Conversion rate is a core indicator of a product. In a sense, it is the transformation of user types, such as ordinary users to paying users, and paying users to high-value users.

From ordinary users to paying users, everyone knows that it is because the product can meet the needs of users. From generating needs to achieving goals, users must go through a series of behavioral operations, which we call tasks, also known as processes. We call the processes within the product that are directly linked to core indicators and company benefits core processes.

1. Core Process

The so-called core process, also called the golden process, can be considered the lifeblood of a product. The vast majority of daily needs either directly serve it or pave the way for it.

Products like this basically have one thing in common, which is that the core process is roughly the same: "Homepage → Category list page → Details page → Payment page".

It is precisely because the key nodes of conversion in users' actual offline scenarios are extracted and integrated with the unique advantages of the Internet online, which is also in line with the mental model and cognitive habits of general users.

“Store → Section → Product → Payment”:

From an experience perspective, since it is a process, it must be a linear structure.

We usually refine the user experience goals when performing core processes based on the target users’ core demands and behavioral characteristics (if you don’t know, just do research~). This requires designers to understand the user’s mental model and deepen empathy.

Based on the user experience goals, we understand the user's needs at each node in the core process, and think about what kind of design strategy can meet the user's needs and guide them to the next node, so as to achieve our ultimate goal. At the same time, for the main pages involved in each stage of the entire process chain, it is necessary to define measurement indicators for tracking points to serve as evaluation dimensions and verify the value of our design solution.

The design strategy mentioned here is not just about directly meeting user needs or pain points. We need to know why users have this need or pain point and where the fundamental problem lies.

Whether it is a cognitive problem, an efficiency problem, an operating habit problem, an emotional transmission problem, etc., we cannot just solve the pain points or opportunity points. This would be too limited. We need to raise our perspective to a higher level, so that there may be better solutions.

2. The Eight-Character Mantra of Transformation

The eight-character motto of transformation: understanding, trust, value, and transformation.

PS: This methodology comes from Master Ci Siyuan of Ji Chuang Tang, known as “Pure Color” in the world!

Once you take a look at this methodology, you should have a general understanding of it.

This methodology describes the mental process of people's daily shopping conversion very clearly. Here I will explain it in two scenarios: online and offline:

1. Offline

If we want to buy a book about PS, when we are walking on the street, the first thing that comes to our mind is the appearance of bookstores in our previous understanding. While walking, we suddenly find several shops that look like bookstores, and then we will walk over. Why? Because the appearance of the store matches the appearance of a bookstore that we perceive in our brains. That's understanding.

So which one should we go into? Generally speaking, when we walk past, we make a rough comparison, "Xinhua Bookstore", "Zhang San Bookstore", "Li Si Bookstore", which one would you choose? It must be Xinhua Bookstore, why? Because it is the strength revealed by the brand endorsement that brings us trust.

Then we will walk into the bookstore to browse, and if we find a section for design books, we will definitely go over and take a look. Why? Because it has a preliminary match with our core needs, that is the value.

At this point, if we find that there is no content about PS in design books or that there is no satisfactory one, we will most likely turn around and leave. If so, we will go through the process of understanding, trust, and value for this specific book again until it is highly matched with the values ​​we focus on in our core needs, and finally complete the conversion.

Think about it, isn't this the truth?

2. Online

If we go back to the online world and combine it with the mental journey of offline scenarios, we can clearly find the corresponding relationship.

The appearance of the offline store actually corresponds to the homepage of our product, but online products have their unique advantages. They can convey understanding, trust, and value to users in just a few seconds. The most important thing here is the user's understanding and affirmation of the platform and their perception of services that can meet core needs.

Therefore, the first thing we must do on our product’s homepage is to make its overall emotional expression consistent with the user’s structural cognition (which can also be understood as mind) of this type of product. To put it simply, those who do e-commerce should act like e-commerce companies, and those who do social networking should act like social networking companies.

The product should be able to answer the question “Who am I?” If users can feel it quickly, then in most cases we will complete one of the most important conversion indicators of a homepage: triggering the first click behavior.

Next, the user will enter the service that he or she believes has a preliminary match with his or her core needs. At this time, the corresponding offline scenario is to quickly find the design-related books and go to them. The corresponding online scenario is the category list page. The focus here is to quickly and efficiently find the category that the user needs, and then start browsing specific products.

If the user finds a specific product that further matches his or her needs, then the user will click on this entry and enter the product details page. At this time, the offline scenario corresponds to picking up the book to take a closer look. In other words, at this step, users will once again go through the process of understanding, trusting, and valuing this specific product. When this product is highly matched with the value that users actually care about, the conversion will eventually be completed.

Now we can know that this methodology actually mainly works on two points:

1. Horizontal: For the platform, whether the overall image of the platform is consistent with the users' structural cognition and whether they agree with its values.
2. Vertically: For specific products, whether the value of the specific product is highly matched with the value that users are concerned about in their actual needs.

We are only discussing this from a methodological perspective. At different stages of the product life cycle, there will be different focuses. Here is my understanding:

In the early and middle stages of a product (exploration and development), if ① is not done well, it will have a great impact on ②. Because most users may not even go through the first layer of the network, especially for online products.

For example:

You want to do business, and now both I, a startup company, and Jack Ma tell you at the same time “We will teach you how to do business in three months”, who do you believe?

What is here? The values ​​are the same but the trust is different.

How we build trust, through three key elements: strength, goodwill and honesty.

It can be said that in the early stage, when product services and user needs are basically matched, trust determines conversion (except for price wars for standard products~).

Therefore, when a product wants to convert in the early stages, an important influencing factor is to create trust.

In the later stage of the product (maturity and business growth stage), if the product can reach the later stage, basically ① is in place, then you can only focus on ②. Because only by focusing on the values ​​that users care about most can there be room for competition.

For example:

You want to do business, Buffett says “I’ll teach you in three days”, Bill Gates says “I’ll teach you in two days”, who will you choose?

Here it is just the opposite, the trust is the same but the value is different (the example may not be appropriate~).

This situation often occurs during the product's maturity and commercial growth stages.

For example, Taobao and JD.com, both platforms have a well-known brand reputation and are trustworthy enough. What would the two companies do in this situation? It’s about value. Taobao focuses on categories and comprehensiveness, while JD focuses on efficiency and quality. This is the difference in brand value implanted in the minds of users when trust remains the same.

Therefore, when a product wants to be converted in the later stage, an important influencing factor is the value difference.

Well, having said so much, what I understand is roughly the picture below~~

Let’s take a look at an example and sort out the key elements of understanding, trust, value, and conversion on the page.

3. Get something

First, let’s look at the homepage. What the homepage needs to do is to understand the first level of trust value conversion. You can also say there are three elements of the head screen, but in fact there is not much difference between them in essence.

• Three elements of the head screen = understanding the value of trust
• What I do = Understand
• What I have = Value
• Why choose me = Trust

1) Home page - focus on the platform

• Understanding: The overall perception that the homepage conveys to users is "fashion and trend", and it has the most shoes, catering to the fashion-conscious shoe lovers.
• Trust: Identification services mainly impress users through the two elements of "honesty" and "strength" to prove the strength and sincerity of the platform.
• Value: Categories, best-selling lists, new product deliveries, new user gift packs for new users, and highlighted classification entrances are all to prove to users that you have a lot and there is always what you need, in order to maximize the matching of user needs.

2) Details page: Focus on specific products

• Understand: basic product information such as title and price. Users may not see so much, but it is necessary (this involves people’s color personality classification).
• Trust: High-quality pictures, Huabei installment payment, authenticity guarantee, multiple identifications, item-by-item inquiry, worry-free after-sales service and other information ensure the quality of the goods to users.
• Value: Information such as new member gift packages, Huabei, and rankings can minimize users’ decision-making costs and increase purchasing motivation.
• Finally, the most prominent conversion point “Buy Now” constantly stimulates users’ desire to buy.

3. Finally

There are endless examples of this kind, and they are everywhere online and offline, not limited to e-commerce. Products with different attributes attract different user groups and have different focuses. For example, in the example above, for trendy brands, what is the factor that users pay most attention to? It is a guarantee of authenticity. Therefore, it is particularly important to create a trust mechanism to ensure authenticity.

For example, for P2P, the most important thing is trust, because for this kind of product, trust and conversion are basically equal.

For products like online education, users are most concerned about value. They are concerned about what value you can bring to them.

So before we use this methodology, we must understand what are the factors that influence the key decision-making motivations of users who use this type of product?

The above is just the most superficial understanding of this methodology. If we break it down into details, understanding, trust, value, and conversion, each keyword will involve a lot of knowledge, as well as various strategies. I will slowly share them with you when I have the chance in the future.

Of course, Teacher Chunse went deeper and combined a lot of psychology to explain its essence. In fact, this methodology is no longer limited to the field of design. It has already penetrated into every aspect of our lives. Think about it, whether it is the same process when you are in love, looking for a job, discussing cooperation with others, etc. You can also use it to do business, that's fine too.

Wonderful~ Design comes from life~

Author: Untalented

Source: I am not talented