Recently, I have benefited a lot from reading a book called "Addiction", and today I would like to share some of my inspirations with you.
In this book, an interesting concept is proposed, that is, the "addiction" model. I found that this model is actually the underlying logic to improve retention and conversion rates, as long as you grasp the basic logic from "trigger" to "investment" The key points of the link can effectively increase the conversion rate.
The theme shared with you today is "How to use the 4 main points of the addiction model to design a community with high conversion rate?" The main outline of this sharing is as follows:
High conversion rate communities need to make users habitual
Analysis of the 4 main points of the "addiction" model
How to use the 4 key points of the addiction model to design a high-conversion community?
1. High-conversion-rate communities need to let users form habits
First of all, let's talk about what a habit is. The so-called habit is an "unconscious behavior generated by situational cues", which is a behavior that we can make directly without being reminded.
Therefore, when users develop the habit of using products, using products is a natural thing. What are the benefits of letting users develop habits?
1. It can enhance the lifetime value of users to the product
The longer the user uses the product, the higher the frequency of use, which in turn increases the user's dependence on the product and forms an enhanced country email list positive feedback, thus forming a habit.
Once this habit is formed, it is difficult for users to change, and the lifetime value of the product to users will be higher.
2. Accelerate product growth
If users have a good experience in using the product, they will have trust in the product, become loyal fans, and eventually become brand promoters, so they will spontaneously promote the product for free, so that users can form a habit without spending any money. It is easy to attract new users under the premise of any promotion cost.
A key factor in increasing the growth rate is the "viral cycle," which refers to the length of time it takes old users to invite new users.
The factor that affects the virus cycle is the number of old users. The more old users, the more new users will be attracted. The shorter the virus cycle, the faster the product growth rate.
3. Improve competitiveness
The user's dependence on the product is also a competitive advantage. Once a product can allow users to change their living habits, other products are hardly any threat.
Once a user starts to use a service frequently, it is likely to turn the use of the service into a fixed behavior habit, which is difficult to be replaced.
When it comes to habit products that users can form, there is no doubt that the WeChat APP can be thought of, and almost most users are very dependent on this product.
Like the previous QQ, although many people use it, the age group involved is still not so wide. However, WeChat is used by a wide range of age groups, and even the elderly have become loyal users of WeChat.
From the very beginning, WeChat has also changed the user's usage habits bit by bit, adding many functions such as circle of friends, public account, red envelopes, WeChat sports, shopping portal, video account, etc., allowing users to gradually integrate WeChat into their own life. , and gradually developed dependence, making WeChat habitually open every day.
Nowadays, the communication between users basically relies on WeChat to communicate. At present, there is no other product that can replace WeChat. WeChat has become an APP that users use on a daily basis.