Draw card games are always addictive, and there are many hidden mysteries in product design.
Recently, he has successfully obtained the glory crystal through 361 draws in the King’s Glory Points Mall.
After a short period of joy, I suddenly calmed down and reflected on my entire process with the thinking of the product manager. You need to know that 361 withdrawals are converted into RMB, but it is nearly 2000 yuan, and what does this 2000 yuan bring me?
It’s just a skin. If I sell 2,000 yuan directly to a skin, I believe I will not make a purchase. It should be noted that looking at all the skins sold directly, the most expensive one is only 288 yuan.
Today let’s analyze the whole process and see what methods the King Glory has adopted, so that I unknowingly bought a skin of nearly 2000 yuan.
Do n’t buy the best, buy only the most expensive, use the Veblen effect
First, let’s think about it, why would I pay 2,000 yuan to buy a skin? It is important to know that there are many choices for skins. In terms of quality, the skin of 2000 yuan is not better than the skin of 288 yuan. This is because the user has the psychology of Veblen effect.
The Veblen effect: Sometimes the higher the price of a commodity, the more popular it is with consumers.
This is very interesting. It should be said that we should rationally and objectively analyze the value of goods and buy goods at a suitable price. Why is the higher the price, the more we want to buy it? This is actually caused by the bragging psychology that we are rooted in our instincts.
As a species, our goal is survival and reproduction, and the latter is the key. The desire to reproduce requires the attention of the opposite sex, and it is necessary to show off and show their charm. This flaunting instinct has been preserved to this day, and there have been many sublimations in today’s society, and the forms of expression have been various.
After buying a skin worth 2,000 yuan, what are my next moves?
- Screenshots are sent to some friends who play together to show off;
- Play multiple games in a row with this skin.
Therefore, the glory of the king is a clever use of this Veblen effect, which made me psychologically satisfied with the show. It must be known that the goods purchased in the real life for 2,000 yuan have become difficult to show off. This is why I am willing to spend this money to buy even if this skin can not bring me direct material satisfaction.
“Independent evaluation” makes users lose the benchmark
Next, we can see that the ordinary skin and the skin exchanged by the glory crystal are not sold in the same mall with the same currency. Ordinary skins can be purchased directly in the skin mall using point coupons, and skins that Honor Crystal redeems need to be redeemed using Honor Points in the Crystal Store.
Why isn’t this skin sold directly with skin coupons in the skin mall?
The reason for this is that if they are sold in the same way, the user will use the price of the remaining skin as a benchmark, and jointly evaluate the value of the two products.
Let’s take an example. When you search for a product on Taobao, you have no concept of the value of the product. How do you evaluate whether the price of this product is unreasonable?
That’s right, it’s parity. You will compare products of different brands and different materials as anchor points to help you build a value evaluation system.
This is the psychology of our combined evaluation. If there is a clear comparison of other things, the user will jointly evaluate the pros and cons of multiple things.
Now let ’s assume that the skin of the glory crystal is directly priced at 20,000 points and sold in the mall. Who is its comparison group? The other skins are similar in value, but the price is only up to 2880 points.
Users will trigger the psychology of combined evaluation. Why should I pay 7 times the price for a similar product?
In the case that the quality of this product does not have advantages, and the price of the product is obviously at a disadvantage, King Glory has adopted an independent evaluation method for these skins, transferring these skins to the Glory Crystal Store, so that users lose their anchor points and no longer trigger Merge assessment psychology.
Rebuilding price anchors and making users “cheated” cheaply
We just said that the glory crystal first made the user lose the original benchmark, but we know that once the target is lost, the user loses the “ruler” of price measurement, and may be afraid to buy it when buying, Worried about losing.
How to do?
Establish a new benchmark as a price anchor, making users feel “cheap”.
Many products always lower the price when they are priced to achieve “cheap”, which is actually problematic.
Because the user does not really need to be “cheap”, what he needs is that he feels “cheap”.
Taking advantage of the psychological preference of users, King Glory uses two methods here:
Use the price of single draw and five consecutive draws to allow users to use single draw as a price anchor during five consecutive draws, and feel that five consecutive draws are cheaper;
Occasionally, activities are used to discount the sales price, and the original price is retained in the way of the display, allowing users to use the original price as a price anchor.
This guidance of “getting more and paying less” makes users feel that they have taken advantage, and then “piked” into buying behavior.
Lottery, let users indulge in small probability events
We continue to look down. Now that we have entered the Honor Crystal Skin Store, we find a very interesting phenomenon: the skin here is not directly sold, but obtained through a lottery.
Why use this method?
This is because the skin price of 2,000 yuan is still too expensive for most users. Even if there is no direct price target, it will still be prohibitive for most users.
How to do?
Let users enter the fluke mentality, bets, and indulge in small probability events.
The 6 yuan draw is not expensive anyway, but what if I win? That’s the skin worth 2,000 yuan! This
This lottery method makes users lose their judgment on the overall input cost, and the single loss is very small. In the end, this behavior will be repeated.
Skinner’s box is a good verification of this user’s psychology.
Put a very hungry white mouse into the Skinner’s box and press the button multiple times to drop food. Result: The mouse learned to keep pressing the button.
When no longer dropping food, the learning behavior of the mice disappeared very slowly. With the probability getting lower and lower, the learning behavior of the mouse pressing the button has not changed; until the food is dropped by pressing the button 40-60 times, the mouse will continue to press the button for a long time.
These mice have also developed a lot of strange behaviors, such as hitting boxes, making fun, such as dancing in circles.
This is because the mouse was doing these behaviors just before dropping the food, which caused “superstition”.
The rumors spread in many games, such as “It is easy to get a big prize at noon”, or “Single draw then consecutive draws” and so on, the principle is the same.
Use sunk costs to get users deeper and deeper
We returned to the Skinner box test. Although it lasted for a long time, the button-clicking behavior of the mouse finally disappeared after pressing the button. Why?
The answer is simple: Because all the previous efforts were not rewarded accordingly.
This is also the same for users. In the process of lottery, there is a threshold when the user is faced with the next choice of “should draw” or “don’t draw”. This threshold is the psychological threshold, which measures when the number of times the user draws a certain amount of money, if the target prize is still not obtained, the user will not continue to draw.
We have to know that every time a user draws a lot of money, it means profit, and raising the user’s psychological threshold is equivalent to increasing the company’s income. If a fixed-probability approach is used, no doubt some high-value but unlucky users will be lost at some stage.
How to deal with it?
Use the user’s loss to avoid the psychology, and emphasize the sunk cost of the user.
The glory crystal extraction introduces a mechanism. After 360 extractions, the glory crystal will be drawn next time. And every time the lottery is drawn, this data is displayed in the most prominent place.
This seems to keep reminding users that “you have paid 200 lottery costs, and you can draw the skin you want in 160 more times. If you stop now, the previous 200 times will be in vain.” The user thinks that it makes sense, and then grit his teeth and maybe hit the next time. This deliberate creation and increase of the sunk cost of the user, causing the user to have the mentality of loss avoidance, ultimately makes the user deeper and deeper.
Of course, in the design of drawing a certain number of times a week to get this week’s reward, you can also see the shadow of sunk costs, so I won’t go into details here.
In fact, there are many methods in the glory store of the King’s Glory, such as:
- Free points raffle tickets issued as “drainage products”;
- Retain the number of draws permanently, and solve the “intertemporal consumption” of users’ short-term cash flow;
- The “fancy discount method” without giving away, to avoid compromising the value of the product;
The above means and so on, because the space is limited, I won’t go into details here, we will first talk about the lottery design of the glory of the king. Interested friends can go to see more details by themselves, and welcome comments and discuss with me.
As a digression, we can see from the above content that many product designs have more or less marketing shadows.
Some small partners can’t help asking: Are you a product manager or a market operation?
In the past, products, marketing, and channels did have a chronological order. Production first and then sales were the basic path for each company. But with the advent of the mobile Internet, the distance between products and users has been greatly shortened, and products, marketing, and channels are no longer three separate things.
As a product manager, we must have the concept of “integration of production and sales”. We should no longer refuse marketing and accept that marketing is directly embedded in product design.
Source: Everyone is a product manager
Original address: https://www.toutiao.com/a6762682257485332999/