Can’t keep users? 5 ways to help you improve product stickiness and user "return rate"!
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Why can’t your product retain users? Boss: "Xiao Wang, why is it that our products have a certain amount of traffic when they are promoted through Baidu bidding and major websites, but once the investment stops, there is no traffic immediately, why?" Xiao Wang: "Yes, we did a lot of user research in the early stages of our product, and many users also reported that they do have this demand. Why don't users buy it?" Have you ever had the same questions as your boss and Xiao Wang? Our products are highly functional and can solve users’ problems, so why is the user traffic so low? When researching and designing products, product managers are able to focus on needs and optimize designs, and they think the products they design are good, but users are not very satisfied with them. That’s because your product only focuses on user problems and how to solve them, but ignores the human needs of the product itself, and fails to meet the requirements of retaining users. The ability of a product to solve a problem only means that the product has its own functional attributes, which is the product’s hard power; a product also needs to have service attributes, giving it humanized characteristics, which is the product’s soft power. When we promote on major websites and media, it is equivalent to placing road signs at various intersections on the Internet. Some tourists will come to visit the attractions after seeing the signs. The scenery is indeed good, but the transportation is inconvenient, there are no supermarkets, no hotels, no service staff, and no restaurants. What if the customer gets thirsty or hungry after viewing for a while? What if he wants to stay overnight before he has finished viewing the scenery? The scenery itself is equivalent to the hard power of the product, while hotels, guesthouses, supermarkets and transportation are equivalent to the soft power of the product. If there is only beautiful scenery but no supporting facilities, tourists will not come here often. They will instead go to other similar scenic spots with more mature supporting facilities. This is why your product cannot retain users for a long time after introducing traffic. If you want to increase product stickiness, you need to humanize the product and increase its soft power. Today, let’s talk about how to increase the stickiness of the product? How to increase product stickiness? I have summarized 5 methods. ☞ Storytelling Let the product tell the story. When you meet up with a few friends to drink beer and eat skewers, what do you usually talk about? Work, that’s impossible. If we talk about it at work, can we talk about it again after get off work? Studying, who would talk about such boring things in their spare time? If it is a boy, they mostly talk about beauties, jokes and stories that happened between brothers; if it is a girl, they mostly talk about handsome guys, clothes, and stories between her and him. Stories are an important topic of conversation in our communication. Person A: "Have you heard? The son of Mr. Wang next door was arrested for soliciting prostitution." Person B: "Really? The young man seems quite honest, and he still does such a thing?" Person A: "That's right, but I don't think he is a good person. Last year, he came to my house..." This is the story of ordinary people. If we can add story elements to our products, then the products will have dissemination attributes and return rate. People will come every day to see if there are any new stories, new jokes, or news. When we integrate stories into our products, a chemical reaction will occur. After the product solves the user's problem, it can also tell the user a story. If we can use GPS positioning to push stories near the user to us first, wouldn't it be more interesting? Talk about your neighbor Lao Wang. Next, let’s talk about a case where mineral water tells a story: In 2014, Japan's Mainichi Shimbun found that fewer and fewer young people buy newspapers every day, but more and more young people buy bottled mineral water every day. So they decided to turn newspapers into beverage bottle packaging, which would provide an additional channel: allowing young people to read newspapers. An unexpected benefit is that using newspapers for packaging not only does not lower the design style, but also has a high recognition rate on the shelves. In order to ensure the readability and update of the news, Japan's Mainichi Shimbun launched a total of 31 packaging products within a month. QR codes were also printed on the bottles. Consumers can scan the QR codes to read the latest news on their mobile phones. In the end, each retail supermarket sold an average of 3,000 bottles of such mineral water in one month. It uses daily news as the packaging design for mineral water, which not only highlights the drinking value of the product, but also highlights the news value of the product. There is also a product dedicated to storytelling - Encyclopedia of Embarrassing Stories. In this product, you will tell everyone the embarrassing stories about yourself and those around you. The product attracts users through stories to enhance product stickiness. Divergent thinking: If it is a travel website, can we add some columns such as travel anecdotes, travel and food, and my footprints to increase the story of the product? After the product provides high-quality tourism services, users can also come and see the customs and culture of other places, other people's travel stories, and come back often when they are not traveling. ☞ Emotional Make the product humane. Humans are emotional animals. What distinguishes humans from other animals besides intelligence is emotion. When we are sad, happy, angry, or joyful, we will have different ways of expressing ourselves. If there is a product that can carry our joy, anger, sorrow, and happiness and share our emotional life, how valuable and sticky will this product be? The product that best uses the emotion of the product is WeChat: Since the advent of WeChat, even the elderly who are most reluctant to accept new things have started to become restless. Now, what my parents have to do every day is to chat on WeChat and check their Moments. Songs are the ones that utilize emotional attributes most skillfully. Each song carries different emotions, including lyrical, sad, inspirational, lovesick, etc. The more a song can touch people's inner emotions, the more widely it will be sung. If we can add emotional attributes to our products to help users place and carry their emotions, will our products be more sticky? If you are making a product for children, you can add columns such as Child Growth, Child Footprints, and Our Family to record the child’s growing years; If you are making products for young people, can you add some columns about youth and romantic years? If you are making products for the elderly, can you add some columns that are nostalgic and reminiscing about the past to make the product more humane, passionate and emotional? When a product has emotions, it is just like when a person has emotions. Products with emotions will make people nostalgic and miss them, and can attract users to "go home often to visit." ☞ Freshness In today's society, with the explosion of knowledge, great social development and continuous improvement of science and technology, trains, airplanes, computers and the Internet are making the world faster, higher and stronger. A journey that would have taken weeks for a horse-drawn carriage to travel in ancient times can now be completed in one day, saving us a lot of time. Logically, we have more time to enjoy life slowly and spend our days leisurely, but the fact is: our pace of life has become faster. The time saved through technology will be filled with other new things, such as playing games , watching movies, listening to music... Today's products are updated too quickly, and many products have become quarterly, monthly, or even weekly disposable. There are fewer and fewer good men and women who are unrequitedly in love with one woman. If we want to impress users, we must constantly give them a sense of freshness, capture their hearts through the sense of freshness, and achieve product stickiness. Take the example of Amap: map products mainly reflect their tool attributes and will only be used when users need them. It is difficult to add freshness to map products, and there are many homogeneous products on the market, such as Baidu Maps, Guge Maps, and Tiandi Maps. Faced with the dilemma of being surrounded by enemies on all sides, AutoNavi Maps launched Lin Chiling's voice navigation, which was refreshing after its launch. The number of downloads increased dramatically due to Zhiling's sweet voice. Some users even deleted other map software and downloaded AutoNavi. In order to retain users, Amap subsequently launched the Guo Degang version and other local language packages, which greatly stimulated the map industry. No one expected that maps could also be fresh. When you listen to the navigation with a strong local accent, do you feel more at home? From Lin Chiling, Guo Degang to dialects, all of this is to constantly refresh the user's auditory sense and make users want to listen and love to listen. People in love are very much in love at the beginning, but after a long time, the novelty wears off and the passion disappears; they stumble and quarrel over trivial matters. Freshness is so important. When both parties feel fresh, shortcomings can become advantages, and when the freshness wears off, advantages can become shortcomings. The reason why couples need to constantly create romance is because they want to constantly give each other a sense of freshness. Isn’t it the same for products? If a product never changes, users will get bored. Just like Lenovo's ThinkPad, there is always a red dot in the middle. Sometimes I wonder, why can't ThinkPad be changed? I'm really a bit aesthetically fatigued. ☞ Fun Users like interesting things. Studying is boring and most children are unwilling to study. It is not as fun as playing. When doing homework, children often say to their parents with grievance: "Mom, I haven't played yet today?" Users all like interesting things, and like happiness and joy. If your product can not only solve users’ problems but also bring them some fun, wouldn’t that be even more exciting? Let’s take a look at how my friend’s company designed their products: They are making children's books. Reading is a boring thing and children only like interesting books. How can they make reading interesting? Let’s take a look at the introduction of their books: "Eye-Opening: Adventure in the Dinosaur World" is a "magic book" that uses "spiritual realm" technology (virtual reality/ VR ) to take your eyes on a journey. We have written detailed knowledge about dinosaur biology, drawn exquisite pictures of dinosaur ecology, and told interesting dinosaur stories...but these are not enough, because this time we want to let dinosaurs step out of books. Oh no, it's about you traveling through time and space into the book's setting, letting the dinosaurs be right beside you, running, chasing, fighting, and roaring... Three exquisite picture books, hundreds of restored dinosaurs for appreciation, and more than a dozen real scenes to travel through. What they provide is not only a set of exquisite dinosaur encyclopedia, but also a "time travel" experience that subverts vision. Wouldn’t it be interesting to combine books with VR? A pair of VR glasses, a mobile phone and a set of books can take you back to ancient times to watch the roar of dinosaurs and see ancient forests. Make the product interesting and life will become easier. Even learning can become interesting, so what else can’t be interesting? Make interesting products so that users are willing to use them frequently. Don't let users treat your product as a tool. Tools are only used when needed, like pliers and hammers, which are only used when needed. Products can be funny, interesting, and colorful. Let your imagination run wild. If pictures could talk, if time and space could be traveled through, if gender could be changed, if I became you... Why can't we imagine boldly in the product world? ☞ Interactivity and sociality Build a circle of people with common interests through product positioning. Recently I was listening to a radio program. This 300-second audio program was quite good, with good content and voice. I have always wanted to make a similar audio program, but I was unable to do so due to my non-standard Mandarin. Later I wondered if I could invite a broadcasting expert? But I am short of money, so I'd better express my product idea in this dry text form. With the development of the Internet, some people have nothing to talk about when they get together. For example, during the Chinese New Year, a family should get together and have a great time, but the reality is that some people are playing with their mobile phones and occasionally talking into the microphone. Why? I think this shouldn't be a party thing, but a topic thing. The Chinese New Year gathering is a gathering of family members, reflecting Chinese folk customs and expressing the care of elders for children and the filial piety of children towards their elders. But the relatives who gathered together lacked a sense of topic. After talking about concern and filial piety, what common language did they have? And they also ask questions about topics that young people hate: "Are you partnered? Why haven't you found one yet at your age?" "How much do you earn? Look, Xiaoqiang is a company executive now." "Xiaoli, you have to hurry up and have a baby. I'm still waiting to have a grandson." Those who haven’t found a partner are urged to find one, those who have found one are urged to get married, those who are married are urged to have children, and those who want children are urged to have a second child. If a community with common topics can be established in the product, with product positioning as the point of interest, the topic can be increased through topic discussions, organizing activities, game interactions, etc., thereby achieving the purpose of communication. Only with communication will users come back from time to time to take a look to see if anyone has left a message for them or if anyone is following them. Just like WeChat Moments , you will often see people showing off their happiness, achievements, children, and chicken soup for the soul, no matter what. Those who post hope that you can like and leave a message for them, so that they can feel a sense of existence, and friends are also willing to read Moments to satisfy their curiosity. This is interaction, which allows both the sender and receiver of information to feel the communication. The product is the stage, and the users are the ones who perform the show. The functions of "Friends Circle", "Like" and "Leave a Message" are the stage. "Post to Friends Circle", "Like" and "Leave a Message" are the basic functions to enhance the interactivity of the product. There must be a give and take, and after going back and forth, brotherhood and sisterhood are established. Through these interactions, in-depth communication can be carried out to achieve the goal of increasing product stickiness. This is why some car websites have car clubs, travel websites have travel footprints, and food websites have Dianping.com. They achieve communication through interaction, build circles through communication, achieve stickiness through circles, and promote products through stickiness. For a product, stickiness should be the ability to attract users and keep them attached to the product, thereby increasing user "return rate". What kind of things do users often watch and like to watch? From a human perspective, what are the things that users would love to watch and watch often? This must first start from the human nature. People have seven emotions and six desires. The seven emotions refer to seven kinds of feelings: joy, anger, worry, thought, sadness, fear, and surprise. These refer to the human nature and instinctive needs. Through their own socialization and the acquisition of information from the outside world, people finally transform some information from the real world into the seven emotions within their hearts. If you win the top spot in the imperial examination, you are happy; if someone scolds you, you are angry; if someone in your family is sick and you lack money for treatment, you are worried; if you miss your loved ones, you are longing; if your loved ones leave, you are sad; if a gangster robs you with a knife, you are afraid; if someone shouts at you when you are off guard, you are startled. This is the transformation of external information into your inner heart. From a psychological perspective, people will have curiosity, loneliness, excitement, sadness, joy, fear, helplessness, excitement, depression, negativity, resistance, and longing and so on. These psychological states will eventually transform into the seven emotions of human beings. We must start from the original heart of human beings and understand human nature. Your APP |
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