WeChat applet wants the shortest service path

WeChat attempts to use mini programs to redefine the length of the service path. In the past few months, the industry has been discussing WeChat’s definition of mini programs: ready to use and at your fingertips. This once made developers confused, because if WeChat expects the products I make to be ready-to-use, then why should I develop small programs? Shouldn’t products find ways to stick with users?

This kind of confusion is because many people focus on "just go". In fact, users of a good product will naturally come back to use it, and there is no need to use tricks to retain users. Just like Google, you won’t “use it and go” because it provides you with accurate search results and never use it again. On the contrary, , you will still open Google the next time you want to search. So the question becomes, how do we get users to judge that our product is a good product?

The user’s time is precious. To make the user like our product after using it for the first time, it is obvious that the user should feel the core of the product in the shortest time and judge whether it is what he wants, rather than:

1. Open the app and watch ads for a few seconds by default

2. It takes time to register for the first time

3. Functions are stacked one after another, making it difficult to find

Just like writing an article, if the reader does not judge the value of the article in a short period of time, he may stop reading.

So, if the product we make is indeed a good product, the question comes back to "ready-to-use". How do we make users feel how good the product is right away?

The answer is - establish the shortest path.

If we agree that a product that helps users save time is a good product, then a service account is not a good product.

I obviously just want to buy a bus ticket. I need to scan the QR code to follow a ticket-buying service account. After following it, I need to spend time looking for the ticket-buying menu, and then I may need to register to complete the payment. Why can’t I scan the QR code and buy directly? Why should you pay attention first? Why can't I scan the QR code in Wuhan to select the ticket departing from Wuhan by default, and scan the QR code at Beijing South Railway Station to select Beijing South Railway Station by default?

The mini program does not have a follow function. What it expects is for users to receive services immediately after scanning the QR code. Just like the example given by Zhang Xiaolong in his speech, buy tickets immediately after scanning the QR code without paying attention or spending time. Find the purchase button, and even automatically log in with your WeChat account after scanning the QR code, saving even registration time.

In contrast, mini programs save users time more than service accounts and shorten the path for users to obtain services. The user is happy and happy during the whole process. When he needs service next time, he will naturally think of the "ready-to-use" product.

From this perspective, we can infer that the reason why WeChat gradually replaces service accounts with mini programs is because service accounts do not establish a faster service path for users than apps and do not save users time.

For more articles related to WeChat mini-programs that want the shortest service path, please pay attention to the PHP Chinese website!