Progressive attraction: Letting potential users know about the product in practice

The so-called "progressive attraction", nor what is not unprecedented after the new things, the author of this concept from a number of practical cases extracted, summed up as a product design and promotion of ideas, it is worth reference. Let's go, ba.

What can you see when a user visits your product promotion page? It's usually a feature, a screen, a word of mouth. These, plus one or more action calls (call to action) operations. This kind of traditional product introduction page will face two challenges in general: first, it must allow potential users to generate enough interest in your product and register or download it, and secondly, it needs to give these potential users a general idea of how the product works and how to use it to a certain extent, Make it easier for them to use the product when they are formally using it.

You might as well try to combine these two things, direct potential users to test products in some way directly on the product introduction page, allowing them to gradually recognize the functional features and usage of the product, thus motivating them to perform the next step autonomously, such as registering or downloading--I (the original author) called The Process " Progressive attraction ".

Product Example

Let's take a look at a real case. BA: I designed an iphone on the card application, called fluent, it is characterized by the actual level of users can help them focus on the memory of the relatively unfamiliar vocabulary. Users do not need to do complex learning goals settings, open the application can start learning words. The specific principle is not here to explain, this is a very simple and easy to use product concept, but it in the market has not been very good to arouse the attention of users. (In a word, we have sent the author of another article, "The product in the mobile application market to the success of the 10 points of advice," he also talked about the promotion of this fluent in some of the problems encountered; a very good article, again recommended. In addition, this combination of their own product case writing experience article is also a promotional technique-the translator C7210.

To this end, I specially produced a small site, used to introduce and promote the fluent. As you can see in the image below, there is no feature introduction or promotion in this page, it simply asks the user what language they want to learn, including French, Italian, Spanish, and Latin.

When a user chooses a language, such as Latin, the interface slides into a card with an animated effect, with a Latin word on it, and a short introductory copy next to the card, directing the user to click on the card to see the explanation of the word.

When the card is clicked, it flips over so that the user can see the words on the back. Similarly, there will be a hint copy that tells the user that before they really remember the word, the system will output several more times to enhance memory.

The user needs to confirm whether the answer is consistent with his or her own memory, click "Correct" or "error"; then a new memory card will appear, and the hint copy will tell the user that if he has incorrect memory of the word on the previous card, the word will reappear in the next round of review.

Just keep going ... After the user successfully remembers three words, you can see a new interface, the title is "Congratulations!" you have already embarked on the Latin learning path, and the following is the registration form.

Here's a detail to note. As you can see, I'm not explicitly encouraging users to download apps immediately, but rather to be prompted to save their previous learning progress by creating accounts. Doing so will allow these potential users to understand that the time and effort that they spent in the trial and the learning process was not meaningless--and that they felt that their contributions were rewarding this is important; this "user-considered" approach can be more effective in improving conversion rates. (Related reading: Form design and conversion rate promotion)

That's how I practice the concept of "progressive attraction"--Creating a simple Web application related to your product, in the homepage through simple straightforward and meet the target user core needs of the copy guide them directly "trial", in the process of "on-demand" product features and the use of the way to carry out a brief introduction; After these potential users have a step-by-step understanding of the product through hands-on practice, they are then directed to transform.

Other practice Cases

In contrast to traditional product introductions, "Progressive attraction" allows visitors to immediately enter the "user" role and directly test the product without having to sign in first or take time to learn enough product information. Let's take a look at two more relevant examples and discuss how to use this approach in your product.

First of all, netvibes, they encourage anonymous visitors to directly try to create a customized news panel, in the process of a little hint of help, so that visitors in the process of actual operation to understand the product. After they have made a certain degree of custom operation, Netvibes will remind visitors to create an account to save the previous settings.

For potential users who already have a certain degree of understanding of the product's functionality and operation, it is easier to make decisions that translate to a formal user.

Let's look at another example. Pandora will directly ask visitors about their favorite music artist or style, and create a radio station based on their input to play the music the visitors like, a process that does not require a visitor to sign in at all. Compared to the creation of a product introduction page, to the visitors to describe the powerful features of the product, and then send them to sign up for login, Pandora is simply a key interaction with the visitors, but the actual conversion effect is not comparable to the traditional way.

Promote your product by "progressive attraction"

Maybe you've begun to wonder if you can use this to promote your product. Before you start, you'd better ask yourself two questions:

What is the core function of the product?

What are the relatively complex features that require time to explain to potential users?

Pandora has a lot of features, but the core and most basic is to play the recommended track for users, so they push this point directly to the visitors through gradual attraction, let them in the shortest possible time to understand the core value of the product; Other aspects of the function, as the visitor into the user and gradually around the core values reflected.

And for fluent, the biggest hurdle is how to get potential users to understand the process of learning a word, and how often the system gives them a connection between the frequency of the word and the degree of memory. By gradually attracting, allowing potential users to enter roles directly and understand the functionality of the product in the learning process, this is much more effective than explaining the product mechanism to them through text and picture content.

Article source: Being for Web