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创业产品如何给用户普及初次教育
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Topic: 创业产品如何给用户普及初次教育 (Read 246 times)
jsgayo
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创业产品如何给用户普及初次教育
June 03, 2015, 02:54:35 AM
#1
用户教育是产品始终绕不开的话题,除非是在红海市场当中,否则就不得不进行用户教育。
而即使是在一个红海市场当中,自家产品的机关萌点创新也是要给用户讲明白的,指望用户自己下载把玩发掘体会传播无异于痴人说梦。
所以,我们的用户教育要遵循两个基本点,其一所有用户都是小白用户,其二所有教育都是初次教育。
所谓小白用户,是那些知道iPhone,但是不知道iPhone系统封闭稳定性高、指纹加密安全性好;ios的app数量多、质量高、比apk先发布;伪后台更省电;ios比较符合大众审美、更新方便;iPhone像素低,照片体积小,但成像效果好;iCloud云服务好、自动备份、丢失定位、锁定、清空手机。
他们不懂这些,不会去看苹果的发布会,不会因为一项系统升级而兴奋。对他们来说,iPhone的卖点,就是“iPhone”这个名字。
而所谓初次教育,就是用户从来没有从任何渠道听说过类似的服务或产品,在他们的手机里只会装QQ微信,使用到的功能只是收发微信短信拨打收听电话,手机装载的二十种功能里面只用过三种,不知道需求还能这样被满足。
用户不会知道更不会像你一样理解你提出来的那些概念,千万不要高估用户对你的理解、认同、兴趣、情感。
绝大多数时候用户对你做出的教化的感觉是“我都不认识你,你干吗跟我说这个!你是神经病吗?”所以在做用户教育的时候要有方法论和技巧。
方法论就是要从用户本身出发,发掘用户真正的核心需求,用户的决策传递逻辑是这样的,从核心需求到表层需求再到表层需求物化然后到产品选择,而我们常常挖掘到表层需求就以为任务完成了,这时候做出来的用户教育效果就只能差强人意,因为没有真正抵达用户的心灵,这就需要我们保持敏锐和真诚,小部分时候不够敏锐,大部分时候不够真诚。
举个栗子,陌陌直到上市都是在向用户灌输它是一个实现陌生人社交的工具,也就是为什么一直以来被坊间当做约炮工具,与此同时前期这样的用户理解为产品带来了相当的流量,从而导致官方并没有阻止这样的产品观感发展。
终于在上市以后,产品不得不向用户阐述更深层次更多元化的兴趣导向,外界说这是洗白,事实上不过是把用户需求往下再挖了一层,从用户需要陌生人社交需要约炮到了用户为什么需要陌生人社交为什么需要约炮以及如何社交好。
技巧就很多了。比如要场景化视觉化,用户教育切忌不说人话,要知道最开始用户都是不认识产品不认识功能的,要为用户想象好他们的生活场景,要为他们安排好他们将遇到的困难和解决方案。
场景化的用户教育做得最好的非苹果莫属,ipad给用户的使用场景教化几乎成为了后来所有平板电脑做用户教育的标杆,所以ipad定义了平板电脑这个品类的说法是能站住脚的。
再比如直指利益,利益相关是几乎没有人拒绝了解的,直白的利益描述和获取方法介绍最能打动用户。各种O2O在做用户价格补贴的时候的广告是最奏效的,因为够直白。
对用户而言,服务好很重要,但是服务是没有办法描述的,与此同时竞争者已经给用户养成了高额补贴习惯的情况下,跟用户习惯作斗争的结果恐怕不太理想。
作者:陈杲旻 | 来源:iDoNews 专栏
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