Generally, a user will experience a period of product value experience from registration to the first payment. The generation of the first payment behavior is an important signal for the user to affirm the value of the App. Whether users can take the key step of paying for the first time is an important part of the product's sustainable profitability.
The famous social psychologist Robert Cialdini once put forward six principles that influence user behavior in "Influence": reciprocity, commitment and consistency, social identity, authority, preference, and scarcity. On this basis, combined with the user's payment psychology, the main factors that generally drive users to pay for the first time are: cost-effectiveness, emotional resonance, and curiosity. On the basis of scientific data analysis, combining these driving factors will help us formulate more reasonable operating strategies to promote the first payment behavior.
Audience analysis looks for driving commonalities
In addition to polishing the product itself to attract users, all kinds of cost-effective incentive activities, first charge tasks, limited-time free and other operating methods are effective coping strategies when users hesitate to pay. However, when we actually implement specific operating plans, we often "over-operate". Excessive incentives such as cost-effective discounts may damage the ecology and cause resource devaluation.
Through scientific data analysis, understanding the key events of users' payment behaviors and finding the commonality of payment driving can help us to better formulate targeted response operation strategies.
In the audience analysis model of Huawei Analytics, a new "first-paying" group is created. By viewing the first-paying crowd report, it can help us to explore the high-frequency usage capabilities of the people who have completed the first-time payment, and find the common driving force for users to pay for the first time. .
The above picture is the details of the distribution of events for the first time paying people for a (vocational) education app. We found that the most frequent events among the first paying people are searching courses and sharing courses. Therefore, it is inferred that searching/sharing course events makes it easier for users to pay for the first time. When designing and operating activities, it is necessary to strengthen the guidance of users' ability to use search/sharing courses, or push the detailed introduction of the function for unpaid users, etc. Ways to guide users to use and experience.
Intelligent operation accurately promotes conversion
After finding the common events of payment-driven, the next step is to intervene through operational means to allow users who have not completed the first payment to reach key capabilities in order to improve their payment conversion.
Create marketing campaigns with the help of Huawei's intelligent operation services to push messages related to the use of key capabilities for unpaid users, starting from the user's psychology and product use distance, and promote the generation of first-time payment behaviors.
Taking the above-mentioned education apps as an example, our purpose is to promote users to search/share courses, and then realize the conversion of the first payment. Use "unpaid users" as an audience group and push them messages such as "how to quickly get tips on favorite courses" and "good courses to share with friends". Through continuous guidance, promote users to use key capabilities to further achieve paid conversions the goal of.
When actually formulating targeted operation strategies, it is necessary to fully consider product characteristics and user psychology, so that the user's first payment rate can be effectively increased. For example, e-commerce apps can usually achieve their goals through activities such as "big promotion and full reduction", but content-based and tool-based apps need to rely on scientific data analysis and combine user psychology to figure out an appropriate operation plan.
The above is a brief introduction to the use of Huawei analysis and intelligent operation in the scenario of increasing the user's first payment rate. For more other use scenarios of data-driven operation, please click on the official website of Huawei Analytics for details.
For more details, please refer to:
Huawei Analytics official website
Visit Huawei Developer Alliance official website
Get development guide document
Huawei Mobile Services open source warehouse address: GitHub , Gitee
and learn about the latest technical information of HMS Core for the first time~
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