New adjustment: WeChat stores continue to highlight "sending gifts"

As the Spring Festival approaches, WeChat Store has once again optimized its "Send Gifts" function to enhance the user's interactive experience and emotional value. This update not only puts the "Send Gifts" button on par with the "Buy" button, but also adds an interactive link of "Opening Gifts", which enhances the user experience.

If you pay attention to WeChat Stores, you will find that it has recently optimized several presentations of the "Send Gift" function. From the release test, one is that it highlights the position of "Send Gift" on the page, and the other is that it increases the sense of ritual or emotional value when receiving gifts.

Based on the experience, the first optimization is the prominence of the "Send Gift" button. Let's take Luckin Coffee, the first "Send Gift" case in the industry, as an example (read Exclusive: Luckin Coffee WeChat Store Received Over 10,000 "Gifts" in One Day for Details). The "Send Gift" button has been changed from a separate line above to being listed alongside the "Buy" button.

When Jianshi pushed the Luckin case yesterday at noon, this optimization had not yet been seen. Judging from the time, the optimization point may have been made yesterday afternoon or evening.

The second optimization point is that after the user receives the gift, there is an additional "open" button, which increases the sense of ritual (or emotional value) during the interaction.

There are also discussions in the industry about changing the message style after sending a gift to the same format as after sending a red envelope, except that one is red and the other is blue. However, according to Jianshi, this format is still in the internal testing and discussion stage, and the exact format of the update has not yet been finalized.

The above adjustments are mostly centered around UI changes to enhance user interaction, strengthen and guide users to become more accustomed to the function of accepting and giving gifts.

It is worth mentioning that with the approach of the important time node of the Spring Festival, major products including WeChat Stores, Video Accounts, etc. are accelerating their updates and iterations, or releasing various new incentive policies.

The second content we released simultaneously today also records two other incentive policies released by the WeChat Store team, one for MCNs that bring goods and the other for private pools of merchants. You can go to the Jianshi official account and click to view them directly. It is expected that similar information will be released more frequently in the next few days.