A couple of days back, one of my fisherman friend at the village allowed me to use his laptop (almost brand new, but with German keyboard), pitying on me that how would I be spending my time now, since rains are on and "season" is over.
For more than 100 days, I survived solely on a smartphone, including writing and tinkering.
Today, I decided to check out the new songs which are in vogue, otherwise I used to listen to my stock playlist only on the device.
Saavn: I first went to Saavn, not because of any fondness but I just wanted to check, how the site has evolved.
I clicked on an album and the first song started playing and once it was over, there was loud silence. I remembered that I clicked on an album and not a song. After a while, I decided to check whats wrong and there it was thrusted in my face a sign-up page or prompt and apparently that prompt comes up every time the first song is over (obviously, when you are not logged in).
Now this was annoying in two aspects, I was forced to go to the tab and remove that prompt. Second, even after clearing the prompt, the next song would not start playing. I had to refresh the page to get the song playing.
Imagine doing this for an album consisting of 7 songs, I quit after two songs.
Gaana: I went, I saw and I conquered! I clicked on the album and it prompted only once to sign-up and I did not and then the songs played just like they should. The entire album played like it should, without any intrusion.
While greed is good according to some, but what comes down to in Product Management is whether to be penny wise and pound foolish?
For Saavn, while every acquisition is importan,t pestering on every song to sign-up is like being pound foolish; they are trying to maximise the chances of that acquisition to convert. But by being coercive? By pestering? I believe in most of the cases, it would be opposite. I left.
I am more likely to sign up if I am not forced to do so at gun-point, in Saavn's case, it was "Song-Point".
Allow me to explore the product at my leisure, if you are worth it, I would come back, if not then I would immediately close the tab.
Allow the user the space, the way Saavn was doing like proposing a girl and adamantly wanting her answer the very moment. We all know, what happens in such cases...
While conversion is very important but there are ways to do it and in today's world, the one thing which could really boost the conversion is empathy with the user, because world as a whole is lacking it. You give the user, what is lacking everywhere else. This is how as a product you succeed, because that is why people would come back to you, time and again.
I might be in a lousy mood, I came to Saavn to uplift my mood and I am thrusted with a sign-up page?
They need to understand what business they are in?
they must be thinking that they are in "songs streaming" business? but is it true?
why people listen to music? they want to feel better and happy.
Saavn and Gaana are actually in the "happiness business".
Dont be penny wise and pound foolish!