加之用户画像及场景分析，是否有我想要的？(3)

Paid membership: With the penetration of various platforms, the concept of "pay for content" has gradually been accepted by more and more users. The paid video membership module now needs to consider three progressive issues:

How to attract users to become paid members (member conversion rate)? How can users subscribe to long-term membership? How can users be satisfied with VIP privileges and platform content and still renew their subscription after the membership expires? Rely on content and privileges to attract users, make users feel that they must subscribe to members, and they may not see the content they want to watch; they will not be entangled in the question of which member to subscribe to, so they decide to subscribe to this one; make users think that they must subscribe for 3 months It is better for members to book a half-year membership value, and half a year is worse than a one-year value; when you book a long-term membership, you will not be afraid of not having any favorite content later and regret it. After subscribing to a member, users are highly active, interested and satisfied with content and services, develop a habit, and are willing to renew; through positive inducements and reverse incentives, users are worried that the privileges of previously subscribed members will disappear after deactivation , Long-term points and other resources are wasted and have to be renewed (high-risk maintenance users). At present, the video platform has set up paid membership entrances in all links, so that users feel that they can see nothing without subscribing to members. But to ensure that users will not choose another member after shopping around, you can make a special introduction to the content on the member introduction page, highlighting the platform's exclusive resource advantages, and other members do not. Rather than simply paving the way for membership privileges, after all, video content is what users care most about. Long-term members are more valuable than short-term members mainly in price and privileges. What users care about is how to get better services at the lowest possible price, so you can calculate for users "how much money can be saved by subscribing to one-year membership than subscribing to six-month membership, and what services can be obtained daily or monthly". For example, "One-year membership saves 0. 7 yuan per day compared to half-year membership, saves money and one more free movie ticket every 10 days." This kind of publicity is more than "one-year membership saves 30 yuan compared to half a year, privileges More" is more attractive.

The user cannot understand the difference, so he can only tell him clearly. As for the worry that the long-term membership will be regrettable, and the platform will not have high-quality resources in the later stage, you can rely on "good movie trailers" to appease users. In particular, the longer the notice period, the more assured the user. Such as the promotion of "Game of Thrones" will be screened in 3 months, at least to ensure that the members are still worth the money after 3 months. But it also depends on how early the platform can get the copyright from the film. In order to increase user activity, Tencent and iQiyi both use virtual currency to guide users to do tasks, such as logging in every day and watching member videos for 3 hours a day. This move at least ensures that paying members often use the platform. However, as to whether you are satisfied during the use process, you need to introduce more member privileges through third-party cooperation, such as e-commerce consumption coupons, fan club ticket draws, point redemption, etc., to ensure that users will have surprises almost every time they log in. After the membership payment period ends, it is very likely that the membership will no longer be renewed and enter the high-risk maintenance phase. At this time, positive and negative incentives are required. On the one hand, the latest preferential policies and member privileges are pushed, and some movie viewing coupons are also given to satisfy users' appetite; on the other hand, user points are deducted and gradually downgraded, just like if Taobao members do not maintain Consumption will be downgraded, making users realize that the level they have accumulated is about to be lost, and they have to consider renewal. Of course, the premise is that different levels have sufficiently differentiated privileges, which again belongs to the membership system design. Ideally, what the platform needs to do is: Suggestions:

Derivative needs and value-added services: Practical needs include traffic packs, skin dressing, TV cast, etc. These two video platforms are doing it separately. Starting from the user's usage scenario, it is recommended to add functions such as outdoor power saving mode, automatic brightness and sound adjustment. For example, in noisy public places or outdoors with strong ultraviolet rays, users can turn on the public mode, increase the sound, increase the brightness, and enhance the screen contrast with one key. If the user is in a meeting or lunch break, the meeting mode can be turned on, the video is automatically muted, and all related push sounds are automatically turned off. There is also a night mode, which automatically reduces the sound, reduces the brightness, turns on the eye protection mode, and so on.

本文来自电脑杂谈，转载请注明本文网址：
http://www.pc-fly.com/a/shumachanpin/article-359823-3.html