1. Increase the "image benefit"
Many times, users don’t consume your product, maybe not because your product is bad, but because your product doesn’t help users build the image they want.
We can see how the DR diamond ring enhances the image benefits.
"Diamonds are forever, one lasts forever" gives diamonds not only diamonds, but also a symbol of "lasting love".
So, trying to cut your way out of the jewelry country email list world is a hype to symbolize longer-lasting love?
DR's slogan "Men can only customize one, promise to love only one person in his life" makes users feel the long-term and scarce value of diamond rings to a greater extent, and melts the hearts of thousands of girls.
2. Increase "psychological benefits"
How to make users feel that your product is cheap?
Try changing "20 yuan" to "19.99 yuan".
How can users perceive that their teeth are cleaner after brushing?
Add a dash of peppermint to your toothpaste.
How to make users feel that the nutritional value of milk is higher?
Make the milk thicker.
3. Reduce the "decision cost"
Are more product variants the better?
The key is, does the number of your product variants increase the user's decision-making cost?
Imagine you go to dinner and there are hundreds of dishes on the menu, how would you feel?
If you add labels such as "recommended by the manager" and "most popular" after some dishes, these labels will help reduce the difficulty of decision-making for users when you don't know how to choose.
Fourth, reduce the "action cost"
How does the airport reduce user complaints about "long wait times for baggage claim"?
Robbins, a famous American management scientist, found that the waiting time for passengers to collect luggage consists of two parts: one part is the time to walk to the luggage area, and the other part is the time to pick up the bag. Before the airport was reformed, the former required about 1 minutes, the latter takes about 7 minutes.
Robbins' solution: increase the distance to the luggage. The final time for passengers to collect their luggage is still 8 minutes, but it takes 5 minutes to walk to the baggage claim area, and then wait about 3 minutes to collect the luggage.
This solution improves customer satisfaction by reducing the user's waiting time (action cost) for bag pickup.
1) The essence of users buying products is to buy "perceived value".
2) Perceived value is actually a trade-off between perceived benefit and perceived effort.
3) The main body of perceived value is the user itself, not the enterprise.
4) Perceived value varies from person to person, is personalized, and is dynamic, not static.
5) How to get users to buy your product?
increase image benefits
increase psychological benefits
Reduce decision-making costs
Lower cost of action
1. Insights into the developer community
Regarding the statistics of the number of developers, the caliber of each channel is different.
The latest statistics for 2019 from Evans Data Corporation (sic) show that there were 23 million software developers worldwide in 2018, and this number is expected to reach 26.4 million by the end of 2019 and 27.7 million by 2023.
In an interview with CSDN Jiang Tao in 2018, it was mentioned that there are about 10 million full-time developers in China. Referring to the registered user data disclosed by major cloud service providers, the volume of Chinese developers will basically fluctuate around 10 million so far.
In 2019, there were 8.34 million college graduates in China, and more than 1.2 million graduates from IT-related majors, which means that millions of general-purpose developers will enter this group every year.
Developers are already a huge group with specific demographic attributes and needs. They are the creators, contributors, consumers and users of technological products.
Before building a developer ecosystem and operating framework, it is imperative to have a good understanding of target users. At present, there are many insights and research reports on the developer community at home and abroad, including some developer reports with extensive samples and rigorous analysis that can be used as a reference.
According to the latest developer research report released by SlashData and Stark overflow and domestic CSDN, we can extract some interesting data to help us better understand the developer community.
1. Different property developers have different demands
We can divide developers into three categories according to personal/enterprise attributes: Hobbits, Developer Pros, and Start-ups.
Developers with different attributes have different requirements and characteristics for tools and services:
The main appeal of professional developers is reliability, hoping to reduce the total migration cost, and at the same time "upgrade" tools in the process of saving money, pay attention to the scalability and compatibility of the backend, and tend to more conservative solutions;
The main appeal of entrepreneurial developers is that the product can be launched quickly, and it is necessary to verify whether the solution is effective as soon as possible and hope that the initial investment is less, and they are relatively more willing to try new technologies;
Technology enthusiasts, such as individuals or students, generally pay more attention to cost and ease of use. They want to learn or contact new technologies, are interested in free resources, pay attention to flexibility and diversity, and are willing to try new technologies.
2. The developer community can influence business decisions
57% of developers have some influence on purchasing tools and software components.
Remarks: Since the developer's ecological operation is different from the sales/solutions and other departments that directly "catch money", many companies regard the developer's operation as a "cost center" and believe that the developer as a user will not purchase from their company. Decisions make an impact, and this data shows that's not the case, never ignore your direct users.
3. Developers are particularly concerned about documentation and timely technical support
83% of developers believe that high-quality documentation and technical support are important.
Remarks: Product documentation is the first position for developers to contact products. Whether the documentation is well written or not is directly related to whether developers can get started with your tools or products smoothly and at low cost. So, take good care of the documentation engineers on your team.
4. Factors Affecting Developers Purchasing Products