Why would a loyal user of a website leave?

Intermediary transaction http://www.aliyun.com/zixun/aggregation/6858.html ">seo diagnose Taobao guest cloud host technology Hall

I want to understand the question: Why do you often log in and get used to a platform where users will leave?

For example, we used to shopping in Taobao before, but since the launch of the cat, a large number of users accustomed to the cat? This is easy to explain, the quality of the cat is better, more secure. So why do we abandon the once happy net, enthusiastic about everyone? Why did we abandon Tom and see Tencent? Why did we lose MSN and only QQ? What caused us to leave the former?

Answer this question more difficult, because human behavior is full of randomness, such as morning work, QQ jumped out of the news bomb window, we went to the Tencent network, not to have been like NetEase. However, this problem is not without solution, because human behavior is arbitrary, more regularity. A TV play is playing, a time period, an audience to the toilet. It's not interesting to discuss this. But there is a time when a lot of viewers go to the toilet or drink water, and there is a need to find a reason.

So I tried to answer that question. In order to draw the conclusion that it is not rhetoric, we need to limit the question of the law. Why do loyal users leave a website for a long time?

Cause one: the emergence of substitutes.

2003, the portal is the four-male pattern, respectively, Sohu, NetEase, Sina and then the rise of Tom. 2003, Tencent began to launch the portal site. Before the emergence of Tencent Network, other portals in the information, topics, design and other aspects of the opposite sex is actually small, do not have their own characteristics, but it is very good to have a group of viscous users. After Tencent appeared, many users became users of Tencent network. And, Sohu, NetEase and Sina also began to differentiate, NetEase's "attitude", Sohu's video layout and Sina with the help of blog and Weibo resources. Tencent net clean, fresh layout quickly attracted a group of other portal user resources. From which we can see that the emergence of alternatives, often form a user depression, so that a group of loyal users to leave the original site. Especially the network product industry of oligopoly pattern.

Reason two: Experience gets worse.

In general, a large number of loyal users of the site, will not go downhill, because the immediate appearance of such a situation, loyal users will soon give feedback, and then the site to adjust, the experience can not walk "backwards." But there is a situation where operators have to be forced to do so. That's profit. This is more evident in military-type websites. Many military websites in the process of starting, formed a group of loyal users. But as the number of Web site users increases, the site will also try to make a profit. In order to make a profit, it is possible to increase the advertising and release some of the content that attracts clicks. For example, the military website often pornographic ads and beautiful pictures. Experience changes, resulting in a lot of and the Web site to walk over the user, decisively choose to leave.

Reason three: The weakening of incentive mechanism.

Website to be able to attract users, and eventually form a loyal user group, there must be some kind of incentive mechanism. Incentives are not just cash or virtual money, but also a series of emotional experiences, such as honor, pride, contentment, etc. For A5, many people submit articles for free, that is, the incentive is to get their own site rankings, but when this incentive weakened, the loyal user group also chose to leave. Another example of this aspect of translation network, initially with a large number of free labor translation groups, but with the site in the audit of the strict and the changes in the model, the translator's motivation is getting smaller, many translators chose to leave.

Reason four: changes in group preferences.

Web site can not change, immediate revision but its operating mode can be unchanged, but the user will change, with the age of growth, environmental changes, social experience changes, preferences will change. Once liked the website, now may feel very naïve. Once passionate about the subject, now may feel and two force. Examples include community websites such as MOP. When a large number of 80, 90 grow up, looking back, found in the topic of the site itself has been difficult to participate in. Finally only to leave.

Reason five: the appearance of a large number of small white.

When a website, suddenly appeared a large number of small white, if the part of the presence of small white with marketing purposes, then the site's loyal users will choose to leave. This is like a PhD student who is unwilling to engage in deep communication with high school students. This kind of website mostly is the Knowledge class website, for instance academic Exchange, depth topic exchange and so on.

The above five reasons, I think now, of course, there may be many other reasons. But because of these reasons or obvious, such as the site's revision, or the user does not leave the show, so no longer one by one repeat.

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