The number of mini program users has exceeded 400 million. Do you know how to promote it?

WeChat has made a lot of moves recently, and each one of them has caused a stir in the entire Internet industry. The main contents of this article cover the following directions:

• WeChat service directly opens new categories for internal testing;
• How to use WeChat traffic to acquire users;
• How to improve the user conversion rate of mini programs ?

Just this week, WeChat Direct Service opened new categories for internal testing, and will expand more new Direct Service categories to enhance users' Direct Service experience. Currently, developers who have received internal testing invitations can take the lead in development docking.

This is the third time that WeChat has upgraded its “Direct Access to Services” function, and the “Search” function has also gone through three stages: query, interaction, and conversion . It now seems that WeChat wants to direct the massive traffic from SouSou to massive content, applications and services.

On the other hand, recently, the update speed of WeChat’s “Search” function has been significantly accelerated. In WeChat version 6.6.6, the search box above the conversation chat interface and the "Search" under the "Discover" TAB provide access to more types of results and richer content types. Including: public accounts , Moments , articles, encyclopedias , novels, music, mini-programs, emoticons, and Q&A, a total of 10 types. If the above functions are all aimed at C-end user experience , then the new functions launched today will be an important opportunity for the industry to usher in "monetization and conversion."

1. The internal testing standard is not low

Since July last year, with the popularization and maturity of mini programs and the expansion of their application scenarios, a new term has become known to us: "direct service".

WeChat officially defines “direct access to services” as follows: WeChat direct access to services is a search function that allows WeChat users to quickly find services.

For example: by searching for keywords related to "weather" and " movie tickets" in WeChat, you can quickly find related services. There are also mini program services such as buying air / bus tickets, checking flights, buying movie tickets, etc., which are all displayed directly to users in search results through data access.

Now, WeChat has opened this entrance to enterprises, and enterprises with certain qualifications can apply for internal testing.

It is understood that this internal test is invitation-based, and service providers with exclusive data will invite certified service accounts with relatively active user visits in the past week to participate. Service accounts that have received invitations through in-site messages can see the entrance to the "Direct Service Area" in the background of the official account.

The so-called exclusive data mainly refers to authoritative data that is recognized by WeChat. For example, JD.com can provide data on user consumption behavior, shipment types in different time dimensions, and consumption preferences by user gender; ophthalmology hospitals can provide eye science, medical data , long-term patient analysis data , etc. These are all exclusive data.

2. Three-step access, opening up 12 major industries

Finally, the enterprise can complete the access through the following three steps:

1) Submit product proposals online, including descriptions of search trigger words, display formats, and data conditions;

2) Confirm the implementation plan, including search trigger words, design draft, and API interface;

3) Use development tools to complete development and launch. For details, please refer to the "Service Direct Development Documentation".

“Direct access to services” function, which providers with exclusive data will receive invitations? The overview of categories currently open includes 12 major categories, including transportation, tourism, catering, express delivery, etc., with a total of 48 subcategories.

Faced with such a huge traffic of WeChat, basically covering all industries and classes, basically all your target customers are included. Let’s talk about it as a whole. With such a large number of users there, how do you acquire them?

1. Scan the QR code offline

One of the most commonly used channels for physical merchants is to scan QR codes offline and develop users through offline resource promotion . Companies can combine mini programs with offline physical stores for promotion, allowing users to enjoy better services in a convenient way.

2. Nearby Mini Programs

When a merchant opens the Nearby Mini Program function, it is equivalent to opening a store on WeChat. People within 5 kilometers may be able to see your store. Moreover, after the Nearby Mini Programs are classified, merchants will have more and more accurate display opportunities. Now the 30-50 people coming in here every day are your potential customers and can come to your store to shop at any time.

If you want to eat nearby and see two restaurant mini-apps, one with only an address and phone number, and the other with menu displays, membership cards, and coupons, which restaurant are you more likely to choose?

Therefore, when making a mini program now, you cannot just make a simplified version of the mini program, but you have to make a mini program with a beautiful interface and powerful functions.

3. Search

WeChat search recently opened direct service to mini-programs, allowing a large number of companies with internal testing qualifications to benefit from the traffic brought by the search.

It doesn’t matter if you don’t have the qualifications for the internal test. Just choose a name that is easy to search for. Nearly 300 users enter the mini program through search every day! Your store is equivalent to being displayed in front of 300 potential customers! Moreover, with the repeated upgrades of "Search", the effect of this entrance in attracting traffic to mini programs will become more and more obvious.

4. Public account traffic diversion

For businesses or enterprises that already have a WeChat official account , they can use their own WeChat official account to drive traffic to the mini program. Now one WeChat mini program can be associated with up to 500 public accounts. If this channel is opened, the traffic-generating effect can be imagined.

In the early stages of operating mini programs, we have to face a reality, which is that we will inevitably encounter conversion rate problems. This requires us to calm down and think. After all, each industry has different attributes and faces different problems! However, after our analysis and summary, we concluded the following points:

1. The page should be "attractive"

Mini Programs are lightweight applications that emphasize the word “small.” This requires the homepage of the Mini Program to be concise and able to catch the user’s attention immediately. Moreover, if you want to increase user conversion rate, user operations must be clear and concise, at least allowing them to find the payment channel immediately.

2. Powerful promotions

In order to achieve conversion, mini programs inevitably need to carry out a series of marketing activities , and powerful promotional activities are not to make merchants lose money to gain publicity, but to make users feel that they are making a profit by buying. Common promotions such as limited-time sales, special promotions, buy one get one free, gifts for purchases over a certain amount, etc. require businesses to adopt different promotional methods according to different consumer groups to allow customers to "get a bargain."

3. User sharing

User sharing is the key to whether a mini program can be promoted. Lian Coffee was able to successfully group together 100,000 people in just three hours, all thanks to user sharing. I have also seen many stores selling very cheap products, but their sales are dismal. Their failure is that there is no sufficient mechanism to encourage users to share and forward.

4. Content Assist

The content + e-commerce model has become a new way out for e-commerce companies. By producing content through official accounts over a long period of time, they can establish a certain emotional connection with fans and then guide users to purchase. Companies that place advertisements on big accounts or specialize in content e-commerce take this path.

The author of this article @晓程序观察 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games