Really, there are as many disappointments as there are expectations.
HNA deserves it. Following China Eastern Airlines’ free-flying plan, we started to publicize it early, and the prices and benefits were far higher than before. I thought they were ghosts in the marketing world.
This price, this benefit, this period of use, who can't say anything about it? !
And whether it is the official blog or the purchase guide written by the official APP, I feel the meticulous and caring service of their service.
Official blog countdown to build momentum
Purchase guide page
Everything is letting the Buddha move in a good direction until the day when it is officially released...
That day, the weather was unbelievable. At 11:20, I secretly opened the app in the toilet, ready to test the hand speed, and all I got was this page:
The advertisement on the banner page has been mentioned, but the pop-up window of the event is gone. Isn't it still on sale? !
To be reasonable, all marketing and promotion have become like this, and it is for selling goods. Didn't you expect it to be popular?
If you have a big business, why don't you want to test it a few times and buy some servers? !
What's even more confusing is the announcement of the APP "On the first batch of sold-out instructions for "HNA Freedom Free Trade Port" limited release products", the release time is 10:58.
Crash before the sale starts, and sell out before they go in. The announcement is released in advance? It really puts the user experience underfoot.
The next day I learned well and didn’t rely on my own server anymore. I hugged Ali’s thighs tightly and engaged in live streaming sales. The result...
Two games a day, a total of 4,000 sets, frantic campaign, hunger marketing? ? Throughout the event, the user was really lonely.
For this reason, I invited four product managers to analyze this problem, and some even gave optimization suggestions. HNA will not cry, so next time. (Ps If you adopt, remember to make money)
1 Old girl from the Northeast
I think there are four solutions.
First, lower user expectations.
In the stage of building momentum, users should be informed of the specific number of products, rather than in order to obtain more traffic, saying "the number is limited, first come first come", so that users can be prepared in advance and lower the expected value.
Second, provide an appointment function.
The appointment service is launched, so that only users who make an appointment can snap up products. Although the number of steps increases, users may be lost, but this can more effectively screen out target users and reduce server pressure.
Third, optimize the system structure.
In the high-traffic and high-concurrency scenarios, the availability of the system should be increased by various means such as caching, queues, and server expansion to ensure normal use of users.
Fourth: add multiple event entrances
The banner page and pop-up window of the new product are not enough, because once the homepage crashes, the active page cannot be entered, and it can be exposed on multiple pages.
2 From the boss's favorite man
It has already happened, let me analyze it from the perspective of after-sales service.
First of all, according to the current situation, you can protect the rights and interests of purchased users, analyze flight data, pretend to expand lines, adjust restricted conditions, and improve the reputation of existing users.
Secondly, issue a statement, conduct unified mediation on dissatisfied users, actively deal with public opinion, and demonstrate a responsible company attitude.
Finally, relying on the first two waves of public opinion, the user experience of the first wave of beneficiaries is word-of-mouth, and you can consider the second wave of sales, consider increasing the sales, and increase the beneficiaries, so that users will forget the previous user experience and start the next wave Rush to buy.
3 From Click Click & MMO
Most people think from the user's point of view, but the ass determines the head. Now let's analyze it in depth from the company's point of view.
This activity was undoubtedly a failure in terms of user experience, but it was successful in terms of company data.
Buying products without knowing the quantity gave a large number of users a fluke that they would purchase successfully, and the number of registrations increased sharply.
In the current situation of the difficult cost of acquiring users, only one activity can acquire a large number of users with a very small cost.
And the survival of the company is the last word. Every new product and service is a solution for the company to seek and expand in new markets. There is no right or wrong choice for the company, only profit and survival.
The attempt at this step is of positive significance for future marketing exploration.
The above is a little analysis of ours. What do you think about the project of HNA "Fly with Your Heart"? Please leave a message to tell us~
Finally, I would like to make a small suggestion. I hope that HNA will use ink knives to make a product prototype when doing activities, so that the overall logic is clearer and the occurrence of bugs is reduced.
@海航, Ink Knife, you deserve it~ I will announce another good news. All HNA employees apply for a trial of the Ink Knife Enterprise Edition and contact customer service to change the trial days from 15 days to 30 days.
HNA HNA, you can fly with ease, and the ink knife will be with you forever~
By the way, if you don’t know how to design, you can also take a look at the ink knife material square, use a large amount of materials freely, escort your product design, and powerful collaboration functions to escort your activities!
