Foursquare 8.0: traffic conversion courses from smart people to Internet companies

Although swarm was well-developed in May this year, it was suspected that it was a failed internet company in Foursquare's cross-border service and user loyalty test. But very quickly this group of smart people let us find things are not that simple: they gave Internet companies a lesson called Foursquare 8.0.

Foursquare is the first form that allows mobile Internet users to recognize their "sign-in" needs. People are happy to keep simple location-based records for their own lives, and are more willing to present these seemingly wonderful lives to friends. The explosive growth of lifestyle brought about by such novelty is also astonishing. Foursquare had added 2011 new sign-in times in 1 billion and 5 billion, and the number almost doubled in.

Although there were 50 million paying users, Foursquare had almost no outstanding profit model before this year. It was not until February June that foursquare began to try to sell its own sign-In database to some (enterprise) users and developers. However, all the platforms had a turning point in July 1. They announced that they had shut down the check-in entry in Foursquare and asked users to migrate the sign-in behavior to a new application named swarm. The new Foursquare 8.0 is removed from the sign-in function.

As Fred Wilson, co-founder of Union Square ventures, said, the original Foursquare application has always had a conflict with the privacy model. Some core sign-In users only want to share the location as private information to friends and family members. However, such information is inevitably applied to sellers and advertisers. If Foursquare is aware of this question, it is not difficult to understand why swarm is positioned as a social application. Foursquare migrates the original most demanding users to the new application, ensuring that the new application can accumulate a large number of objective strong relationship chains, this is critical to the activity and retention of social apps. In just two months after the announcement, swarm's downloads on Google Play reached millions, nearly one of the original Foursquare applications-only less than two weeks after forced migration. Foursquare has been very successful in guiding actual users to the new service based on their needs, ensuring that the primary brand users are retained at the same time. Based on different requirements, users are divided into two types that must overlap. At the same time, the product is designed in different forms based on the characteristics of the two types of users.

The new version of Foursquare provides the "comment + meal book" mode based on scenarios and the surrounding food recommended by users, while swarm becomes a private social service like path around geographical location information, the difference is that swarm's use scenarios and user needs are simpler and clearer.

Splitting and conversion are just beginning, but both Foursquare and swarm are on the right path. This course tells us how to develop new service models based on actual users and guide users to distribute services as needed. It also tells us how to simplify the product, but only to eliminate or even eliminate pain points. Foursquare is trying to tell a story about a very successful product called Foursquare and another product called swarm in their company into a story called Foursquare, another successful product is swarm, which comes from the same company ".

[36kr Original article by sinc]

Foursquare 8.0: traffic conversion courses from smart people to Internet companies