WeChat mini program wants to shorten the path through scenario

Scenario-based shortest path

It’s a rogue way to shorten the path without leaving the scene. Let’s give a few examples.

6.1 Offline Scenario

A mini program can generate 10,000 QR codes with parameters. Users can enter different pages of the same mini program through different QR codes.

Take the previous bus example as an example. Assume that in a certain city, a different QR code is posted on the stop sign of each bus at every bus station. Passengers waiting for the bus can scan the QR code of a certain bus to know the location and estimated time of the bus. Time of arrival.

If you use the service account, you can also generate a QR code with parameters, but the user still needs to click on the corresponding link to enter the bus page. If we use the app, in addition to downloading it, we also need to enter the bus number we want to find.

Obviously, the mini program shortens the path for users to obtain information in the scene of waiting for the bus. Users will like it more.

You may say, what is mentioned above, can’t it also be achieved using HTML5? Isn’t each link a different URL? Yes, but in this scenario, the experience of HTML is far less excellent than that of mini programs.

So, mini programs can shorten the service path in offline scenarios.

6.2 Social Scenario

In the article "Imagination of Mini Programs", I once said that WeChat mini programs are suitable for vertical social products.

You will find that no matter which product, whenever we establish contact with other people, we will almost always exchange WeChat IDs, and then continue chatting in WeChat, and rarely return to the original product.

Because our social relationships have been firmly held by WeChat. However, everyone has vertical social needs. For example, I like watching racing, so I want to communicate with other people who like watching racing; he likes traveling and wants to exchange experiences with other travel friends; A and B are both fans of Feng Dahui. I want to communicate with other Dahui fans...

In the past half year, you will find that Dahui often promotes his gossip reader group on the official account. Initially, this reader group was based on another app, and later , this app has a WeChat web version.

You can easily imagine that it is not easy to divert traffic from a public account to an app. Moreover, it is still diverting traffic to a non-essential vertical social circle.

The path is too long and users can easily lose.

Imagine that the Grapevine reader group, or the possible "Maybe Reader Group" is a WeChat applet, and users can use it directly in WeChat. Will the conversion rate be much higher?

If combined with the features of mini programs that can be pinned to the top of the conversation list, can be saved, and can be searched in depth, will the conversion rate and activity of this kind of vertical social networking be much higher?

So, mini programs can shorten the conversion path of social scenarios.

6.3 Collaboration scenario

Similar to the social scenario, in the past, we had to use tools other than WeChat to communicate or collaborate with colleagues on mobile phones. However, communication with external partners must return to WeChat. Information cannot be exchanged well between the two tools. In this scenario, the communication path is lengthened.

Suppose a company uses Alibaba’s DingTalk for internal communication, but still uses WeChat for external communication. Suppose (but it is unlikely) that Alibaba makes a WeChat applet version of DingTalk. The cooperation of this company All communication and communication can be carried out in WeChat, and both the information transmission path and the collaboration path of employees have been shortened a lot.

You may ask, why is the path shortened when making a small program? Because the vast majority of Chinese users’ time is occupied by the “scene” of WeChat, users’ time can be shared with WeChat through mini programs.

So, mini programs can shorten the communication path in collaboration scenarios.

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