefore, when setting up target objects, it is also necessary to enable users to have a sense of trust and conform to their own cognition in order to form a purchasing motivation.

Purchasing power

Once there is a sense of lack and a goal, it is necessary to empower users so that consumers are more capable of making the final consumption decisions.

Generally speaking, the factors that influence user purchasing behavior can be classified into the following points:

01 Monetary Cost

This is the primary factor influencing users' purchasing decisions. This factor can also be divided into two points: ability and inability.

Ability refers to users who can pay in full. For such users, we can use promotions and other activities to stimulate their desire to buy.

Inability means being unable to pay all at once. In this case, we can use installment payments to induce his desire to buy.

02 Image Cost

Refers to the user's image in society or in the eyes of others.

For example, when a certain rice cooker was first launched on the market, its main selling point was “convenient and fast”, but its sales were not good.

Later, the merchants learned that many women believed that this would damage their image of being hardworking, so they changed the selling point to "making meals healthier."

03 Action Cost

Refers to the cost consumed by users from using the product to the final result. If the cost is too high, they will give up.

For example, in the advertisement of the shopping mall mentioned above, users will encounter various inconveniences while shopping in the mall, such as parking troubles, and the cost is too high, so users will give up.

04 Learning Cost

It means that users must go through additional learning and change their existing habits before they can use the product.

For example, PS is only used by some people, while Meitu XiuXiu is used by everyone because it is simple.

05 Health Costs

Consumers' perception that using a product poses a health hazard can also result in higher costs.

For example, in the early days of Guangdong herbal tea, people understood herbal tea as medicine, and believed that "all medicines are three-quarters poisonous." Later, Wanglaoji redefined it as a beverage, and the health cost perceived by consumers was reduced, so it was widely accepted.

06 Decision-making costs

For many products on the market, consumers have the motivation to buy but ultimately do not make the purchase. In fact, a very important reason is the huge decision-making costs.

This cost to the user can often be reduced by breaking down the decision making.

For example, courses. The whole course costs 4,000 yuan, but it can be broken down according to the knowledge points of the course. Taking bidding training as an example, account optimization costs 199 yuan, data analysis costs 199 yuan...

Above we have analyzed the "demand triangle" in detail. It is very critical and very complex. We need to practice it repeatedly. Only after a long period of deliberate practice can we truly master it.

When conducting marketing, we often use demand to write creative ideas, optimize landing pages, etc., so why is the conversion still not good?

It may be helpful to check the three parts of the above article to see whether they meet the three elements that form consumer demand.

The author of this article is @Houchang College and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games