There is an old saying that "people do not distinguish between high and low, all living beings are equal", but in the profit-seeking business world, paying users will be divided into large, medium and small R.
In order to serve this group of people well and let them spend a lot of money in the arena of live broadcast, various platforms have consumer email list tried their best, and one of the biggest tricks is the "noble privilege system". The "noble privilege system" of live broadcast products is generally classified according to titles, and the higher the level of privilege, the more powerful it is. This is the so-called "money ability"!
If bosses want to pay for it, in addition to having a good platform ecology and powerful privileged functions, they still need to pay attention to product design. By studying the consumer psychology of users, we can spy on the psychological consumer email list mechanism of human nature that is difficult to detect in daily life, but has an important impact on our behavior. Here we need to talk about the practical application of consumer psychology.
A mental account
It is our common VIP service charging method to spend a sum of money to purchase services for one month, but the common charging method for noble privileges is to pre-store a certain amount of value, of which the platform deducts a certain service fee, and the rest is returned in platform currency in installments The method is "rebate" to the user.
Common membership fees
Noble Privilege Charging Method in Live Streaming Platform
One is that users spend money to get virtual services, and the other is that users spend money not only to get services, but also to get a large amount of platform currency for future consumption.
These two methods actually charge the platform for service fees, and the second method makes more money , because the platform gets the full amount of legal currency after the recharge, and only needs to return the platform currency to the user. The platform currency has no actual value, and can only be consumed within the platform and cannot be cashed. These two psychological accounts, one is to consume to obtain services, and the other is to recharge platform coins to obtain services by the way. Out of the maximization of interests and trade-offs in various aspects, the general platform will choose the second method.
The loss aversion
The common privilege system will charge a certain service fee when it is first opened, and no service fee will be charged for renewal, that is, the equivalent platform currency will be returned for the renewal fee, and the fee to be paid for renewal is often lower than that of the opening.
When the privilege expires, there will be a protection period of several days. This protection period is actually the last buffer period for the user to renew. During the protection period, the user's privileges will be invalid, but the quota will be reserved, and you can continue to use it as long as the subscription is renewed. If you want to open again after the protection period, you will need to pay a higher fee.
At this time, because the user has used the privilege for at least one month, the mentality and service of being superior to others have formed a habit, and there is no additional cost for the renewal, so in most cases, the renewal will continue to maintain the aristocratic status. In the project where the author is located, more than 50% of the users who have opened the privilege have at least one renewal behavior.
Noble renewal copy of a platform
Privilege system price list operated by the author
3. Sunk costs
After opening or renewal, the returned platform currency is not a one-time return, but is returned in installments.
For the platform, the purpose of this move is mainly to stimulate the retention of paying users and improve the key data indicators of the platform.
For users, the money has been paid out, and the money paid is the "sunk cost". Even if there is any reason to leave the platform in the future, they will still log in to receive the platform currency on time.
A common example: just like you spent 50 yuan to buy a movie ticket, after watching it in the movie theater for a while, you find that the movie is not good, and most people still choose to continue watching at this time.
Of course, logging in on time to receive platform coins can also be understood as a "loss aversion" mentality.
Screenshot of the privilege system that the author has manipulated
Fourth, the price anchor
Under normal circumstances, noble privileges are divided into 4-6 levels. One of the reasons for this design is to distinguish between large, medium and small R to meet the needs of different levels.
Another reason is to set up "price anchors", which are usually designed at the lowest two levels. The purpose is to allow users to compare prices and make them feel that they are making cheap money, but they are actually paying more. , the platform therefore increases the amount of a single consumption.
Take a chestnut: Disney sells the following types of annual cards: