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【小程序】小程序?小故事(6)——微信登錄能力優(yōu)化
時(shí)間：2018-07-26 14:29:16
文章發(fā)布：杜凱
原創(chuàng)作者： kero
來源： 微信開發(fā)者

我們提供了 wx.login 和 wx.getUserInfo 接口，用于獲取用戶的 openID 和基本信息。


推出這兩個(gè)接口的初衷是希望：當(dāng)用戶使用小程序時(shí)，只有訪問到真正需要登錄的頁面，才需要授權(quán)并登錄。


但在實(shí)際應(yīng)用中，我們發(fā)現(xiàn)很多開發(fā)者在打開小程序時(shí)直接彈出授權(quán)框，如果用戶點(diǎn)擊拒絕授權(quán)，無法使用小程序。



在沒有任何提示和背景的情況下，直接彈框想要獲得用戶信息授權(quán)，用戶腦子里可能會(huì)閃過幾個(gè)哲學(xué)問題：


你是誰？

我在哪里？

我為什么要同意？

……


相當(dāng)一部分用戶下意識(shí)會(huì)點(diǎn)擊“拒絕“授權(quán)——這樣不合理的登錄流程既造成了用戶的困擾，還使得用戶流失。


用戶通過小程序可以快速獲取服務(wù)，因此在訪問小程序的第一個(gè)頁面非常重要。


對于一個(gè)互聯(lián)網(wǎng)產(chǎn)品而言，第一個(gè)頁面決定了用戶對這個(gè)產(chǎn)品的認(rèn)知，用戶會(huì)選擇是否繼續(xù)使用這個(gè)產(chǎn)品。


一個(gè)優(yōu)秀的互聯(lián)網(wǎng)產(chǎn)品，能夠給用戶留下一個(gè)好的第一印象，用戶可以快速了解你的產(chǎn)品，接收到你想要傳遞的服務(wù)信息，從而產(chǎn)生相應(yīng)的操作行為。


一個(gè)優(yōu)秀的小程序會(huì)吸引用戶在小程序里進(jìn)行探索，完成你期望他們?nèi)プ龅氖?，比如?huì)員注冊、商品購買等。


試想一下如果一個(gè)品牌的商品官網(wǎng)，一進(jìn)入要求用戶登錄才能查看產(chǎn)品信息是什么感覺呢？


因此良好的用戶登錄體驗(yàn)非常重要。


2

如何設(shè)計(jì)登錄流程？


用戶打開小程序時(shí)，看第一眼的時(shí)候，開發(fā)者需要專注以下兩個(gè)目標(biāo)：


? 精準(zhǔn)快速地傳達(dá)產(chǎn)品理念，開發(fā)者要讓用戶能夠快速了解自己的產(chǎn)品和服務(wù)；


? 將用戶流量進(jìn)行轉(zhuǎn)化，讓用戶能方便操作或者交易。


一般而言，用戶打開小程序后看到的第一個(gè)頁面，先不要直接彈出授權(quán)框，第一個(gè)頁面可以包含以下內(nèi)容：


? 展示你的小程序功能（如產(chǎn)品、服務(wù)、活動(dòng)等） ，讓用戶清晰地知道小程序是做什么用的，這些內(nèi)容可以是你的精選內(nèi)容；


? 激發(fā)用戶的探索欲，通過描述或者圖片吸引用戶注意力；


? 按照自己的產(chǎn)品目標(biāo)，給用戶提供清晰明確的下一步操作（查看詳情、購買等）。


如果某些特殊小程序在使用前一定需要用戶登錄，或者已經(jīng)進(jìn)行到需要用戶登錄的操作時(shí)，可以將 button 組件（其中 open-type 屬性指定為 getUserInfo）放置到頁面中，頁面上可以大致說明以下要點(diǎn)：


為什么需要我授權(quán)？

需要我什么信息？

授權(quán)后我得到什么好處呢？


接下來在頁面上放置一個(gè)明顯的登錄按鈕， 建議這個(gè)頁面上不要有額外的點(diǎn)擊區(qū)域，以免分散用戶注意力，讓用戶專注于登錄這件事情。


3

簡單的開發(fā)建議


1

當(dāng)用戶打開小程序時(shí)訪問第一個(gè)頁面時(shí)，先通過 wx.login，獲取用戶 openID 。這時(shí)無需彈框授權(quán)，開發(fā)者拿到 openID 可以建立自身的帳號(hào) ID。


2

在第一步中，拿到 openID 后，判斷是新用戶還是老用戶。如果是老用戶，可以直接登錄；如果是新用戶，可先在小程序首頁展示你的信息服務(wù)，讓用戶對這個(gè)小程序有大概的了解，再引導(dǎo)用戶進(jìn)行下一步的操作。


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