Global Revenue Optimization Specialist

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Therefore, the key to improving paid conversion rates is to increase the value that users perceive, decrease the price that users perceive, and decrease the resistance and concerns of users. . Factors that Affect Paid Conversions User Cognitive Value: Functional Value and Psychological Appeal User Perceived Value includes two aspects: Functional Value: What problems the product can actually solve for users and what specific functions it provides. Psychological Appeal: Can the product satisfy the emotional needs of users, such as whether it can make users feel better. For example,Users purchase learning courses not only to learn certain knowledge content functional value , but also to satisfy the need for self-improvement, hoping to continue to progress and gain a better development space psychological appeal .



User cognitive price: psychological impact on price perception canada email list The price perceived by the user is not always the same as the actual price. Some psychological means can be used to influence the user's price perception: Anchoring effect: By setting a higher initial price and then giving a discount, users feel that the current price is a good deal. For example, iQiyi will tell users that the current price is 5% lower, so that users will feel that the price is cheaper than the actual price. Mantissa pricing strategy: Use a price of 9.9 yuan to make users feel that the price is below a yuan, which is more psychologically acceptable.



These strategies can effectively influence users’ price perception, making users feel that the price they are paying is lower than the actual price. Resistance and Concerns: Reduce Cognitive Load and Increase Trust Resistances and concerns that users may face during the payment process include: Information Overload: If too much information is provided, it can increase the user’s cognitive load and affect decision-making. Trust Problem: If users lack trust in the product or company, their willingness to pay will be reduced. Complex Operation: If the payment process is too complicated, it will also prevent users from completing the payment.