Whether the functions are attractive enough to convert free trial users …
The proposed solution aims to monetize the k-pop dance lovers’ experience in Hongkong by developing an information and community platform business model. So this product mainly focuses on two dimensions : 1. provide platform integrating HK k-pop dance studio information and users’ comments. 2. offer dance community for users to share and communicate, generating “users help users” mode to help solve problems users meet in k-pop dance. This is, to save users from switching between different platforms to acquire and share information regarding dance.
VIP service for enthusiastic dance lovers is the main monetization method. Based on what was mentioned above, further validation of critical assumptions of whether the function is attractive enough to motivate the users to register as VIP and further convert to paid VIP has to be conducted as follows.
The usability test and A/B test are conducted respectively to obtain feedback for the validation, one from the qualitative side and the other from the quantitive side. Firstly, the usability test is to verify if the design of the main functions and vip services are clear enough for users to understand and use. Secondly, the A/B test is to verify the real action, if the information integrating function is attractive enough to convert users to VIP.
Usability test
Three sides are focused: dance studio information side(function), community side(function), VIP(monetization)
Five tasks are tested:
dance studio information side
1. Find a dance studio which fits you, collect it and find it in your collection
2. make evaluation of a dance studio you have been before
community side:
3. have questions and wanna hear others’ advice, publish posts to solve it
4. view the post regarding finding k-pop dance teacher or friends to learn or dance together
VIP:
5. acquire information regarding VIP, register for paid VIP
Four post-test questions were also designed to obtain recommendations for improvement:
1. Please rate the overall process: 5 as very satisfied, 1 as very dissatisfied
2. What difficulties did you encounter in the process?
3. How do you think the page can be improved?
4. Any possibilities you are willing to pay for it?
A/B test
The index of my website gives an overview of all the functions of this website. I want to know if the description and presentation of the functions are attractive enough for users to convert to VIP. So the variable is a “convert button” placed on the index page under the function overview of dance studio information. The button with a description “成为会员查看更多” can direct user to the VIP registration page.
The original version: on the homepage, the button is placed under the function overview of dance studio information. For the variant 1 version, the button is deleted. I want to see if the number of register VIP users would be different under the 2 situation.
For more results, you can view here.
