Editor's note: The product is born in channel promotion, need invests capital, and a few this years channel promotion price rises ceaselessly, CPC / CPD / CPT / CPA fixes a price to rise ceaselessly etc, the CPT price that uses a store is more broke up a few times between half an year, a lot of enterprises want to win a client, go up in time, should throw very big cost on capital, perhaps want to spend the two time ability to 3 months to acquire an user. If this user prediction of a person's luck in a given year, it is difficult to never mention it make money, return hard originally repeatedly. However, the user is retreated order, because move not hard to the product,not be certainly, want occasionally tarry user, also must learn to let go. The article compiles the primary problem from Medium to be " To Keep A User, sometimes You Have To Let Them Go " article.
What network company likes least of all is user prediction of a person's luck in a given year. Because get the cost of new user very tall, and the invigorate the circulation of blood that participating in degree of tall user is company production income, so cudgel one's brains for, had better want tarry frequent visitor.
In Internet industry, the user begins to use application inside some paragraph of time, after passing period of time, still continue to use the user of this application, be being identified is keep user. What keep rate mirrors is one kind is changed actually rate, namely the process of active by earlier not stable user translate into user, stable user, faithful user, extend ceaselessly as what this keep leads statistical process, with respect to the metabolic case that can see not contemporaneous user.
Then we spent a lot of time, produce new content, establish new function, bring value to existing user, attract them to stay. But if the user wants really, because the product has what drawback,the enterprise can consider as commonly, cancel subscription in the user so, questionnaire of a feedback window, investigation is played when uninstalling, those who ask is the user has what dissatisfaction, the problem that our hypothesis user encounters also is in option.
The electron listens the cancel account of book Audible page
If all problems are,spread out around the blemish of the product, so what the solution pays close attention to is sure also the problem that is product presence. But, if if the issue is more complex, just do not change change content or can the function solve?
There is an engineer that works together with me before, a hole that has shared him with me sees: "The person is very complex. "The person is very complex..
I shed media website job in, offerred service model is the user is registered every months (with NetFlix very resemble) . Before a few months, we made investigation to cancelling a batch of users of subscription. 3 when asked about a product board piece, usability, content (video) with convenient degree (the service that whether can use us on the equipment of own preference) . The answer is very breathtaking. Although a lot of users cancelled subscription, but they are in these 3 board piece the grading that go up is very tall still, they are spent to the overall satisfaction of the product also do not think fluctuation. We are very then interrogative, why user obviously very satisfactory, cancel subscription even however?
Till a few weeks before, I am reading Kaniman (Daniel Kahneman) book " think of quickly think slow " (Thinking, fast And Slow) when, I just react slowly come over.
Daniel · blocks Ni Man, mandatory Palestine helps nation of unripe Yu Ying especially Wei Fu, psychologist of Israel descendants United States. Because be contributed in what look into theory, obtain 2002 Nobel economics award.
The user is satisfied, why?Ka Niman is a psychologist, still had gotten Nobel economics award. He spent very large space in the book, discussed people to do decision-making the psychological process when. Most let me get instructive job of the desire that he has it to people to the effectiveness of some thing influence, and the discussion that the satisfaction after people obtains it spends.
"The gift of 10 money to asset the effectiveness that is 100 person generation, the effectiveness that arises to 200 person with 20 gift is same. When we are discussing income to change, commonly used percent will describe, ' his wages rose 30% . ' because,this is, before everybody is buying a product, those who measure is a product the relation between potential to theirs effectiveness and product cost, if the product brings their effectiveness to exceed its cost, that user can be bought more likely. That user can be bought more likely..
Say so, if an user sees the service that you provide, the effectiveness that they can consider to serve their to offer and service cost, feel to be worth, choose to buy then, very satisfactory also to oneself experience, that why should they or decision cancel subscription?
This ponders over the point with the most interesting process this just about. 1738, bernoulli (Daniel Bernoulli) when advancing effectiveness idea, those who emphasize is customer is done by right of effectiveness decision-making, but this academic actually is defective. The hypothesis of Bernoulli is, the effectiveness itself of some thing can let a person feel contented or dissatisfaction is sufficient, according to such logic, if there are 100 yuan before us, these 100 yuan of intrinsic value to us are same. But Kaniman lifted an example to refute such hypothesis:
"Jackie and auspicious Er have the capital fund of 5 million today.
Jackie had 1 million yesterday, jill has 9 million.
They two people property is euqally much now, but are two people euqally happy (is the effectiveness of two people asset euqally big? ) "
Apparent, though the asset on face of two people Zhang is same much, but Jiekehui is happier, jierhui more lose. Though, it is 5 million asset likewise, effectiveness to two people word should be same.
"The experience of Jackie and Jill, actually depends on the opposite change of their asset, this consults with what they choose the dot is concerned (Jackie 1 million, jill 9 million) "
This momently, my be filled wisdom.
Because the intrinsic value of the product produces change,these contented users cancel subscription is not; They cancel subscription, because,be current oneself produced change to the acknowledge of product effectiveness, and this acknowledge is to be based on their respective life condition.
This company that I am in can pass a simple questionnaire when the user cancels subscription, investigation user cancels the reason of subscription. Normally, if they choose, is " other " , there can be a casing to let them fill in on the side reason. Then, I saw the reason that user proper motion fills in, discovery has a type to appear constantly:
This summer goes travelling, come back to renew order
Just was fried squid, find the job with respect to renew one's subscription
Need is reviewed for reference
Of this type " other " we did not notice before the reason. But I am now understood. If we hope the user maintains all the time,participate in degree, subscribe to all the time oneself service, resembling is to be in disregard them with thickskinned using your product / besides the service, still have the reality that him day has wanted,
The practice that we get on in client keep now is, the intrinsic value of hypothesis product can satisfy an user, raise product quality to come ceaselessly then tarry them. But so come, we are in namely repeat Bernoulli to be in the 200 mistakes that commit before New Year more. What we realise now is, a lot of moment, the user is satisfactory to the product, but oneself life appeared to change, so although the effectiveness of the product is objective go up to did not change, but in them subjective on look, unlike is so tall before, the cost of effectiveness be not a patch on that the product produces to them now.
Either all cancelling that subscribe to is same qualityOf course, raising product quality to experience to the user is crucial, this are beyond question. The quality of the product is the core in user experience one annulus. But, we are not to rely on to improve product quality solely, can solid call on-the-spot tarry user.
We want to do, it is redefine " keep user " concept.
User faithfulness is spent, those who point to is not the user is met forever follow you. If the user cancels subscription to just travelled because of oneself, subscribe to afresh after 9 months, such user, be true prediction of a person's luck in a given year? Although they cancelled temporarily, do not represent them to won't come back.
Any enterprises should be a target with creating best user to experience, and be the demand of the user provide support. If we are accepted and factualism, remember " the life of the user not merely him be confined to product " , how be met again? If we are in design process, can consider " the product is right the effectiveness of the user, the different environment in can living according to them and have change " , whether can be the user accepted more? We should be made to the structure of the product what kind of revise, can ability support this kind of need of the user?
Make merry in the course that Spotify cancels to subscribe to in the user adjust. If the user cancels the reason of subscription,be " go out journey / go abroad " if, they can have a handsome explanatory page, tell an user them to overseas also can provide a service, the page is as follows:
But, if of user choice is " I think the province chooses fund " if, they are met " strive " persuade an user to stay. My individual feels so make the choice that does not respect an user to adjust individual pay a bit.
The flower chooses time, find out the transient cause that affects product effectiveness. Next, according to these specific reasons, formulate keep strategy.
Can be your product affected by weather? Because everybody wants to play in bright summer, is the product that uses you / service? Let them stay in the home with its, still be inferior to developing a few new functions, encourage the product that oneself also use when the user goes out. Or, it is utilization rate is inferior that you can accept summer " off-season " , capture an opportunity to develop new function, produce new content, for Qiu Dong season erupts greatly prepare. TV network understands this very much, otherwise why does archives of summer vacation time always sow some of old drama?
When if you had been retreated in the user,be being ordered, use investigation questionnaire will understand a reason, so the attention dot that user itself also should be investigation, and the problem that does not see product itself only. Stay to the user white, give them explanatory chance, is not to use fixed option entirely, forcing they choose. You may have accident discovery.
Do not want all retreating to assume because,the user that order is dissatisfactory. Occasionally, the life can appear a lot of accidents. When if be in,they need to leave, you think method to persuade to stay, perhaps importune them to be returned to ahead of schedule, you may enrage they, come so, the user that original plan turns round was gone forever possibly also.
Contrary, you should respect an user, respect them to have the fact that respective life should do severally. You are informed, oneself product is the one part in their life only, if be faithful user, even if retreat ordered, also meet a day when have regression.
