I have seen many people’s analysis of the user path on the Internet, but for the user path of the super product strategy, the analysis is based on the level of analyzing user behavior.
If the user path analysis of most companies is not useful, the main reason is that they simply analyze the superficial things without even some summary, which leads to their user path analysis for the purpose of analysis, and there is nothing practical. Value, and even the user flow monitored by the user path analysis of some companies does not have much value. How can the products made by doing this become super products? Bring high value to users?
Before analyzing the user path, we must first figure out what is the purpose of this? According to the purpose, we will focus on the analysis, analyze the user behavior, and weaken the others. For example, does my product bring a good experience to the user? , Does the user's behavior path conform to the product positioning? , Why are my users lost?
Below I will analyze briefly for everyone based on the user path analysis methodology of super product strategy:
1. User's choice
According to the user's entire behavior path from the beginning to the end of a certain behavior is an indispensable part of user path analysis, if your product can't find users at all, then what is the significance of this product?
Lock the core user group, gain insight into user behavior, understand the distribution of user behavior, and have a certain understanding of the behavior and habits of the core user group, and then carry out corresponding product iterations, thus creating the birth of super products.
Not only that, in this process, in order to better understand the choices of users, companies can analyze where their products are in the industry from multiple perspectives such as market share and number of users, and how to create super products. How users perceive their products can help companies better understand users.
2. Create super products
Every product has its genes, and the products made by different companies are definitely different. The resources of the enterprise and the product team will limit the development of the product. Sometimes the same product type, some products become super products, some products are eliminated by the market.
The most classic case is Michao and WeChat. As a social software, Michao even came to the market earlier than WeChat, but was eventually eliminated. Apart from the lack of bright spots in the product itself, it cannot be separated from the help of corporate resources. Instead, it becomes the key to the company's creation of super products.
Seeing this, many corporate managers may have questions, is there no chance for emerging companies?
In fact, it is not. Usually the purpose of many companies making products is to solve user needs, but on this premise, only by analyzing user paths and understanding users can they solve user needs in a targeted manner.
Three, business model
When it comes to business models, everyone’s first reaction will think of how to make money. In many cases, business models are not only simple profit models, but also include business models, user models, and channel models. Monetization is only part of the profit model. Even well-known companies such as WeChat, Zhihu, and Google cannot get around the business barrier. However, there is always a certain conflict between commercial monetization and user experience. At this time, companies can only gain a foothold in the market by finding a balance between the two as much as possible.
When it comes to profit models, it can be divided into To B and To C. For C-end users, their profit methods include membership payment, peripheral products, value-added services, virtual items, etc., while the most common profit methods for B-end users are advertising costs, open APl, etc... In this process, the product Strategies are considered based on business value.
4. Super product strategy
Many companies will not reveal their strategic intentions. In fact, many products are mostly driven by occupying market share, gaining profit, and preempting first-mover advantages, so that the product positioning is not clear and clear enough. Therefore, when there is a certain user base Next, product positioning can be considered through these major aspects:
1) Product analysis
2) User-centric
3) Analyze the user path
4) Insight into user needs
These include all the behaviors of users, to avoid missing a certain environment, causing deviations in results, and clarifying the structure of the product.
Five, summary
Different types of products adopt different super product strategies. You can analyze user paths, sort out user behaviors, find key needs and pain points, and look at the shortcomings of your products at this stage, and find differences to create value for users. Have some thoughts on the development direction of the product. What are the future profit models? What are the unmet needs of users? Summarize the conclusions obtained by analyzing the user path to avoid excessive subjective factors.
The above is the user path analysis method in the super product strategy. The user groups that need to be analyzed for different types of enterprises are also different.