Today we are going to talk about a common and relatively common operational problem. If you feel it’s a good conversation, we can try to have a weekly conversation in a similar way in the future.In my impression, almost all operations or products will fall into big or small pits in the process of cultivating users' payment habits. Even for some young operators, they are confused when faced with problems in this regard: What is cultivating users' payment habits? Where should I start to cultivate users' payment habits?So today, we are going to spend some time to talk about this issue: how to better cultivate users' payment ability and habits . I will try to discuss the following three aspects of promoting user payment, based on the premise that there is no problem with the core business process and product experience fluency:1. How to improve users’ awareness of (paid) products;2. How to encourage users to make their first payment;3. How to increase users’ repurchase rate for products.1. Improve user awareness of (paid) productsNowadays, the number of products that require payment is increasing rapidly. Faced with this phenomenon, in most cases, users may have questions, big or small, about the feasibility of payment, such as - what is the value of this paid product? The question is what is the difference between paying and not paying. So in actual operation, regarding how to improve users' awareness of paid products, we can take some actions from three aspects: the core value of the product, usage scenarios and user management .1. Emphasize core valuesIn some scenarios, users may ignore the core value of paid products and misunderstand the payment behavior. Taking the most common online education as an example, for users of this type of product, service is the key, and videos are just auxiliary materials. What we can do is to amplify the value of the service rather than just selling our own courses.For example, the relevant introduction of an online course: This course will take you to complete the development of a small program from scratch through 3 weeks of study. In addition to videos and corresponding materials, the class will provide guidance throughout the course, and the teacher will answer questions online every Saturday night, so if students have any questions during the course, please submit them on the small blackboard.In this example, the core value of this course is the series of services provided by the teacher to the students, rather than just some videos. Users will also be more aware of what key content they can get by paying.On this basis, we can also try to add "spiritual value" that is extended from the operational value of the additional product and is easy to touch users. for example:
You think I'm selling a cup of coffee? No, I sell an attitude!
You think I'm selling a book? No, I sell a value!
You think I'm selling furniture? No, I sell life!
You think I'm selling cell phones? No, I sell feelings!
These sentences combine physical objects with their equivalent spiritual value, mapping out the spiritual experience that things can bring to people, thereby increasing the possibility of user payment conversion . If your product involves more scenarios where users pay, such as online education, e-books, knowledge payment , etc., you might as well try to strengthen the emphasis and output of the core value of the product itself, which may make things a lot easier.2. Embedded usage scenariosIn most cases, the demand arises from certain scenarios. If we restore the solutions to these needs into the scenarios, to some extent it will be enough to enable users to perceive the effects of the product more clearly.For example, the main reason why "Naobaijin" can become popular is that the sentence "I will not accept any gifts this year, and the only gift I will accept is Naobaijin" has firmly grasped the scenario of giving gifts to elders, which is inevitable for most users. Compared with "xx nutritional product, using xx kinds of precious raw materials, going through xx processes, and has xx therapeutic effects", isn't it more contagious?In addition, some products in the Internet circle also have this behavior, such as:
“Just click on the app and delicious takeout will be delivered to your door” vs. “Don’t call mom when you’re hungry, call Ele.me ”;
“ Shared bikes are convenient, fast and environmentally friendly” vs. “Are you afraid of traffic jams? Afraid of being crowded? In a hurry? Just ride an ofo bike when you go out!”
" Himalaya , listen to all kinds of interesting audio at any time" vs "Listen to Himalaya when stuck in traffic on the way to work"
Therefore, it is a good method and habit to always think from the perspective of the product's usage scenarios and directly propose the pain points that this product can actually solve for users.3. Manage user expectationsWhat are user expectations? Simply put, users expect to see discounted products, but after clicking on the page they see new products. Users will immediately close the page, which will give them a bad intuitive experience and lead to a negative impression of the product.So how do you manage user expectations? In actual operation, the most common method is to hit the core of user needs when promoting products, let users understand what effects they can get after paying, feel satisfied and happy, and then achieve twice the result with half the effort in payment conversion.But as far as I know, sometimes there are bound to be errors in publicity, so a more effective way is to let users intuitively feel the actual effects through "rough" methods such as actual experience and trial membership. After users have truly experienced certain "sweetness" and met their expectations of use, their motivation to pay for it will increase a lot.4. Add identity recognitionIn addition to the methods mentioned above, we can also increase the additional value of the product by adding identity recognition, a method with official attributes.For example, the introduction page of the audio of "Intelligent Era" in the mall says:Dr. Wu Jun predicts that only 2% of people will benefit from the intelligent era, and the other 98% will be replaced by machines. How to become one of the 2% leaders? Listen to Dr. Wu Jun’s personal story.When I saw this part, for me personally, the identity I felt was that after buying it, I was that 2%, different from the other 98%, and then I placed the order and paid for it as a matter of course.By using official identity recognition to showcase the uniqueness of users, users can feel that “I am the same as others” or “I am different from others”, thereby amplifying the value of this part and increasing user payment conversion.2. Promote users’ first payment behaviorThe first payment has another name: breaking the ice. Obviously, it plays an important role in guiding users to pay for a long time. So how do you encourage users to make their first payment? I will talk about this from two perspectives: reference and reducing the likelihood of user concerns .1. Find a good referenceIn some scenarios, users cannot make up their minds to pay, which is likely a matter of choice to some extent. For example: Is it the right choice for me or is it the most optimized choice? In the face of this phenomenon, we can try to eliminate the user’s uncertainty and increase the sense of familiarity by comparing the reference object - associating it with something that the user already has a fixed location.Common ones include: the Whampoa Military Academy of online education, the Shaolin Temple of the IT industry, and Zhongguancun - China's Silicon Valley. These use objects with contrasting or similar features such as universities, Shaolin Temple, and the Whampoa Military Academy as reference points to compare and position their own products, allowing users to quickly determine the approximate location of the product in their minds. At the same time, this can also make your products feel fresh and familiar.When looking for reference objects, you need to pay attention to these two points:
You need to grasp the points that the product needs to show, and it is best to do it according to priority;
Reference objects need to be familiar to users to avoid causing reading difficulties for users.
Commonly used expressions are: [I am very similar to XX], [I am different from XX], [I am more advanced than XX], [I am more stable than XX].2. Solve worriesPart of the resistance to paying decisions comes from fear. The most common ones are:
What if there is no effect?
What to do if the expected results are not achieved?
What if you don’t want it anymore?
Faced with this phenomenon, what we can do is to design more backup plans to dispel users' concerns when guiding them to pay, such as "It doesn't matter if you make the wrong choice, we can protect your interests." And in real-life scenarios, the most common "routines" are as follows:Full refundWhether in online or offline payment scenarios, this is basically the most powerful one. For users, it is like a "peace of mind pill" and sometimes more acceptable to users than discounts.Unlimited replayThis is quite common in live voice broadcast products. Didn’t you understand at once? It doesn’t matter, the voice can be kept permanently, so you can listen to it at will. And they often contain keywords such as "infinite" and "permanent" that are full of temptation and appeal.Learn until you canThese words generally appear in training products such as driving schools, solving the pain points of users not learning or not passing the test, relieving users of worries.Subsidy benefitsVarious forms of expression such as free, limited free, discounts, coupons, etc. can give users the "final blow" in the process of encouraging them to pay.3. Increase user repurchase rateAfter users pay, there may still be problems such as retention, conversion, and non-renewal. At this stage, I think the main focus should be on emphasizing the user's "current income" and making the user feel that they are getting "value for money". Specifically, I have summarized the following methods, which may be worth a try.1. Magnify the user’s “abandonment cost”Compared to "getting more", people are more disgusted with "losing what they have", and by magnifying this point, the user's "abandonment cost" can be increased. for example:
Account validity period: Your Super Platinum membership will expire on February 31, after which your 24K gold-plated cool avatar frame will be taken back;
Coupon expired: You have a coupon worth 3,000 yuan that is about to expire. Please use it in time.
This method is more suitable for the trial period or the end of the validity period, and also includes scenarios such as coupons, discount coupons, special purchase rights, and generated discount orders that have been issued to users. In this process, it is necessary to pay attention to the method and frequency of reminders, which will not only increase a sense of urgency for users, but also promote their consumption and secondary consumption of products.2. Improve your sense of missionA sense of mission can actually increase the value of user payment and make users realize that “I am not spending this money for myself”. This will also allow users to have a deeper impression of their payment behavior and reduce payment resistance. for example:
Shared bikes: You rode x kilometers this time, which reduced carbon emissions by xxx compared to driving or taking public transportation, which is equivalent to planting x more trees;
Products with public welfare content: every 100 yuan spent is equivalent to donating xx yuan to Hope Primary School;
E-book: The book you just bought has a total of xx pages. A paper book of the same size would require the felling of xx trees. Thank you for your contribution to greening.
For products that contain new energy, environmental protection concepts, and public welfare content, you can try to amplify this point, enhance the user's sense of mission, and then satisfy their sense of honor, so that they will naturally use or consume the product again.3. Try to focus on potential usersFor potential paying users who have not been cultivated, we also need to pay attention to timely guidance and follow-up. Simply classify the people who failed to convert to paying , analyze the reasons why they did not pay in the first time, and provide targeted guidance at the appropriate time to form the second wave of payment flow.4. Track and analyze data
In addition to the methods mentioned above, tracking and guidance can also be carried out by analyzing data related to user payment habits. For example, data on the ratio of daily registrations to paid users can help us determine whether we need to enhance the conversion efficiency of paid products for new registered users.
Data related to the proportion of multiple payment rates can help us show more intuitively whether user habits have been formed. To a certain extent, it can also help us draw conclusions on whether paid products can bring users a sense of value.
Okay, that’s all for today’s thoughts on “cultivating users to pay”. I hope it can give you some inspiration. I would also like to express my special thanks to my classmates in the three-class student group. The extensive discussions you have had have provided me with many ideas. I would like to share some of your thoughts here for your reference.Lan Ying:Let me tell you a trick. Compared with the paid packages, the basic one is cheap, and the upgraded version is only slightly more expensive than the regular version (in fact, the original intention was to promote the so-called upgraded version, and the regular version was just a contrast). Regarding subsidies, I think they are just a superficial phenomenon. The real reason why I buy it is the content, but it doesn’t actually taste that good. If the taste is good enough, I would buy it even without subsidies.Zhang Daikui:If you just want users to pay, maybe a great copywriting or slogan will be enough, but the payment habit should not only be a matter of operation or copywriting, but requires a set of strategies or routines, and finally it comes down to the product. First, flexibly and cost-effectively find potential user demand points ( activity operation ), then determine an effective demand, promote the product prototype and assist in the launch ( product operation ), manage users after the product is launched ( attract new users , promote activation, retention, conversion - user operation + activity operation), and finally look at the operational data product iteration (product operation).Chen Heihei:We can use some first-time payment discounts, subsidies, vouchers and other means to stimulate users to complete their first payment. Once they have made the first payment, it will be much easier to convert them to renew their subscription. Some services are packaged at low prices to lower the threshold for first-time payment.Yan Chengcheng:In terms of products: When building a product line, we differentiate between free and paid products based on demand points and highlight the excellence of paid services. Operational aspects: special offers on paid products, free trials and other activities encourage payment behavior.Xu Ziwen:Help users find an excuse, crowdfunding helps users lower the threshold, returns make users recognize the value, value-added services make users accept monetary relationships, red envelope interactions make users feel relationships other than monetary relationships, and the sense of participation gives users a sense of scarcity: you are the best, a sense of superiority: awesome word privileges, and a sense of taking advantage: I made a killing.Thinking Broadly:I think it’s better to start with a free trial to cultivate paying users. No matter how high-quality the content is, not allowing the user to experience it is just empty talk. For example, if you let me read a little bit of an article or a book first, and then add V and payment at key positions, I will naturally pay if I think it makes sense, and I will recognize this model. Then, when you promote directly paid content in the future, I will also be mentally prepared and have the recognition.If users are asked to pay directly without being allowed to experience the content, some potential users with purchasing power will be blocked immediately. If the intention is to cultivate the habit of paying in users, you might as well mark all the free content with the original price first, and then highlight that it is currently discounted and therefore free or free for a limited time, so that users will have a psychological acceptance of paying from the beginning.
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