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轉換率優化已死?燒完了2000萬然後呢?

『同樣的花費,雙倍的收益』,聽起來是不是挺吸引人的?

在這流量越來越貴的時代,轉換率優化可以用更少的錢帶來更多的收益

而『收益』一直來說都是品牌願意砸錢做行銷的主要原因。

 

但真正開始做轉換率優化前,尤其是新產品上市,

是否有想清楚目前所面對的情況,是轉換率還是更基本的問題?

『你的產品真的有人想買嗎?』

這也是很多品牌,最不願意想(或是不敢想)的痛;

因為產品開發往往投入很多時間與大把金錢,好不容易才研發出心目中的理想產品,

怎麼可能會沒人要。(是嗎?)

也因為如此,所以更容易掉入『Ikea效應』而不自知。

Ikea效應

不知道你是否有去Ikea買過傢俱?

當你買了Ikea傢俱回到家,拆開後看著散落一地的組件;

接著花了數小時一個步驟一個步驟組裝起來,

當你看著眼前的成品,是否讓你覺得又自豪又漂亮?

這就是所謂的Ikea效應。

 

當一個人親自投入資源與精力完成某件作品時,對這件作品的評價會比實際上客觀的評價來的要高。

新產品上市也是如此,例如傳統的產品從開發到上市程序如下:

傳統的瀑布式開發流程

這就是傳統的瀑布式開發流程

在還沒有確定市場需求前,就投入了資源開發產品/包裝/網站/電商/金流;
等到一切就緒後,才來想要怎麼賣給消費者。

但是這樣子的開發方式會有很大的盲點,就是並沒有(或是靠臆測)先考慮市場的需求;

而花費了大把時間跟金錢,結果開發出了一個市場上根本沒有利基的產品。

這樣怎麼做轉換率優化效果都是很有限的!

 

講到這邊就來分享一個血淋淋的故事。

之前接觸過一間做智慧延長線插座的客戶,

他們臨時緊急找我們去,說產品開發完快要上市了,

希望幫他們做後續的行銷規劃。

回到公司後,我們便著手做產品與市場的分析。

發現他們主打的特色是除了基本的遠端開關電源功能外,另外就是保證不會因雷擊或電線走火造成火災;還特別把產品送去美國做測試,並取得了認證,每組產品訂價1200元。

經過調查後,發現有某間大陸公司的產品,已經出到第二代。

除了基本功能外,還有各種不同的USB擴充插件;不只可以遠端遙控電源開關,

透過插件擴充後,還可以遙控電燈跟門窗開關。

而每組售價只要600元。

這讓我們著實嚇了一跳;價差一半的競品,功能卻是他們的數倍。

 

我們帶著分析完的資料去找他們說明。

只看到總經理鐵青的臉色,以及產品部門主管驚慌的神情。

過了一個月以後,當我們再次拜訪時,

發現整個產品開發團隊已經解散了!

據說產品從開發到打樣一年半下來已經燒了2,000萬,

最終產品夭折在上市前的階段。

 

我想他們最終認清了一個事實——

其實消費者並不願意掏錢,來買他們開發出來自豪的防火功能。

如果大家真的都這麼怕失火的話,延長線壽命一般來說是2~3年,

那你們家的延長線已經用幾年了呢?

 

這就是一個把自已的技術當作市場需求最真實的失敗案例。

 

產品從開發到上市前,真正需要的是找到”Product/Market Fit”。

意思是成功找到自己的目標族群,並提供他們相對應解決問題的產品。

這需要經過幾個步驟:

  1. 找出顧客核心問題

    透過量化與質化的市場調查,深入了解我們要服務的目標客群,他們所面臨到什麼樣的問題?
    這個時候要避免倉促的下定論,而是以中立觀察的角度,了解你的消費者背景以及痛點。
    這邊可以推薦一部影片,裡面說的Validation board就是一個很好了解消費者的工具:

雖然說這個工具一開始推出是給新創品牌使用,但我認為只要是新產品開發時應該都可以用的上。

  1. 找出解決的方式換取轉換

    利用從消費者那搜集到的主要問題,轉變成可以解決問題的方法;
這裡指的不一定是完成的產品,有可能是教導你的消費者如何解決問題的手冊、步驟或知識教學、或是Ebook白皮書來換取E-mail或是會員數成長等等。

  2. 測試最小可行性產品並調整

    千萬不要在產品開發完之後才拿給你的消費者看。
    消費者買的是能夠幫他們解決問題的方法,而不是最終完成的精美產品。
    只要有最基本能呈現出產品解決方式的原型產品,就應該要找目標消費者來試用,並且聽取他們的意見。
    也因為你投入的資源並不多,所以在這個階段可以很快速地調整你的產品開發方向;切記!重點不是你會做什麼,而是消費者需要什麼!

 

最終,我們的目標就是成功達到一個 Product/Market Fit的產品;
對於到怎麼樣的程度算達成,不同的專家有不同的定義。

不過Qualaroo(知名市場與消費者研究公司)創辦人 Sean Ellis,在經過分析比較接近100間的新創企業後,得出了一個結論:

『就我的經驗來看,只要有40%的目標族群對如果市場上沒有你的產品將“非常失望”的話,那麼你的產品達到了Product market Fit』

 

雖然可能這個數據有點武斷,但也是很值得讓我們參考的一個指標。

 

最後,不是說轉換率優化不重要,該注重的基本優化還是要做,要避免各種會影響轉換的關鍵因素;但是在這之前,不妨也先冷靜下來思考,你的消費者對產品是否也跟你一樣感到熱情以及渴望。

 

#跨際數位     #轉換率優化專家

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