No matter in terms of the launch time of Mini Programs or the scale of users, Mini Programs are not a new species, but it is still necessary to adhere to the consumer email list minimum learning cost for users to achieve product goals; during the recent experience, it was found that some products did not perform as Mini Programs should have. There are also some products that use the applet as an app for product design; it brings an unfriendly experience to users, and extracts several items that appear frequently to share with you.
1. About "Add to My Mini Program"
(Data from Aladdin Statistical Platform)
The top 1 in the 2020 Mini Program Entry Traffic Ranking consumer email list is the WeChat message drop-down entry, with a traffic ratio of 21.54%. The value of this scenario is very dependent on the user's long-term opening to form a reverse order to the top of the list of recently used mini-programs, or the user has done Through the operation of "add to my applet"; at present, most users have the awareness of "add to my applet", but most of them need to give different guidance methods in appropriate scenarios.
1. The guide methods are divided into "bubble guide" and "mask guide"
Bubble guide is a relatively lightweight guide, and the presentation form points to the menu entry of the applet capsule. The advantage of bubble guide is that it will not interrupt user behavior. It should disappear automatically within a certain period of time (recommended 5s), or provide a close button by User manually closes.
The masked guide is a mandatory guide, and the advantage is that the steps to be added are dismantled, and the process is relatively clear. The disadvantage is also that the masked guide can make the user's attention focus on the guide, and the functions of the original page cannot be used at this time; considering that it will interrupt the user's task path and immersive experience, the number of guides should not be too many, and the number of guides should not be too much. Time to guide again.
2. Precautions
It is not advisable to have superimposed guidance, that is, two kinds of guidance appear at the same time, which are redundant and interfere. Choose the appropriate guidance method according to the user's attributes and preferences, or different guidance in different scenarios.
Do not use incentives to induce guidance. From the perspective of user value orientation, the subsequent user value generated by the addition generated by induction is negligible, because it is for rewards/prizes, not the services provided by the applet itself; unless it is for KPI to make products and operations. At the same time, it also violated the operation specifications of the Mini Program, and basically one report is required.
It is not advisable to repeat the guide multiple times. There is no need to prompt the user to guide the bubbles/masks that have been added. At present, it is impossible to monitor whether the user has done "Add to my applet"; but it can be judged from the scene value of opening the applet , that is, it can be opened from WeChat drop-down or Discover-Mini Program-My Mini Program to determine the guidance to add without prompting, reducing irrelevant page elements to avoid interference to users.
2. About authorization
The success of user authorization will definitely affect the subsequent user behavior and the quality of service provided by the product. A good authorization method should be natural and fully respect the user's right to know and operate. Generally, it can be divided into "account login authorization" and "other service authorization"
1. Login authorization
Most businesses need to log in to feel the actual value of the Mini Program. In the overall core business process funnel, letting users log in successfully is the first funnel. Now the Mini Program provides a powerful login capability, so the process is very simple, but triggering and Interaction is not to be taken lightly.
The login authorization trigger mechanism is all triggered by the user, and the trigger mode is roughly divided into "full function" trigger and "partial function module" trigger.
Full-function trigger means that all content on the applet page needs to be logged in to browse/operate, and partial function module trigger means that some content modules in the applet page need to be logged in to browse/operate.
For the "global function" trigger suggestion, the guide and authorization are mainly based on the transfer of the value of the applet. For example, after logging in, you can use the subscription service, publish the information service and other applet features or function points.
For "local function module" triggering suggestions to pass the function value of the module to guide authorization, for example, you can comment after logging in, and you can view my favorites after logging in; unlike the "global function" triggering authorization, the "local function module" triggers The authorization can be passed by different page modules to guide the authorized login.
2. Form of Authorization
There are generally two forms of authorization, one is to trigger authorization "in the page", and the other is to jump to the authorization intermediate page for authorization.