6 steps to create a popular service



    2 years ago in Runet there was only one online test service for ticket traffic police and a couple of stand-alone applications. Now there are several dozen such services and the competition for the audience is truly huge.
    Today we will tell by the example of the most popular of them ( acars.ru/pdd ) and how this was achieved.

    Inside you will also find information on how to convince the user to register on your project.



    1. Design and usability
    Tens of thousands of future drivers want to daily train their skills and prepare for the traffic police exams. But not one of the services thought about user convenience. All competing services are completely devoid of usability.

    Therefore, at first we decided to just make the tests convenient. To do this, we had to forget everything that is typical for web design. To make a good interface for tests, where there is a question and 3-4 answer options - you basically need to draw a terminal interface - overly large fonts, the choice of options is similar to large buttons. 2. Understanding the purpose In addition, the question arose, “What should I put on the ticket selection page?”. After all, 40 digits take up very little space.




    Then we climbed into the statistics of attendance and found an interesting thing - the official 40 tickets in total pass less than a randomly generated ticket, the link to which visually took up 40 times less space, was outside the first screen and which we never attached importance to. It turned out that it’s important for people to simply go through as many tickets as possible.

    From this understanding, 2 ideas were born:
    - Allocate to a random ticket the required 50% of the space on the main page
    - Give people the opportunity to answer questions until they turn blue 3. Interest




    Judging by the statistics, many users passed the tests once or twice. Testing our service in the office, we came to the disappointing conclusion that passing tests is not entertainment, but heavy duty. And many times only those who have to take exams pass them.

    Then we decided to show people funny pictures and texts based on the test results, which depend on the results and time of the tests.

    The average number of test passes for such users increased by 3 times. People just became interested in looking at the funny picture with a different number of answers. Judging by the forums and reviews, people began to specifically try to make 20 mistakes (sic!), And this is more difficult than simply not allowing more than one.

    On launch day, everyone, even those who did not have rights and were not even going to get them, sat and “played the traffic police tests”, just for fun .

    4. Chip .
    Give people the opportunity to respond until they turn blue, but by what principle? Obviously, a person needs to answer all questions to prepare for the exam. But how to make training out of it?
    We searched for training methods related to testing and found nothing sensible. We had to develop our own algorithm. And until you learn all the questions, the Marathon will not end.

    Those who have already received the rights cannot understand how much to answer, but in fact only in the first week they used the Marathon more than 2,000 times . More than 1000 users have specifically registered to use it.
    On the very first day, the share of the Marathon in relation to a random ticket was half as low, but now they are almost equal.

    5. Registration
    We gave the opportunity to go through the marathon to the end and save (not everyone can answer 800+ questions in one sitting?) Only to registered users. But the user does not immediately find out about this.

    It seems that this is a hoax, but in fact it is a mutually beneficial cooperation. You are guaranteed not to scare away the user immediately, but he gets the opportunity to stop at any convenient time.
    If you think about such services and achieve success: registration or payment only after the user has become involved. The number of registrations daily increased 4 times!

    6. The virus
    How to tell at a low cost about your chic project? Give the opportunity to post information about the test results to users themselves. Yes! It is fun to share with others that today you are blonde, and tomorrow Vin Diesel or Michael Schumacher.
    People themselves post and share their results. Everything is simple.

    And of course you should not forget about communities like habrahabr!

    Conclusions:
    As you can see, everything is corny and logical. You just need to carefully analyze what is already there and improve it.
    If we simply improved the design, we would be able to increase attendance a little, but we would not have achieved such growth. It is very important to analyze statistics and you need to work for the audience that you have. There is no point in developing primarily site categories that are not in demand.

    Doing something for people and observing the correctness of the chosen path is SUPER.
    Make a service for people, give them a simple opportunity to share a link to your service and they will do everything themselves. Do not forget to come up with a useful service :)

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