During college, I became interested in business. Around 2004 and 2005, I noticed a trial website. The name should be Trial.com. The domain name is www.try.com. It was said that Trial Network had received tens of millions of dollars in investment from Microsoft (if I remember correctly).
Since then, I began to pay attention to this mode of trial, and continued observation and thinking gave me a deeper understanding of trial, which I will share with you below.
Regarding the trial mode, there are two main types of domestic utilization methods:
One is to use the trial as a module in the entire platform business, such as the trial center of Taobao, Jingdong and other platforms, to improve user stickiness and promote sales conversion, but the actual utilization effect is often unsatisfactory;
The other type is to use trial as the main business model. Most of these are small and medium-sized platforms that focus on trial. The original intention is to use trial to accumulate users, either to earn advertising fees from the brand side, or to drive sales and earn the difference in sales. , but in actual progress, such platforms are either slowly dying, or they have become “scraping” platforms.
Baidu "trial" can see many such platforms:
1. The above two types of use of the trial mode are unsuccessful. What is the reason?
We know that any model that can be applied in business must have commercial value for the participants. The characteristics of the trial model are that it acts as a platform at both ends of the series:
One end is the brand party, that is, the provider of the trial product; the other end is the trial user, that is, the user of the trial product. Whether it can generate commercial value for both the brand party and the trial product determines whether the trial model can be successful.
1. Brand value
Acquiring potential customers: Either the trial users are used up, if they feel good, they may continue to buy, or the trial users are used up, if they think it is good, you can tell others, and others will buy, in short, it must be helpful for sales;
Get brand exposure: Users who did not get the trial product also saw the brand information or saw the trial report of others;
Get real user feedback to improve the product: real users experience the product and give feedback, which can help the brand to improve the product.
2. TRIALER VALUE
Get valuable goods for free and save on purchase costs;
Sometimes there is an early access to new products.
Of course, with the above value, input and output should be considered at the same time, and reasonable input and output can be regarded as having real commercial value.
The fundamental reason why the current use of the trial model is unsuccessful is that the matching degree between the brand and the real trial users is too low, resulting in a mismatch between the value and the investment for the brand and trial users. , which refers to the match between the brand and the precise target users.
For the brand side, what is needed is the real and accurate target users as trial users. If the trial users are not accurate target users, they will not buy again after the experience, and brand communication has no value. The so-called user feedback is even more important. Not true.
2. Trial is valuable only if the brand matches the precise target users
The target users do not match, and it is useless to try more.
1. Reasons for low matching
The current trial, whether it is a trial module in a large platform or an independent trial platform, is a completely open model, targeting all users. In this context:
On the one hand, applying for a trial is a very low threshold for trial users, and in the open scenario, "bad money drives out good money", the "combat effectiveness" of ordinary trial users is not as good as that of professional wool party, and a large number of ordinary trial users After one or two failed trials, there is no desire to participate, and the professional wool party will tirelessly increase the number of applications and learn country email list application skills;
On the other hand, the vast majority of trials are based on lottery logic. The platform uses lottery to determine the ownership of trial items on the premise that it cannot or does not judge the identity of users, which does not conform to the principle of "accurate matching".
2. How can I make good use of the trial?
Or start with "exact match":
1) First you need to know "who is the user"
For the trial for everyone in the fully open mode, it is necessary to tag each user with the support of big data, and determine the user portrait through the tag.