Source: Kevin's World-Changing Moments
The other day, I wrote an article sharing the importance of aesthetics.
The aesthetics of the product manager are really important!
After reading it, some students left a message in the background: "The foreign APP is much more comfortable, refreshing, direct, and there are no messy advertisements." ”
In fact, this is the characteristic situation of domestic Internet C-end products
It is not because of the deliberate efforts of domestic manufacturers, but under the demographic dividend, there are many marketing advertisements, which is an inevitable trend of product iteration, and the inevitable result of product managers in order to improve the ROI of functions and achieve the work indicators of product managers.
A calculation formula
Here, I share a commercialization funnel structure based on the AARRR model, and you can see that the increase in marketing entrance will increase the user payment rate, and ultimately achieve revenue improvement.
Sometimes, the advertising and marketing portal will cause users to accidentally click and pay.
Many C-end products have a large proportion of "accidental touches" to achieve some revenue purposes. At the very least, product managers must consider the possibility of "how to reduce user cancellations and increase user subscriptions" when designing the product.
We can see how users really feel in the comment section of the product. For example, we can log in to "Qimai Data" to view one-star reviews of iQiyi APP, and many users only hit 1-star reviews because of "mistakenly clicking" to recharge.
On some paid entrances, we can see bright red, yellow, and special benefits, and use the "default option" as the place where the product operation students want users to pay.
In fact, because of this reason, many products that are hundreds of thousands of products in DAU have become the most priority resource competition section for other products and business lines of a product.
The product entrance placed on the "home page" is also the business line that the boss values. For example, the sugar gourd on the homepage of Himalaya in the picture below has various business function entrances for users to choose.
Let the product enter the natural life cycle iteration, instead of "playing hormone to speed up"
I would like to make a point here: "The iteration of Internet products must be slowed down, not fast."
Slowness is not only to allow the product to grow naturally, but also to continuously establish various SOPs for the product, involving operation, operation and maintenance, development, design and so on.
Only in this way can we truly achieve the most natural user experience, just like we often say that children's education should not be "plucked out and promoted". A certain degree of user activity, base, and corresponding product function perfection.
The research and development of product functions cannot be rushed, let alone crazy speed up like "eating hormones", resulting in too fast to brake the car, and the brake is also a car crash.
Unless you're very, very sure that the future product is a success.
The company behind some products, once there is financing, it will be chaotic, because the founder will have the KPI target of the investor, and there will be more or less pressure to realize, step by step mistake, and finally the founder has to go to the doctor in a hurry.
Don't get into the "marketing aesthetic cocoon"
Now is the age of algorithms, and we often say not to enter the "information cocoon", but to learn to build your own information source channels, instead of feeding you information through recommendation algorithms every day.
There is a very strange phenomenon, when the product is iterated by itself, the product manager will become more and more accustomed to the new advertising positions and marketing entrances after using them for a long time, and even think that users are also "used to it", but in fact users do not think so.
Nowadays, some e-commerce websites, product managers, product R&D teams, and operation teams look at the advertising product pages on their e-commerce products every day, and they have long been "aesthetically fatigued", and eventually these marketing and advertising entrances are reasonable, resulting in more and more advertisements.
This so-called "aesthetic fatigue of the information cocoon" has led to a lot of products that have been going downhill, as we often say: "The golden nest and the silver nest are not as good as their own kennels".
For example, in the past 1-2 years, I can clearly feel that NetEase Cloud Music paid and VIP songs account for an increasing proportion of the recommended song list, unlike in previous years, when I almost couldn't hear the content of songs that needed to be paid.
Maybe the product manager and the operation strategy are still complacent about the increasing subscription payment data of users, but in fact, the user experience is reduced to me. This can also be described as many product managers who are also doing requirements in YY.
Always go out and break your own adaptability. To see other people's products, what users are doing, and avoid staying in the "marketing aesthetic cocoon", so as to bring new experience and growth to users.
Today's sharing is here.