“68% of Hong Kong consumers are keen to obtain brand information through WeChat ecosystem, but more than half of the companies still cannot effectively connect with mini-programs and public accounts”—The data from this 2023 Hong Kong digital marketing report reveals the key pain points of local companies in WeChat ecosystem operation. When mini programs become the digital door of brand services, public numbers have received in-depth content spread, mastering the no-skipping technology of both has become a compulsory course to improve user experience and increase content exposure.
1. Why do we need to open the mini program and public number?
In the WeChat ecosystem, there is a natural relationship between mini programs and public numbers: Mini programs are strong in real-time service and transaction conversion, and public numbers are good at concentrating content and fan operations. The case of “Ice and Fire Notes” in a well-known tea restaurant in Hong Kong is the most representative – by embedding the public article “Stockmarks of Signature Milk Tea Story” on the mini-program meal page, not only has the conversion rate of orders increased by 23%, but also has increased the number of articles to read 5 times, successfully shaping brand cultural memory points.
Three core valuesDriving enterprises must master this technology:
- Train shutdown ring construction: Transfer mini program users to public numbers and sink into fans
- Content scene extension: Naturally implant product stories and brand value in the service process
- Data Asset Integration: Open up user behavior paths and optimize marketing decisions
Four-step real jump: Complete analysis of technical details
Step 1️⃣ Configure public number connection
- Login the WeChat public platform and complete the contract in “Settings-Related Mini Programs”
- Key Note: It is necessary to ensure that the subject is consistent, and overseas companies need to complete WeChat cross-border certification
Step 2️⃣ Get permanent links of articles
- Select target articles in the “Picture Materials” backstage of public numbers
- Click “Copy Link” to get the permanent URL in
https://mp.weixin.qq.com/s/...format
Step 3️⃣ Mini program page burial
Using the WeChat developer tool, embed in the
.wxmlfile:
Click to read the full storyKey parameter description:
encodedURLEncodeURIComponent processing of the article link is required- You need to configure the
web-viewbusiness domain name whitelist inapp.json
Step 4️⃣ Test and Publish
- Use real-time machine to ensure iOS/Android system compatibility
- Please pay attention to the compatibility of WeChat version (it is recommended to support 7.0.9+ at the minimum)
Tap Avoiding Guide: Common Mistakes in Hong Kong Enterprises
- Ignore iOS regulations: Incorrectly configuring Universal Link may cause jumps to fail
- Parameter transmission error: URLs that exceed 1024 characters will be blocked by the system
- Data monitoring missing:
- You must add UTM parameters in the jump link
- It is recommended to integrate Google Analytics and WeChat Data Assistant
- User Experience Layer:
- Avoid jumping out of the applet directly (need to use the
component to display it in the embedded display) - Add to the “Back to Mini Program” eye button design
Advanced gameplay: Innovative application of jumping technology
- Temporal Effectiveness Jump: Combined with LBS positioning, automatically push business guide articles when users enter the Harbour City business district
- Personalization Path: Directed by browsing records within the mini program, and targetedly jump to the public content of the relevant topics
- Crack-change design: Embed a mini program code with parameters at the bottom of the article to form a “Content → Service → Share” growth and closing ring
