In business design, understanding human nature is key to increasing purchase conversions. This article delves into how to design products and services that better meet user needs by capturing the six major natures—small money to do big things, difficulty building trust, time pressure, greed, fear of loss, and fear of being cheated.
With the development of the rental business, a new rental business model has emerged – tens of billions of subsidies, everyone should be familiar with this name, major e-commerce platforms are doing similar subsidy activities, but the real estate platform and the e-commerce platform are different, the housing is unique, renting out one set is one less, and it is impossible to produce the same housing indefinitely, this new model poses a challenge to the design, how can we improve the conversion rate?
1. Six kinds of human nature
No matter what model ultimately serves users, the design of new models needs to have insight into user needs and deep human nature, and achieve the satisfaction of user needs through corresponding design strategies on the basis of understanding human nature and needs. Form high user conversion and promote business development. Let’s start by looking at the six human natures of users.
Human nature 1: “Small money can do big things.”
Through the survey, it is learned that most users will have financial considerations when renting a house, hoping to rent the best house at the lowest price and obtain the maximum rights and interests with the least effort, which I believe we can all understand, which is understandable.
Human nature 2: It is difficult to build trust
Usually trust is based on the use of a complete process, and the process meets the user’s expectations, so how to let users reduce their vigilance when they first use the product and choose to trust the platform?
Human nature three: the oppression of time
When people cannot control time, the oppression of time loss will make users worry about gains and losses, for fear of losing the value they may obtain, and wandering and thinking in the struggle of gains and losses.
Human nature four: greed
People are greedy, especially in the face of the temptation of profit, I believe that most of them are irresistible, greed is not wrong, this is an aspect of human nature, this characteristic is engraved in the genes with the evolution of human beings, because greed in the process of evolution gets more food, and life is continued.
Human nature five: Fear of loss
Humans are afraid of losing what they already have, which has evolved with human evolution. A study proves that the pain of losing 10 yuan is higher than the joy of gaining 10 yuan, and it usually takes more money to offset the pain of losing 10 yuan.
Human nature six: Worry about being deceived
Everyone is worried about being scammed, especially when it comes to their own money. Usually users will confirm many times when paying, behind which they are worried that they will be deceived and cause losses, and this “fear of being deceived” and “difficulty in building trust” are interconnected.
Human nature does not exist in isolation, the above six human natures are interconnected and interdependent, usually an event may trigger multiple human natures, and multiple human natures work together to affect human decision-making.
2. Design strategy
In view of these human natures, let’s see how the project of tens of billions of subsidies is improved through design.
For “small money to do big things”
Highlight offers, benefits, and the full value that users can get.
B-end product manager’s ability model and learning improvement
The first challenge faced by B-end product managers is how to correctly analyze and diagnose business problems. This is also the most difficult part, product design knowledge is basically not helpful for this part of the work, if you want to do a good job in business analysis and diagnosis, you must have a solid …
View details >
1. Display the price after the coupon in the entrance of the tens of billions of subsidy activities and the housing details card, and highlight the rights and interests information on the basis of the red button to attract users’ attention, so that users can quickly understand the price details, know the greater value and rights they can get, and the user’s “small money to do big things” humanity will be automatically activated, “careful thinking is earned by yourself”. In short, letting users take the initiative to pay happily must make users think that they have earned more value.
2. Present the annual preferential information under the post-coupon price, so that users can directly understand the annual preferential situation on the basis of understanding the post-coupon price, because most users rent for one year, and amplify the value available to users through the annual value information presentation, so that the user’s sense of gain is fuller, and they feel that they have earned more.
3. Further convey the connotation of housing price discounts and discounts by integrating downward arrows.
4. Continue to strengthen the price and rights and interests of coupons on the payment page, and further deepen users’ awareness of “doing big things with small money”.
In response to “difficult to build trust”
The source of conveying preferential information allows users to understand that preferential information is not groundless, but a real concession to users, helping users establish correct cognition.
1. The original price is increased after the coupon on the event entrance card and the housing details card, and the user can understand the details of the discount through the comparison between the coupon and the original price, and at the same time strengthen the “cheapness” that users can get after the discount
2. Follow the principle of design availability, present “lower information than the same type of housing in the same community” at the bottom of the price after the coupon, and let users understand that the detailed preferential information is not a game where the price of the platform rises first and then falls, but a real preferential activity that gives profits to users.
For “time oppression”
From the perspective of visual leadership of users, users first pay attention to the event time, and convey the concept of the end of the event to users through the activity time countdown, and convey the rights and interests that users may obtain will be lost over time, pushing users to make choices as soon as possible.
Against “greed”
1. Strengthen the value difference between giving and obtaining on the purchase button, and set the button as a page button and a floating button, and convey this value difference at a high frequency, so that users can perceive the value they can gain through a huge value contrast, and awaken the user’s “greedy” humanity through a small value ratio of giving and obtaining.
2. In the coupon rights and interests, highlight other rights and interests in addition to price discounts, further amplify the value difference in users’ hearts, and attract users to click to buy
For “fear of loss”
1. Increase the number of guidance on the entrance card button to establish a fleeting feeling for users, and let users pay more attention to each housing that meets their needs through the display of scarcity, which is conducive to quick decision-making by users.
2. Add “grab” action guidance to the button to guide users to click to buy, and at the same time convey the concept that coupons may be snatched away, urging users to buy as soon as possible.
3. Add a strong reminder effect of “limited to 1” on the purchase button to convey the information of the scarcity of housing coupons again.
For “fear of being deceived”
Worried that they have paid money, but have not obtained the corresponding rights, mainly by adding the official platform guarantee at the bottom of the card on the listing detail page, so that users can understand that the platform is tens of billions of subsidized housing guarantees, and at the same time, the instructions for the use of activity coupons have been added to the button on the coupon purchase page, such as “the property does not match the actual situation and can be fully refunded”, so as to dispel users’ worries about being deceived in every important link.
Through the above design for human nature, users are presented with the greatest value, so that users are more satisfied with the value they have obtained, and at the same time, scarce housing will also make users think that they are luckier.
3. Summary
If you do not have a deep enough insight into the user, or do not know the user’s humanity, you can also analyze the competing products to understand the humanity behind the design of the competing products, as a reference for your own project design.
