The product is not sticky? Maybe because of the escape cost = zero

2018-08-13

Note: have you ever thought of a question, what factors are affecting the user and the loss all the time? Why does your product have no stickiness?

The product is not sticky? Maybe because of the escape cost = zero

The Internet has entered the second half of the day, every field user has a lot of choice, we do the Internet also must feel like fighting every day, do everything possible to let users a little more, let users stay a little longer.

Some people practice more long-term, through the establishment of a set of systems to improve; some people may be more short-sighted, through some of the bottom of the way to stimulate the user’s participation in exchange for temporary data promotion, the way is very much also very correct.

But have we ever thought of a question, what factors are affecting the user and the loss all the time?

Compared to the loss rate, it is more concerned about the failure to recall the user, because the loss is certain, the user is bound to be short of loss after the demand is satisfied, as long as I can recalls easily through some means and methods next time, the good operation is to continue to shorten the cycle between the loss and the recall.

Therefore, if the recall users are very difficult and the rate of attrition can not be maintained, the product will be dangerous.

So how to improve product stickiness, introduce a concept today.

“Escape cost”

Of course, there are many ways to enhance product stickiness and enhance retention. This article starts from the perspective of “escape cost”.

What is the escape cost?

As the name suggests, escaping costs is the cost of leaving. Do you remember last year’s very angry escape from the North Canton event? The first few people who went to the airport sent free air tickets to the tour. Indeed, some people took part in it and said that they had left.

But it’s definitely not the Internet emigrant we are forced to, because the cost of our departure is too high and the work will be delayed. (my former boss has ordered this order – 1W 1W 1W late a day), and on the other hand, there will be a loss of wages, and so on… Anyway, Da Lun, I hesitated for a while and went to the company honestly, emmm… ..

Our mobile phone used to be a functional machine, think of NOKIA, then we will change the cell phone only need to remove the battery for a SIM card to complete, the phone text messages are in Cari, and now change a cell phone?

The cost is too high to reload all the APP. If you change the apple for Android, you have spent all the money in the game. The cost of the migration is imaginable.

You see, this is the escape cost.

From a product point of view, fleeing the cost is the cost that users leave your product to use other competing products or give up the needed cost.

Let’s strengthen our understanding of this sentence. The cost of leaving the product can be translated into:

  • If you don’t use your product, can your needs be satisfied, and other products will be better or worse.
  • The cost of money, time and cost of human relations in your product before. How much, can you lose it easily.

The cost of transferring other competing products can be translated into:

  • Can meet the demand faster and more.
  • Can gain more personal interests.

Of course, there is another situation for users to escape: this demand is not satisfactory in the market, and I don’t need any products, temporarily giving up my needs.

Through these factors, we can get a simple formula for product viscosity.

Product viscosity = escaping cost   (using competitive cost + giving up meeting the cost of demand)

The cost of using competing products depends on how strong the opponent is, and we can not control it. If users want to temporarily abandon the satisfaction of requirements, there are so many scenes that it is difficult for us to affect all users.

What we can completely control is the escape cost of our own products. If we make it large enough, far more than the other two, we can change the stickiness of the product, and then we’ll see how to increase the cost of escaping the user’s own products.

How to increase the cost of flee?

Darren is a simple and rude person. Looking down, we split the cost of escaping into 3 ways:

  1. deep participation method

The current situation in the Internet is already a situation for the winners to eat, and it is difficult for the new project to get high profits through the establishment of traffic barriers. In this environment, there will be no opportunity for the new project.

Obviously not.

After these years of development, there have been a number of early small but accurate projects, VIPKID, get, clothes two or three, and so on, the common features of these projects are not blindly expanding, will not use the flow times to develop.

Rather, it is accurate to lock the service of a target group and provide users with more exclusive, rich and personalized services. The user can establish a user’s sense of identity for the brand through long-term continuous money input, and the product is also exporting some practical value for the user.

Similarly, large projects that have built up traffic barriers in the early days are also aware of similar problems. Hungry members, Tmall members, convenience bee members, Jingdong plus, are all the same.

To sum up: the depth participation method is to let users get more depth and personalization of the product by the way they actually pay, thereby enhancing the customer’s long-term value of loyalty and cost precipitation in the product, thus it is difficult to leave and form a high escape cost.

On this basis, the operation of students can increase the incentive to the design of membership system and various activities, and continuously enhance user viscosity.

However, not all items are suitable for enhancing viscosity through deep participation. This method is suitable for high frequency, to solve itching point instead of pain point of the user, what is to solve the itch point, is not the product to solve the pain point?

I would like to give an example: I want to eat is a pain point, so the existence of the restaurant is to solve such a pain point, and the appearance of the takeout of O2O is to solve itching point, even if there is no takeout we can also go downstairs, so the point can be basically understood as a word “cool”.

What about the other projects? How does a low frequency project improve the stickiness of the product?

We went on looking down.

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