How can APP improve user stickiness? The most valuable details of Facebook in terms of user experience!
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In the Internet era, product competition is fierce, and product excellence does not necessarily mean technological leadership. As Luo Zhenyu said, "The industrial age carries specific functions, and the Internet age carries fun and emotion." As Steve Jobs said, "We are at the intersection of technology and humanity." Function is naturally a necessary attribute of a product, but emotional attributes have also become a standard feature of an excellent product. Social products are easier to extend in terms of emotional attributes. In social products, whether connecting acquaintances or strangers, what is essentially happening is establishing a social relationship chain. Social product operations include the following three dimensions: 1) Social relationship chain: What attracts users? 2) Social carrier: What do users come here for? 3) User incentive system: Why are users willing to stay? Facebook focuses on the above three dimensions and uses social carriers (common types of social carriers include photos, logs, status, check-ins, videos, voice, activities, games , etc.) to undertake relationships on social networks, and allows users to browse, comment, repost, like, collect, participate, etc. Countless such cross-processes constitute the social relationships on social networking sites. Facebook optimizes the user experience based on the social relationship chain, allowing users to receive new messages/new features, learn about new features and use new features, thereby increasing user stickiness. The following are some specific god-level experience optimization points: 1. Check your unread messages immediately after entering Facebook After entering Facebook, click "New Story" to quickly jump to the top of the page to view unread new messages. 1) Move from the current location to the latest news to let users know the status of their location. 2) By using the animation of quickly moving to the top, users can get a sense of the approximate time it takes to view the message. 2. Forward articles, videos and even ads to include connections with friends Use empathy such as "Others have responded, why aren't you responding yet?" to motivate users to click on push messages. 1) Friends’ comments and forwarding tell users their friends’ actions on the message. Users can freely choose to view the pushed messages. 2) Numbers such as likes, comments, and reposts show how popular the repost is at the moment, and users can freely choose whether to view them. 3. Systematize notification functions If all information notifications are displayed, it will seem like a large amount of information is coming in, making users feel cluttered and reducing the frequency of checking messages. Systematizing message notifications allows users to read quickly. Facebook has made several small changes when organizing the information flow, allowing users to filter out messages that they are more interested in or related to themselves, and freely choose whether to click to enter and view: 1) Each message is given an icon to identify the message type. 2) The blue background represents messages that have been clicked, reminding users of their previous operations. 3) For content that is highly relevant to the user, use "suggestions" to encourage users to click on it first. 4. Display the first five photos, and the rest display the number of remaining photos When friends upload a large number of photos, users can judge how long it will take to view all of them based on the numbers of the first five photos and the number of remaining photos, and then consider whether to continue clicking to view other photos. 5. Push notifications on mobile phones only push messages that are highly relevant to the user Messages that are highly relevant to the user themselves are pushed via mobile phone notifications, such as past history reviews, friends’ replies to their messages, etc. General likes, replies, comments, and other messages that are less relevant to the user themselves will not be displayed in the mobile phone system notifications to avoid frequent interference to users. 6. Today in History Users can check what they did on "This Day in History" and recall the messages they sent in the past, just like reading their own biography. 1) Recall the situational thinking when sending messages in the past. 2) Let users feel that past actions will not disappear with time, but are constantly building their own biography. 7. When you check the latest news for the first time, the highlighted message will change gradually For messages with a lot of comments, let users directly view the latest updates, and use animations to gently remind users of the messages they need to view. 8. New features are launched, using light animation to remind For parts that require user interaction, light motion effects are used to remind users that new features are available, gently guiding users to choose whether to try them. For changes that have a greater impact on the experience, such as a new reading method, a larger message will be used to remind users to open a new page after clicking; if they click on other parts of the article, the old reading method will be displayed, allowing users to choose their preferred reading method. 9. Celebrities broadcast live and interact with users When you receive a live broadcast message from your favorite celebrity, you can click on it on the spot and interact with the celebrity online using text or likes; there is also a closing page after the live broadcast ends, and the text messages from the live interaction are converted into comments and likes. Summarize Facebook optimizes the small feature experience around one principle: let users master all the information related to them and freely choose whether to try new experiences. 1) When users receive a large number of messages, they can freely choose to view them based on priority and know how much time they will spend on viewing them. 2) When a new feature is launched, notify users briefly and let them decide whether to try it. Facebook makes sure that users understand all the messages it pushes to them, but it will not force new features on users. It does this by releasing new features in grayscale, performing A/B testing, or even directly opening up two functions to allow users to freely choose how they want to display them. Judging from the data, messages that are simply and crudely conveyed to users, unlike forced push, can increase click-through rates , but from the perspective of conversion rates , they cannot be accurately delivered to target users. Facebook's clever ideas allow users to freely and happily explore online social networks, and create user stickiness and dependence on this social product. APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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