Why does Baidu insist that you use its App?

In the past month, whenever you use Baidu search in a mobile browser, you will receive a series of reminders from Baidu: it is recommended to use the Baidu App.

In order to divert web version users to the mobile app, Baidu has adopted various methods, more directly than ever before, even at the cost of continuous pop-up windows.

Pop-ups repeatedly

I believe you have also encountered such a situation recently. When you click on the Baidu search box on a mobile web page, a pop-up window will appear, saying: "Friendly reminder, it is recommended to use the Baidu App to enjoy a smoother search experience."

Users need to click one of two options: continue browsing the web or open the Baidu App.

According to tests, even if the user clicks "Continue using the browser" multiple times, Baidu will still tirelessly pop up windows to prompt the user to download the App.

Although this pop-up window will not appear continuously, even if users have already downloaded the Baidu App, if they continue to search using the web version, they will still receive prompts directing them to the Baidu App after a period of time.

Baidu has always had a way to divert traffic to the App, which is also a common operation method for Internet products, but the previous practice had little impact on the user experience. This time, the diversion seems to be more forced, with a window popping up directly, and you can't use the search function unless you click it, which has a great impact on the user experience.

On the web pages of Baidu Mobile, ads that hope to attract users to the Baidu App are everywhere, including the most prominent position below the search box, which is always occupied by Baidu App ads. Clicking on it will automatically download the Baidu App.

Perhaps Baidu also knows the difference in the effectiveness of "reminders", so it has intermittently adopted more direct means. When using the web version of Baidu, you will naturally notice the "information flow" below the search box.

When you click on an article, another page will pop up automatically - a full-screen Baidu App advertising page. If you have Baidu installed on your phone, you will be redirected directly to the Baidu App. If you don’t pay special attention, this process is not very obvious.

For the editor of Leifeng.com who has long been accustomed to using the browser, he has clicked "Continue browsing the web" countless times in the past half month. Pop-up ads are annoying, and the web version of Baidu may not be as easy to use as the Baidu App, but it has to be said that this has become a small habit that is difficult to change.

Why is Baidu in such a hurry?

In the article "Middle-aged Beijingers in the Flu", the author quoted a sentence from Buffett that was very impressive: "Habits are so light that they cannot be noticed; habits are so heavy that they cannot be broken."

Everyone knows that in marketing, you can guide consumers' habits, but it is taboo to try to change consumers' habits.

It has to be said that the continuous banner ads and mandatory pop-ups have greatly damaged the user experience. This series of measures shows that Baidu is anxious to increase the number of Baidu App users and the frequency of use.

Why is Baidu so anxious? We can review Baidu’s past and the current situation it faces.

Search engines are undoubtedly the entrance to the PC Internet. Baidu has grown into an Internet giant by relying on its search business and strong advertising monetization capabilities.

However, the entrance to the mobile Internet is more dispersed than that of the PC Internet. Various super apps, such as WeChat, Weibo, Toutiao, and Baidu Maps, are all entrances to the mobile Internet. Tencent and Alibaba rely on social networking and payment to connect online and offline, providing more and more life service functions; Toutiao relies on information flow and algorithms to achieve success in content, and expands its content platform through crazy acquisitions, and its monetization capabilities are getting stronger and stronger.

With the accumulation of content from Baidu Search, Baidu Reading, Baidu Library, and iQiyi over the years, as well as the perfect advertising system of "Phoenix Nest", Baidu could have become an absolute powerhouse in terms of content. However, the rise of Toutiao caught Baidu off guard, and Baidu's leading position in content is in jeopardy.

In 2017, Baidu began to lay out its "information flow" and increased its attention to content ecology.

Baidu has many major content strategies, such as fully embracing AI. The upgrade of Baidu App is a more direct experience that Baidu has begun to attach great importance to mobile content.

In January 2018, Baidu Mobile was upgraded and renamed "Baidu Mobile". Its slogan "Search when you need something, and check when you don't" also reflects the change in strategy. Previously, most users only used Baidu when they had a search need, but Baidu now hopes that users will think of getting information from Baidu even when there is no search function.

At the Baidu Content Creator Festival in January 2018, Xiang Hailong, President of Baidu Search, said, "Now when users hear the words Baidu on mobile phones, the first thing they think of is the search box, and that search is Baidu. I think in the future Baidu should provide two contents based on information distribution 2.0 - one is information search, and the other is information browsing service."

The functions of the web version of Baidu are limited to information search, while the Baidu App can realize more of Baidu's ambitions in content.

The current special features of Baidu App include: voice search, AR, great videos, extreme challenges where you can win money by answering questions, and various life service functions added by Baidu in the App: mobile phone recharge, Baidu Finance, Ctrip air tickets, JD.com shopping, bus tickets, Nuomi train tickets, Youxin used cars, etc.

For users who are used to using the web version of Baidu search, the most direct attraction of Baidu App may be voice search. Therefore, the slogan used by Baidu when directing traffic is: Don’t want to type in the cold weather? Try Baidu App voice search.

In addition, Baidu also hopes to attract users to use Baidu App with more high-quality content. During the Spring Festival, Baidu launched the "National VIP Carnival". From February 10 to February 21, during the Spring Festival, Baidu, together with iQiyi, Qingting FM, Baidu Music, Himalaya and other content platforms, will open the content that usually requires payment to users for free, and also eliminate advertisements. For example, paid movies "Youth" and "Cat Demon Legend", exclusive variety shows "Qi Pa Conference", "Idol Trainee", "Learn to Talk with Kevin Tsai", etc., can all be watched for free on Baidu APP.

Rather than forcing users to leave the web version of Baidu, using the Baidu App to provide users with more value is obviously more effective.

Internet products have always paid attention to user experience. How to take user experience into account under the company's development strategy is the most headache for product managers. It is even more difficult to explain it directly in an article.

The editor has also heard some interesting opinions and would like to share them with everyone. Everyone is also welcome to leave a message for discussion.

A news practitioner believes: I personally think that the biggest problem is that Baidu App is not a browser. Although many people start with Baidu and set Baidu as their homepage, there are very few people who rely solely on Baidu. Yes, I will use Baidu to search, but I also want to use Google search, and I also want to access my browser bookmarks directly instead of going to Baidu.

A practitioner from a technology company believes that Baidu App can be used for social networking and client traffic. An app developed from WeChat contains all services, and a terminal becomes the entrance to all Internet. Baidu App can block search content from Tencent's product series. I will go to Sogou to search for WeChat content, but will you install a Baidu App to search for Baidu content?

Another news industry insider believes that Baidu APP was previously called Mobile Baidu, which was not grand enough. It is much better after the name change, and there is enough room for development. In the past, people actively searched for information, but now it is passively recommended. Baidu has Baijiahao and enough user data, and taking the route of precise delivery is much smarter than traditional bidding ranking advertising.