{"id":378,"date":"2013-05-27T18:26:32","date_gmt":"2013-05-27T23:26:32","guid":{"rendered":"http:\/\/flevy.com\/blog\/?p=378"},"modified":"2021-09-14T11:23:40","modified_gmt":"2021-09-14T16:23:40","slug":"the-complete-guide-to-product-adoption-from-product-lifecycle-to-customer-decision-journey","status":"publish","type":"post","link":"https:\/\/flevy.com\/blog\/the-complete-guide-to-product-adoption-from-product-lifecycle-to-customer-decision-journey\/","title":{"rendered":"The Complete Guide to Product Adoption: from Product Life Cycle to Customer Decision Journey"},"content":{"rendered":"<p><a href=\"https:\/\/flevy.com\/business-toolkit\/product-adoption\">Product Adoption<\/a> is a compelling and important topic. \u00a0It affects every single business.<\/p>\n<p>There are numerous whitepapers, frameworks, and discussions focused on Product Adoption. \u00a0They discuss various elements, from market conditions to product attributes to tactical engagement. \u00a0The purpose of this article isn&#8217;t to present anything new. \u00a0Rather, it&#8217;s an attempt to synthesize various established frameworks from reputable strategists and businesses to present a comprehensive, holistic look at Product Adoption.<\/p>\n<p>Let&#8217;s start at the highest level&#8211;the market.<\/p>\n<h2><strong>1. Select the Right Market Segment<\/strong><\/h2>\n<p>At the macro level, we have market forces at play. \u00a0This concept is captured best by the\u00a0<a href=\"https:\/\/flevy.com\/browse\/business-document\/Product-Lifecycle-227\">Product Life Cycle<\/a>. \u00a0The essence of this framework is that a product will go through 4 stages of development from creation to obsolescence.<\/p>\n<p>The Product Life Cycle is often mapped against the Consumer Adoption Curve (one of the best known marketing frameworks). \u00a0By doing this, we can determine the ideal market segment to go after at each stage of the product&#8217;s lifecycle.<\/p>\n<p><a href=\"https:\/\/flevy.com\/browse\/business-document\/Product-Lifecycle-227\"><img decoding=\"async\" class=\"size-full wp-image-470 aligncenter\" src=\"https:\/\/flevy.com\/blog\/wp-content\/uploads\/2013\/05\/product_lifecycle_consumer_adoption_curve.gif\" alt=\"product_lifecycle_consumer_adoption_curve\" width=\"550\" height=\"413\" \/><\/a><\/p>\n<p>To use this framework, we need to determine two things:<span style=\"line-height: 13px;\"><span style=\"line-height: 19px;\"><br \/>\n<\/span><\/span><\/p>\n<ol>\n<li>What stage in the Product Life Cycle we are in.<\/li>\n<li>What segment on the Consumer Adoption Curve to go after.<\/li>\n<\/ol>\n<p>Each stage of the Product Life Cycle is typified with a unique set of characteristics. \u00a0Likewise, different strategies are best suited for the different stages. \u00a0They are as follows:<\/p>\n<ul>\n<li><span style=\"line-height: 13px;\"><strong>Introduction. \u00a0<\/strong>In the initial stage, pricing is critical. \u00a0We need to address the key question that drives <a href=\"https:\/\/flevy.com\/browse\/business-document\/Pricing-Strategy-226\">Pricing Strategy<\/a>: do we want to penetrate or to skim the market? \u00a0Penetrating the market implies stronger consumer adoption, but at the trade off of higher margins and possibly profits.<\/span><\/li>\n<\/ul>\n<ul>\n<li><strong>Growth.<\/strong>\u00a0In this stage, the focus shifts to <a href=\"https:\/\/flevy.com\/business-toolkit\/customer-satisfaction\">Customer Satisfaction<\/a>, so that we can build <a href=\"https:\/\/flevy.com\/business-toolkit\/customer-loyalty\">Customer Loyalty<\/a> and drive repeat purchases. \u00a0As portrayed in the diagram above, \u00a0we are now at the brink of breaching the Early Majority market.<\/li>\n<\/ul>\n<ul>\n<li><strong>Maturity. \u00a0<\/strong>Depending on the competitive dynamics in the industry, companies will elect to employ 1 of 3 strategies: Maintain, Defend, or Innovate.<\/li>\n<\/ul>\n<ul>\n<li><strong>Decline.<\/strong> In the final stage of the product&#8217;s lifecycle, we need to make the decision to focus on <a href=\"https:\/\/flevy.com\/browse\/stream\/innovation\">Innovation<\/a> or make a calculated exit.<\/li>\n<\/ul>\n<p>By knowing what phase of the lifecycle we are in, we have identified the general <a href=\"https:\/\/flevy.com\/strategic-planning\">Corporate Strategy<\/a>. \u00a0We can now also identify the prevailing customer group, as defined by the Consumer Adoption Curve. \u00a0There are 5 distinct customer groups, each characterized by a set of beliefs, motivations, and behaviors:<\/p>\n<ul>\n<li><span style=\"line-height: 13px;\"><span style=\"line-height: 13px;\"><strong>Innovators.<\/strong> \u00a0Innovators are the first to adopt a new product. \u00a0<\/span><\/span>They are willing to take risks, youngest in age, have the highest social class, have great financial lucidity, are very social and have closest contact to influential sources and interaction with other innovators.<\/li>\n<\/ul>\n<ul>\n<li><strong>Early Adopters.<\/strong>\u00a0This is the second fastest category of individuals who adopt an Innovation. Early Adopters have the highest degree of opinion leadership among the other adopter categories. They are typically younger in age, have a higher social status, have more financial lucidity, advanced education, and are more socially forward than late adopters.<\/li>\n<\/ul>\n<ul>\n<li><strong>Early Majority.<\/strong>\u00a0Individuals in this category adopt our product after a varying degree of time. This time of adoption is significantly longer than the Innovators and Early Adopters. Early Majority tend to be slower in the adoption process, have above average social status, have contact with Early Adopters, and seldom hold positions of opinion leadership or influence.<\/li>\n<\/ul>\n<ul>\n<li><strong>Late Majority.<\/strong>\u00a0Late Majority folks will adopt an Innovation after the average member of society. They approach a new product with a high degree of skepticism and only after the majority of society has adopted the product already. They are also typically skeptical about an Innovation, have below average social status, very little financial lucidity, in contact with others in late majority and early majority, very little opinion leadership.<\/li>\n<\/ul>\n<ul>\n<li><strong>Laggards.<\/strong>\u00a0These guys are the last to adopt. These individuals typically have an aversion to change and tend to be advanced in age. Laggards typically tend to be focused on &#8220;traditions,&#8221; likely to have lowest social status, lowest financial fluidity, be oldest of all other adopters, in contact with only family and close friends.<\/li>\n<\/ul>\n<p>Please note the customer group percentages\u00a0displayed in the image above (e.g. 2.5% for Innovators) are merely illustrative. \u00a0These percentages are only accurate in the case of a normal distribution and thus do not apply to all situations.<\/p>\n<p>Thorough Product Life Cycle analysis provides us with the backbone to our overall <a href=\"https:\/\/flevy.com\/business-toolkit\/product-strategy-prod\">Product Marketing Strategy<\/a>.<\/p>\n<p>The drawback of Product Life Cycle is that it is only a market-focused framework. \u00a0It doesn&#8217;t address other critical drivers to adoption, such as the\u00a0Product\u00a0itself and\u00a0Consumer Psychology.<\/p>\n<p>You may have your overarching marking mix right, but if you fail at the tactical and execution level, your product will fail.<\/p>\n<h2><strong>2. Architect the Right Product<\/strong><\/h2>\n<p>What product attributes drive rapid market diffusion and consumer adoption? \u00a0Tough question.<\/p>\n<p>But, good thing we have the <a href=\"https:\/\/flevy.com\/browse\/business-document\/Rogers-Five-Factors-169\">Rogers&#8217; Five Factors<\/a> framework. \u00a0Credit goes to Everett Rogers, who also created the Consumer Adoption Curve.<\/p>\n<p><a href=\"https:\/\/flevy.com\/browse\/business-document\/Rogers-Five-Factors-169\"><img decoding=\"async\" class=\"size-full wp-image-466 aligncenter\" src=\"https:\/\/flevy.com\/blog\/wp-content\/uploads\/2013\/05\/rogers_five_factors.gif\" alt=\"rogers_five_factors\" width=\"550\" height=\"413\" \/><\/a><\/p>\n<p>Rogers&#8217; Five Factors proposes there are 5 product-based factors that drive adoption.<\/p>\n<ul>\n<li><span style=\"line-height: 13px;\"><strong>Relative Advantage. \u00a0<\/strong>This is the degree to which our new product is better than the incumbent. \u00a0This advantage can be non-economic (e.g. social status, prestige). \u00a0The greater the relative advantage, the faster the adoption.<\/span><\/li>\n<\/ul>\n<ul>\n<li><strong>Compatibility. \u00a0<\/strong>This factor accounts for the degree to which our product is consistent with the customers&#8217; existing values and experiences. \u00a0The greater the compatibility, the faster the adoption.<\/li>\n<\/ul>\n<ul>\n<li><strong>Complexity. \u00a0<\/strong>This is the degree to which our product is difficult to understand and use. \u00a0The primary way to overcome complexity is education, but it is important to assess how willing the customer is to be educated. \u00a0The greater the complexity, the slower the adoption.<\/li>\n<\/ul>\n<ul>\n<li><strong>Trialability.<\/strong>\u00a0 This factor measures the degree to which our product can be experimented with on a limited basis. This factor is most important when our product is in the early stage of its lifecycle&#8211;when uncertainty about the product&#8217;s benefits are at its highest. \u00a0The greater the trialability, the faster the adoption.<\/li>\n<\/ul>\n<ul>\n<li><strong>Observability.<\/strong> \u00a0This is the degree to which potential customers can see others using our product. \u00a0For instance, highly observable products include cars and cell phones. \u00a0Difficult to observe products include medicines and home appliances. \u00a0Many companies leverage social media marketing&#8211;and specifically target &#8220;influencers&#8221;&#8211;to increase their observability factor. \u00a0The greater the observability, the faster the adoption.<\/li>\n<\/ul>\n<p>Let&#8217;s walk through an example of this analysis. \u00a0Look at the telephone. \u00a0Every home has a phone. \u00a0It&#8217;s something we take for granted, something that&#8217;s necessary part of our daily lives, something we can&#8217;t imagine living without. \u00a0One would assume it was adopted very quickly.\u00a0 Yet, the reality proves otherwise&#8230;<\/p>\n<p>The telephone was invented by Alexander Graham Bell in 1876.\u00a0 By 1900, 25 years later, it would only be found in 10% of the households in the US.\u00a0 By 1935, 60 years after its invention, it could only be found in 30% of households.\u00a0 In fact, it wasn\u2019t until the 1980s that the telephone reached 90% of US households.<\/p>\n<p>Why was the adoption rate so exceedingly slow for this wonderful, useful invention?<\/p>\n<p>A look at the Five Factors sheds some light. \u00a0The Relative Advantage for the phone was low when it was introduced. \u00a0It was expensive&#8211;both installation and ongoing fees were high&#8211;and you had few people you could call. \u00a0It was also highly incompatible with the norms of the time. \u00a0The idea of speaking into a metal box was foreign and frightening. \u00a0The technology used in the phone was incredibly Complex and difficult to understand. \u00a0People wondered, <em>can it transmit diseases? Can I get electrocuted? Does it only speak English?<\/em>\u00a0 Trialability was low&#8211;only the very wealthy and businesses had telephones installed. \u00a0In fact, in its early years, the only factor the telephone had going for it was Observability, since people could see the telephone wire running into a house.<\/p>\n<h2><strong>3. Understand the Customer<\/strong><\/h2>\n<p>If you are targeting the right market with the right marketing mix, have a compelling product that fosters adoption, the third essential element to analyze is the customer.\u00a0What makes the customer tick? \u00a0Rogers&#8217; Five Factors touched a bit on this already, but let us take a deeper look into Consumer Psychology.<\/p>\n<p>In my last article (<a href=\"https:\/\/flevy.com\/blog\/why-people-wont-buy-your-product-even-though-its-awesome\/\">Why People Won&#8217;t Buy Your Product Even Though It&#8217;s Awesome<\/a>), we discussed 3 key principles of behavioral economics that drive consumer adoption:<\/p>\n<ul>\n<li><strong><span style=\"line-height: 13px;\">Losses Loom Larger than Gains<\/span><\/strong><\/li>\n<\/ul>\n<ul>\n<li><strong>Reference Points Matter<\/strong><\/li>\n<\/ul>\n<ul>\n<li><strong>The Endowment Effect<\/strong><\/li>\n<\/ul>\n<p>You can <a href=\"https:\/\/flevy.com\/blog\/why-people-wont-buy-your-product-even-though-its-awesome\/\">read that discussion here<\/a>.<\/p>\n<h2><strong>4. Complete the Customer Journey<\/strong><\/h2>\n<p>In most cases, the product you&#8217;re selling is not an impulse purchase. \u00a0The path to purchase is a long process&#8211;it&#8217;s a journey that can take from several days to several months. \u00a0This journey is captured in a framework developed by McKinsey &amp; Co called the <a href=\"https:\/\/flevy.com\/business-toolkit\/customer-decision-journey\">Customer Decision Journey<\/a>.<\/p>\n<p>The Customer Decision Journey proposes that the customer goes through four phases in a cyclical process.\u00a0 Each phase represents a potential marketing battleground where companies compete for the customer&#8217;s purchase and loyalty.<\/p>\n<p><a href=\"https:\/\/flevy.com\/browse\/business-document\/complete-business-frameworks-reference-guide-644\"><img decoding=\"async\" class=\"size-full wp-image-467 aligncenter\" src=\"https:\/\/flevy.com\/blog\/wp-content\/uploads\/2013\/05\/customer_decision_journey.gif\" alt=\"customer_decision_journey\" width=\"550\" height=\"413\" \/><\/a><\/p>\n<p>These phases along the customer&#8217;s journey are:<\/p>\n<ul>\n<li><strong>Initial Consideration. \u00a0<\/strong>When the customer first conceives the notion of buying a product, she will develop an initial set of brands to consider buying.\u00a0 Brands in the initial-consideration set are 3 times more likely to be purchased than brands that aren&#8217;t in it. \u00a0This means that Brand Awareness is vital. \u00a0In this phase, we should focus on push marketing.<\/li>\n<\/ul>\n<ul>\n<li><strong>Active Evaluation.<\/strong> \u00a0In the evaluation phase, the customer is seeking information and shopping around to make an informed purchase decision. \u00a0She will ask for recommendations from friends and family, read reviews online, go to the store to test out products, and so forth. \u00a0This phase empowers both the customer and the company. \u00a0How are companies empowered? \u00a0Companies have the opportunity to enter the consideration set&#8211;and even force out companies in the Initial Consideration Set. \u00a0Big brands can no longer take their position for granted. \u00a0With increased online and social presences, companies are \u00a0increasing the number of touch points with the customer&#8211;thus increasing their influence over the customer&#8217;s purchase decision in the Active Evaluation phase.<\/li>\n<\/ul>\n<ul>\n<li><strong>Moment of Purchase.<\/strong> \u00a0This is the point in the time when the customer goes to the retailer and makes the purchase. \u00a0Even at stage of the journey, companies can still influence the purchase. \u00a0This is done through in-store marketing and influence of store salesmen.<\/li>\n<\/ul>\n<ul>\n<li><strong>Post-purchase Experience.<\/strong> \u00a0After the purchase, the customer builds expectations based on her experience that will impact her next purchase journey. \u00a0This creates the circular nature of the journey. \u00a0In this phase, our goal is to foster Customer Loyalty, which will drive repeat purchases and word-of-mouth marketing. \u00a0Likewise, if the customer is dissatisfied with the purchase, she will become a negative influence on the purchase decisions of others. \u00a0This is not limited to her immediate circle of friends and family either. \u00a0For instance, she can post a negative review on a prominent website, which will be read by countless potential customers in the Active Evaluation stage.<\/li>\n<\/ul>\n<p>If our goal is to reach an emerging market, there are certain nuances that should be highlighted and understood.\u00a0 Though the overarching process is the same, the emphasis in marketing is different when comparing a customer in an emerging market versus a customer in an established market. \u00a0For instance, in an established market, customers often rely on online reviews when making purchase decisions. \u00a0In emerging markets, online sites are not yet trusted by the customer. \u00a0Learn more about this topic in this article: <a href=\"https:\/\/flevy.com\/blog\/craft-a-successful-strategy-for-emerging-markets\/\">Craft a Successful Strategy for Emerging Markets<\/a>.<\/p>\n<h2><strong>5. Maximize the Online Experience<\/strong><\/h2>\n<p>The Internet is becoming more and more crucial in the Customer&#8217;s Decision Journey. \u00a0Because of the Internet, the number of customer touch points has increased significantly.<\/p>\n<p>In the online experience, there are 5 categories of customer touch points. \u00a0They have varying levels of importance along the path to purchase:<\/p>\n<ul>\n<li><strong>Paid<\/strong>. \u00a0This category includes paid display and search advertising.<\/li>\n<\/ul>\n<ul>\n<li><strong>Social.<\/strong> \u00a0This category refers to interactions with the customer though social media (namely, Facebook, Twitter, LinkedIn, and Youtube).<\/li>\n<\/ul>\n<ul>\n<li><span style=\"line-height: 13px;\"><strong>Email.<\/strong> \u00a0Email marketing typically takes the form of recurring newsletters. \u00a0Newsletters are essentially the online form of offline store circular.<\/span><\/li>\n<\/ul>\n<ul>\n<li><strong>Referral.<\/strong> \u00a0This category refers to external websites that &#8220;refer&#8221; customers to your website.<\/li>\n<\/ul>\n<ul>\n<li><strong>Direct.<\/strong> This refers to your own website. \u00a0It encompasses the customers who go directly to your website.<\/li>\n<\/ul>\n<p>Here is the typical flow of online interaction with the customer through her journey. \u00a0At the start, the goal is to create Brand Awareness. \u00a0This is typically achieved through investments in paid advertisements. \u00a0As the customer begins to actively evaluate her various product choices, Social and Email begin to play a more important role. \u00a0Through social media, companies can directly engage and influence customers. \u00a0Email marketing is an effective method of building rapport with a customer. \u00a0Once a customer has subscribed to our newsletter, we can send regular newsletters to constantly remind her of our company and products. \u00a0The customers that are most likely to make a purchase are Referral and Direct visitors. \u00a0Afterwards, in the post-purchase phase, Social and Email continue to play important roles in nurturing that customer bond.<\/p>\n<p>Of course, the relationship between the touch point and decision journey varies by industry and varies by geography. \u00a0Google created a useful tool that captures these differences:\u00a0<a href=\"http:\/\/www.google.com\/think\/tools\/customer-journey-to-online-purchase.html\">Customer Journey to Online Purchase<\/a>.<\/p>\n<p>In summary, Product Adoption is driven by a number of factors.\u00a0 We need to&#8230;<\/p>\n<ol>\n<li><span style=\"line-height: 13px;\">Select the Right Market Segment;<\/span><\/li>\n<li>Architect the Right Product;<\/li>\n<li>Understand the Customer;<\/li>\n<li>Complete the Customer Journey; and<\/li>\n<li>Maximize the Online Experience.<\/li>\n<\/ol>\n<p>Proper analysis involves both strategic and tactical planning&#8211;and ties all efforts and thinking together. \u00a0As Sun Tzu proclaimed:<\/p>\n<blockquote><p>Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.<\/p><\/blockquote>\n<div class=\"aside\">Interested in business strategy? \u00a0Check out\u00a0Flevy\u2019s collection of <a href=\"https:\/\/flevy.com\/top-100\/consulting\">business frameworks<\/a>\u00a0and <a href=\"https:\/\/flevy.com\/business-toolkits\">end-to-end business toolkits<\/a>, most created by former consultants of top tier consulting firms.<\/div>\n<p>This article only presents high level takeaways from the business frameworks referenced. \u00a0For a more in-depth discussion, I recommend checking out the following:<\/p>\n<ul>\n<li><span style=\"line-height: 13px;\"><a href=\"https:\/\/flevy.com\/browse\/business-document\/Product-Lifecycle-227\">Product Life Cycle<\/a>\u00a0(PowerPoint presentation)<\/span><\/li>\n<li><a href=\"https:\/\/flevy.com\/browse\/business-document\/Rogers-Five-Factors-169\">Rogers&#8217; Five Factors<\/a>\u00a0(PowerPoint presentation)<\/li>\n<li><a href=\"https:\/\/flevy.com\/browse\/business-document\/Psychology-of-Product-Adoption-203\">Psychology of Product Adoption<\/a>\u00a0(PowerPoint presentation)<\/li>\n<li><a href=\"https:\/\/flevy.com\/browse\/business-document\/Pricing-Strategy-226\">Pricing Strategy<\/a>\u00a0(PowerPoint presentation with Excel model)<\/li>\n<li><a href=\"https:\/\/flevy.com\/browse\/business-document\/value-based-pricing-strategy-1096\">Value-based Pricing Strategy<\/a> (PowerPoint presentation)<\/li>\n<li><a href=\"https:\/\/flevy.com\/business-toolkit\/customer-decision-journey\">Customer Journey Mapping<\/a> (various frameworks and tools)<\/li>\n<\/ul>\n<p>Please also share your thoughts, experiences, questions, criticisms, and advice in the comments below. \u00a0Thanks!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Product Adoption is a compelling and important topic. \u00a0It affects every single business. There are numerous whitepapers, frameworks, and discussions focused on Product Adoption. \u00a0They discuss various elements, from market conditions to product attributes to tactical engagement. \u00a0The purpose of this article isn&#8217;t to present anything new. \u00a0Rather, it&#8217;s an attempt to synthesize various established&hellip;&nbsp;<a href=\"https:\/\/flevy.com\/blog\/the-complete-guide-to-product-adoption-from-product-lifecycle-to-customer-decision-journey\/\" rel=\"bookmark\"><span class=\"screen-reader-text\">The Complete Guide to Product Adoption: from Product Life Cycle to Customer Decision Journey<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":470,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"neve_meta_sidebar":"","neve_meta_container":"","neve_meta_enable_content_width":"","neve_meta_content_width":0,"neve_meta_title_alignment":"","neve_meta_author_avatar":"","neve_post_elements_order":"","neve_meta_disable_header":"","neve_meta_disable_footer":"","neve_meta_disable_title":"","footnotes":""},"categories":[81],"tags":[139,174,11,178,179,148,181,180,172,10,175,188,173,177,176,182],"class_list":["post-378","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","tag-behavioral-economics","tag-consumer-adoption-lifecycle","tag-consumer-decision-journey","tag-consumer-psychology","tag-customer-decision-journey","tag-endowment-effect","tag-internet-advertising","tag-internet-marketing","tag-market-analysis","tag-mckinsey","tag-product-adoption-lifecycle","tag-product-life-cycle","tag-product-lifecycle","tag-rogers-five-factors","tag-rogers-bell-curve","tag-social-media"],"_links":{"self":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/378","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/comments?post=378"}],"version-history":[{"count":34,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/378\/revisions"}],"predecessor-version":[{"id":9674,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/posts\/378\/revisions\/9674"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/media\/470"}],"wp:attachment":[{"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/media?parent=378"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/categories?post=378"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/flevy.com\/blog\/wp-json\/wp\/v2\/tags?post=378"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}