Don’t know how to increase your conversion rate? Let’s play games!
There is a very interesting thing recently. There is such a game. When we know that the other party is playing it, the first greeting naturally becomes: "Tell me, how much did it cost?"This game is called "Clash Royale". Anyone who has played games should know that it is a masterpiece of SuperCell. The company's previous game with a similar effect was "Clash of Clans". SuperCell is simply a wonder in the foreign mobile game industry. Not only is the game well-made, but I have taken a look and found that it is one of the rare companies that can make money by continuously innovating its model within a single game. Although, for the mobile game industry, the well-known slogan is: There is no problem that a 648 cannot solve. If so, then another 648. But there are not many games that can achieve such high and sustained high returns as Clash Royale. Take Clash Royale as an example. In the early days, the game matchmaking algorithm was used to understand the psychology of players: "A winning streak will lead to a losing streak" → "A losing streak will lead to a comeback" → "If you are at a higher level than others, you can win" → "You will become stronger if you spend money" There are new cards every month, so I adjust the numerical balance from time to time. Of course, there aren't that many big spenders who can spend lavishly, so entering a new arena gives you a chance to spend money and receive very favorable box + gold coins + diamond combinations. Therefore, those who were not willing to spend money before are now willing to spend money. After all, this means a "discount", and if you calculate the price, it is indeed quite cost-effective. Later on, the tournament mode will be launched. By participating in the tournament, you can get gold coins and cards just by fighting. In the tournament, the level values will be rebalanced to reduce the pressure on those who are unwilling to spend money or those who spend a small amount of money, thereby converting more people to pay - after all, it takes a long time to open a box. If you don’t want to wait, you have to spend money to open it. If you don’t have enough cards or any legendary cards, it doesn’t matter. Now I will give you a legendary treasure chest worth 10,000 gold coins, and I guarantee that you will get a legendary card. In the early stage of the game, we found that taking advantage of the players’ psychology, inducing a mentality of comparison and competition, and encouraging one-time consumption were the keys to SuperCell’s improvement of the game’s payment conversion rate . This first wave is aimed at players who are impatient and willing to spend money to improve their gaming experience - after all, for paying players, being a free player is also a gaming experience. As time goes by, in order to cheat more people's money, oh no, in order to increase the conversion rate of game payments, the game began to reduce the conversion rate of negative incentives caused by numerical imbalance, and adopted more positive incentives, such as: standing on a higher level arena, rewarding yourself for spending a little money to enjoy discounts; spending fewer diamonds to participate in tournaments, you can get benefits that are no less than opening boxes... and so on. In the history of Internet development over the years, online games - whether PC games, mobile games, or even web games - have created miracles of revenue. So, if you need to improve conversion rates in your work, there is no reason not to learn from games. The core of conversion rate is to understand what users want. For games, what users want is "fun". Therefore, as long as anything can serve the purpose of "fun", users are actually willing to try it. This is also why online games entered into the competition of product capabilities very early on, because if the product itself does not have enough advantages, it will be difficult for users to pay for it. But having advantages alone is not enough, users still need motivation to pay, and this motivation is provided by operations . In the early days of PC games, the product could be used to control the drop rate of a certain top-quality item or equipment on the server, so that the entire server would make all efforts because of the existence of this top-quality item. This was influencing conversion by creating scarcity. At this time, the PC game has not yet reached the stage of charging for props, so product capability comes first. Because it is fun, users are willing to purchase game time to gain gaming experience. However, when PC games start charging for props, the test is not just whether the game is fun, but more importantly: Why should players spend money to buy props? In fact, no matter how many reasons are given, the core reasons are: Because buying props can make the game more enjoyable. Therefore, when designing payment points for games to convert users, the most common considerations are two scenarios: 1. Hinder the user's gaming experience and allow them to get a better gaming experience by paying; 2. When the user achieves a certain achievement, motivate the user to pay to complete the reward given to him. For different products, user demands and payment points are actually different. For example, parking applications. Users need parking applications because if they are driving in an unfamiliar area, they may not find a place to park. Therefore, such an application may be able to solve the parking problem. However, few people will pay for parking apps, no matter how your app is designed - because users are clear that they don’t know what service they are paying for. If it is a reservation, then the logic is very strange - if the parking lot is vacant, I don't need to make a reservation. If there are no spaces in the parking lot, it is useless to make a reservation... For example, if the navigation software launches the function of replacing the car logo on the map, I can almost be sure that more people will buy the car logo than the navigation voice package - if the voice package needs to be purchased. In adult forums, if replies are set to be visible, I believe almost every post will be a towering building. Therefore, in order to improve the conversion rate of a certain user behavior, we must figure out what he wants, and guide and motivate conversion in the process of his "wanting" to truly achieve an increase in conversion rate. The conversion rate is actually very superficial. In order to play games, some people can study various methods to obtain games. Some people even join subtitle groups, Chinese translation groups, etc. because they want to play a certain type of game. The other day I watched an FM video of "Chang Youqing" (Chang Youqing was the creator of a training method in the Championship Manager era, and he was very good at playing games. Now this brother is a producer at a game company). He mentioned that "Back then, I just wanted to have fun playing the game, so I came up with a perverted training method. Later, the training method was blocked by a patch. There was nothing I could do because I still had to play the game, so I studied tactics." You will find that the game can be played in many ways, whether you pay for it or not. So, why can’t your users have fun with your product? The answer is actually very simple: Either the product is not that good, or the operation is not done well. During the CKS period (Liang Ge’s first job, China Youth Eagle Network, then abbreviated as CKS), our teenage users were playing with blogs in a variety of ways. There are a few cases that still leave a deep impression on me today. Case 1: There was a little boy, about 12 or 14 years old, who often sent emails to the technical director, telling him: I recently found a bug on the site. In fact, if you guys write code, it will be much better... and then he attached a string of code. Case 2: A kid uses a blog to attract other kids who are interested in PS skills, then creates a QQ group and livestreams his own PS process in the group, teaching the kids in the group how to make the same pictures. Case 3: A child’s father called the editorial department and inquired about the book publishing process, because what the child wrote on the blog was noticed by a publishing house and they wanted to publish it. However, the child’s father had never experienced this before, so after much deliberation he decided to call the website to ask... Fortunately, there was a teacher in the editorial department who used to be a book editor. In fact, these three cases are no longer about conversion rates. It’s about something deeper – user engagement. There are very few products that can keep users engaged, and the reason is still that the operations are not in place. Xiaomi once summarized the laws of participation. I have read it and it actually makes some sense. Of course, if you want to create your own user engagement, there is only one key principle that remains unchanged: The best way to make users feel that you are not operating it is that you are not "intentionally" operating it. I believe that not many people can understand this sentence, and even fewer can put it into practice in their work.Mobile application product promotion service: APP promotion service Qinggua Media information flow The author of this article @豆包 Compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting! |
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