The registration process of financial products is more complicated. In addition to registration, it also needs to complete a series of operations such as real-name card binding.
Lufax’s guidance for new users includes:
1) Set up a newcomer column - a must-buy for newcomers, good instructions for new users
Three cases: talk about how to guide new users?
2) Demonstration of investment process - guide new users to complete follow-up operations through benefits and improve conversion rate
From the newcomer to the investment rookie, to the investment king, every step of the operation is completed, and there are corresponding benefits. For example: the first time to bind the country email list card and complete the first investment to obtain investment coupons, instruct the newcomer to operate according to the process.
Three cases: talk about how to guide new users?
3) Content guidance - set up content such as Fortune Academy, live broadcast, community, etc., so that new users can understand financial knowledge and cultivate investment interest.
Three cases: talk about how to guide new users?
Through the above three cases, we can see that the platform guides new users mainly through the following aspects.
Three cases: talk about how to guide new users?
The platform improves the retention of new users and establishes a growth path for new users through operational means such as newcomer instructions, content guidance, newcomer red envelopes, and customer service services.
Different types of products have different priorities for new user guidance. For example, for content-based products, new users are recommended to pay attention to high-quality users after they enter; for e-commerce products, the first time they recommend new users are very favorable products.
3. To guide new users, several questions need to be considered?
1. What is the first step for new users to do?
New users use the product for the first time, and what we want new users to do will keep new users.
For example, for content-based products, new users read a few interesting content after coming in, and then stay, so for new users, the platform should recommend some high-quality content based on their interest tags.
In addition, we can analyze what the users who stay have done after visiting the platform for the first time, and then stay, and then learn from the new user guidance.
2. What do you want new users to know?
The trust of new users in the platform is based on the understanding of the platform's products and the recognition of the company's values.
For some more complex products, you should first guide them to understand the product, such as the introduction of product functions and what value it has to users, rather than letting them buy and other operations at the beginning, users don't even know what the product does.
3. Establish a new user growth path
For a product, it is very important to establish a new user growth path and guide new users to move forward along the growth path.
Content-based products, the growth path of new users:
Three cases: talk about how to guide new users?
E-commerce products, the growth path of new users:
Three cases: talk about how to guide new users?
4. Common mistakes made by new users
1) Can't complete tasks in order to get new users to complete tasks
For example, for some products, after the user clicks on it according to the operation, his face is confused, and he does not even know what the product is used for. For this type of product, users should first understand what the product is for and whether it is valuable to the user.
2) There are too many content to guide new users, and users are impatient
For basic products, in fact, most users already know how to operate, and what the platform needs to do is to recommend users the content or services they want as much as possible.
3) Ignore the guidance of other users of the platform
Most users have the psychology of social recognition. If a product is seen by many new users and has a good evaluation, the probability of new users using it will greatly increase.
Try to guide new users to see other users' comments and user experience. After all, the content is more objective and sometimes better than official publicity.
4) Design an unreasonable growth system for new users
For some products, an unreasonable system is set up for new users. For example, new users are asked to apply for membership cards as soon as they register, which undoubtedly increases the threshold for new users to use.
V. Summary
Guiding new users is not only a matter of product unilateralism, but also requires the cooperation of content, activities, users and other operations.
In terms of content: newcomer school, operation process demonstration, product video introduction, company introduction, and other user experience reports.
Activities: newcomer welfare, growth stage welfare.
User operation: user conversion, customer service.
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