Kunamamethrikhi amaningi ahlukene abakhangisi okungenzeka bawalandele, futhi ezinye izici zokumaketha kwedijithali zingaba nzima ukuzilinganisela kunezinye. Noma kunjalo, kuhlala kuwusizo ukuhlola ukuthi imikhankaso yakho isebenza kanjani. Lokho kuyiqiniso ikakhulukazi ekukhangiseni okuqukethwe, lapho ungase udinge ukuhlola imiphumela yokuthengisa engachasiswa kalula.
Kunoma ikuphi, kunzima ukusetha imigomo lapho ungali intuthuko. Amamethrikhi athile okuthengisa angakusiza uqonde kangcono ubudlelwano phakathi kwesu lakho lokumaketha kwedijithali nokukhula kwemali engenayo. Unaleyo mininingwane engqondweni, uzoba nemininingwane ecacile yokuthi kufanele ubeke kuphi amandla nezisetshenziswa zakho.
Qhubeka ufunde ukuze ufunde ukuthi yimaphi amamethrikhi okuthengisa okufanele uwaqaphe kucebo lakho lokumaketha kwedijithali.
Izindleko ngokuhola ngakunye (CPL)
Njengoba igama liphakamisa, i-cost-per-lead yakho (CPL) yizindleko zokukhiqiza ukuhola. Lokhu ngokuvamile kuchazwa njengomuntu osendleleni yakho kodwa ongakathengi. Imethrikhi eyinhloko ekumaketheni okusekelwe ekusebenzeni, i-CPL ivamise ukukalwa emikhankasweni yezikhangiso ekhokhelwayo. Uma othile echofoza esikhangisweni sakho futhi anikeze imininingwane yakhe yokuxhumana, uba ngumholi.
Ifomula ilula ngokusobala:
I-CPL = [isamba semali echithiwe umkhankaso] / [inani eliphelele lokuhola]
Kodwa-ke, "okucatshangelwe" yiphuzu lokunamathela lapho. Ukulinganisa kuba nzima ukukukala. Kulezi zinsuku, umkhondo ungakhiqizwa ngezindlela eziningi ezahlukene, kusukela ekubhaliseni uhlu lwamakheli kuya kumafomu okubuza kuya kumilayezo ye-Facebook. Zonke lezo ziteshi zibiza okuthile. Kuthatha isikhathi nemali ukusetha iwebhusayithi yakho, udale uzibuthe oholayo, futhi usebenzise ukulandelana kokuthopha okuzenzakalelayo kubantu abanikeza amakheli abo e-imeyili.
Kuthiwani uma othile echofoza esikhangisweni sika-Google kodwa agcine esebhalisele uhlu lwakho lwamakheli ngesixhumanisi sokuxhumana nabantu? Izindleko ngokuchofoza ngakunye kanye nanoma yiziphi izenzo ezilandelayo (isb. umthengisi kufanele afinyelele kubo) konke ngokobuchwepheshe kungaba yingxenye ye-CPL.
Kungakho izinkundla zokumaketha ezishintshayo ezifana ne-SharpSpring zingehlisa i-CPL yakho. Ngemuva kokuchofoza okulindelwe esikhangisweni, inkundla iphatha imisebenzi eyisicefe yokuqoqa imininingwane yabo futhi ibathumele ama-imeyili e-warmup. (Futhi, ngaphezu kwezingxenye ezintathu kwezine zabadayisi bakhiqiza futhi baguqule Okuningi ihola ngokusebenzisa isoftware ezenzakalelayo.)
Nakuba leyo CPL ingase ibe ngaphansi kakhulu kunomkhankaso wesikhangiso okhokhelwayo, kufanelekile ukucabangela ukuthi izindleko ziyathetheleleka yini. Uma kungekho muntu olanda iphepha elimhlophe olikhokhele u-$2000, uzodinga ukushintsha indlela oyithuthukisa ngayo uzibuthe oholayo noma uguqule isabelomali sakho siye kwelinye iqhinga.
I-Cost per acquisition (CPA)
Ukuhola kuwukuthi: ukuthengiswa okungenzeka, okungakatholwa. Ngakho-ke, noma yibaphi abathengisi babala i-cost-per-acquisition (CPA) ngokwehlukana ne-CPL.
Ifomula ithwebula konke ukuguqulwa okuvela kumkhankaso:
CPA = [isamba esichithiwe somkhankaso] / [ingqikithi yokuguqulwa]
Nokho, lokho kungaba nzima ukukubala njengoba kungahlali kucace ukuthi kungani umthofu eguqula, ikakhulukazi uma umkhankaso wakho uhlanganisa iziteshi eziningi noma izindawo zokuthintwa. Uma uthwebula oholayo futhi umthengisi wakho ebaqinisekisa ukuthi bathenge ngocingo olulodwa, kuhle! Izindleko zakho zalokho kutholwa yi-CPL kanye nezindleko zesikhathi somsebenzi we-rep.
Ngeshwa, akuvamile ukuthi kube lula kangako. Izibalo ezivame ukucashunwa ukuthi kuthatha ukuthinta okungu-6-8 ukuguqula umthofu kuyiqiniso - futhi kwezinye izimboni, kuthatha ukuthinta okwengeziwe. Umbuzo wokuthi yisiphi isiteshi/umkhankaso wokumaketha okungabalulwa kuwo ukuguqulwa kuyinselelo evamile kubakhangisi.
Uma ukuchasisa kungacacile, kunzima ukuhlola izindleko ngokuhola ngakunye, ingasaphathwa eyokuthi ukutholwa ngakunye. Ngokudabukisayo, ngaphezu kwamaphesenti angu-34% amabhizinisi awazami ngisho nokusebenzisa isichasiso. Le nkinga ingasizwa ngesofthiwe yokumaketha ezishintshayo elandelela umsebenzi wamathemba kuwo wonke amashaneli, ikunikeza isithombe esicacile sohambo lwabo lokuguqula. futhi i-CPA enembe kakhudlwana.
Izinga lokuchofoza (CTR)
Izinga lokuchofoza (CTR) ngokuvamile libhekisela emikhankasweni ye-imeyili, amakhasi okubikezela, okuthunyelwe komphakathi okunesixhumanisi - noma iyiphi imidiya lapho iholela ekufundeni umlayezo wokumaketha bese iba nenketho yokuthatha isinyathelo esilandelayo.
Leso senzo esilandelayo singaba noma yini kusukela ekubhukheni ucingo ukuya ekuvakasheleni ikhasi lewebhu kuya ekuthengeni. I-CTR iyimethrikhi ebalulekile yanoma imuphi umkhankaso wokumaketha okuqukethwe, njengoba ihlola ukuthi bangaki abantu abehlisele phansi ifaneli yakho kumkhankaso othile.
Le metric iyasebenza nasezikhangisweni ezikhokhelwayo. Izinga lokuchofoza linani labantu ababone isikhangiso base bechofoza kuso. Lokhu kuhlukile kuzindleko zokuchofoza ngakunye njengoba kungalinganisi ukuthi yini oyichithile esikhangisweni — ukuthi bangaki abantu abathathe isinyathelo ngakho.
Ifomula ye-CTR ilula:
CTR = [(inani eliphelele lokuchofoza) / (ingqikithi yokuvelayo)] x 100
Qaphela ukuthi ifomula isekelwe ukubonakala, hhayi bonke ababhalisile noma abalandeli. Ungathumela umkhankaso we-imeyili kubantu abangu-5,000, kodwa uma kuphela abangu-500 bewuvula, lelo nombolo yabantu ayengakwenza ukuchofoza okungenzeka.
I-CTR yakho isilinganiso esiwusizo sokuthi okuqukethwe kwakho kuhlangana kanjani nezithameli zakho. Amazinga okuchofoza aphansi ngokuvamile abonisa ukuthi ukubizelwa esenzweni akuzange kufike kahle noma ukuthi imilayezo yakho/inzuzo engaba khona idinga ukushintshwa. Kungaba futhi indaba yokubeka noma isikhathi. Isibonelo, imikhankaso ye-imeyili ethunyelwe ngo-2 am mancane amathuba okuthi ivulwe, ingasaphathwa eyokuchofozwa!
Isilinganiso se-Bounce
Imethrikhi eyodwa engukhiye yamawebhusayithi namakhasi okubikezela izinga lokugxuma - iphesenti labantu abavakashela ikhasi bese belichofoza phakathi nemizuzwana embalwa. Ngokusobala, lokho akuvamile ukuba kuhle. Kulowo mongo, izinga lakho lokugxuma kufanele libe liphansi ngangokunokwenzeka.
Lokho kusho, I-Google Analytics futhi ibheka "izinga lokugxuma" njengeseshini yekhasi elilodwa (okungukuthi, abasebenzisi bavakashela ikhasi elilodwa kuphela kuwebhusayithi yakho, bese bayahamba). Lokhu kungase kungabi into embi uma, sithi, abantu behlala ekhasini lakho Lezinsiza, bagcwalise ifomu lakho lokubuza, bese behamba ngaphandle kokuvakashela amanye amakhasi. Kungaba usizo ukusetha imigomo yesilinganiso sokugxuma esiyingqayizivele ekhasini lakho ngalinye.
Ezimweni eziningi, noma kunjalo, "izinga lokugxuma" lisho ukuthi abantu babuka isayithi futhi bahambe ngaphandle kokuthatha isinyathelo noma ukuvakashela amanye amakhasi. Lokho kungabonisa ukuthi imilayezo yakho noma ulwazi lomsebenzisi (i-UX) aluhambisani nezethameli zakho ozihlosile. Ngempela, ucwaningo olulodwa lwathola ukuthi u-70% wokulahlwa kwenqola ye-e-commerce kungenxa ye-UX embi.
Ngeshwa, alikho izinga elicacile lokuthi yini izinga lokugxuma “okuhle” noma “okubi”. Ezinye izinhlobo zokuqukethwe, njengamakhasi okufika, zivame ukuba nezinga eliphezulu lokugxuma. Lokho kunengqondo: uma izivakashi zingakalungeli ukuguqula, zizohamba. Ngakho-ke, kubalulekile ukuqiniseka ukuthi uthumela kuphela ithrafikhi efanelekayo kulawo makhasi.
Umthombo wethrafikhi yakho ubalulekile, futhi. Izivakashi ezivela emikhankasweni ye-imeyili noma izixhumanisi zokudlulisela mancane amathuba okuthi zigxume, mhlawumbe ngenxa yokuthi zihloselwe okuqukethwe kwakho.
Sekukonke, naka izinga lakho lokugxuma, kodwa qiniseka ukuthi ulinikeza umongo ofanele futhi ulinganise ngokufanele.
Ukuqedwa komgomo
Enye imethrikhi ye-Google Analytics, "ukuqedwa kwegoli" isho izinga lokuguqulwa kwegoli lakho (GCR). Ngamanye amazwi, bangaki abantu abathathe isinyathelo obufuna basithathe?
Leso senzo singaba yinoma yini kusukela ekubhaliseleni iphephandaba ukuya ekungezeni umkhiqizo othile enqoleni yabo. Izinga libalwa ngokuthi:
GCR = [(ingqikithi yezenzo kulelo khasi) / (ingqikithi yezivakashi kulelo khasi)] x 100
Awekho amazinga omkhakha wokuphothulwa kwegoli. Ngokusobala, uzofuna ukuthi babe phezulu ngangokunokwenzeka. Ezinye izenzo ngokwemvelo zizoba ne-GCR ephansi. Isibonelo, kuthatha ukukholisa kakhulu ukwenza umuntu athenge, ukuze izinga lokuqeda umgomo libe ngaphansi kunokuthola othile ukuthi ajoyine uhlu lwakho lwe-imeyili.
Uma i-GCR yakho iphansi kunalokho ongathanda, noma kunjalo, cabanga ukuthi amakhasi akho ahlelwe kanjani futhi abekwe kanjani. Njengoba kushiwo ngenhla, idizayini ye-UX empofu ingavala amakhasimende angaba khona. Imigomo engacacile noma okunzima ukuyithola ivame ukuba nezinga eliphansi lokuqeda.
Futhi, hlola okuqukethwe kwekhasi nokuthi izivakashi zifinyelela kanjani endaweni yesenzo okukhulunywa ngayo. Ikakhulukazi uma uthumela ithrafikhi evela kwezinye iziteshi zokumaketha (i-imeyili, inkundla yezokuxhumana, njll.), imilayezo yakho kufanele ihambisane futhi ihambisane nezidingo zabo ohambweni lwabo lokuthenga.
Izinga lokuzibandakanya
Ngokuvamile esetshenziselwa ukuhlola okuqukethwe kwenkundla yezokuxhumana, izinga lokuzibandakanya kwakho lichaza inani labantu abathanda, ababeke amazwana noma abachofozile, noma ababelana ngokuthunyelwe kubo bonke abakubonile. Ukuzibandakanya okuphezulu kuwuphawu oluhle lokuthi abantu bayakujabulela okuqukethwe kwakho futhi bakuthola kubalulekile.
Ifomula empeleni ithi:
Izinga lokuzibandakanya = [(ingqikithi yokuthandwa, ukuphawula, ukwabelana, ukuchofoza) / (ingqikithi yokuvelayo)] x 100
Njengezinga lokuchofoza, le metric isuselwe emibonweni yakho - inombolo yezikhathi okuqukethwe kwakho okuvele ngazo kubantu. Akunandaba ukuthi unabalandeli abangaki. Ngakho-ke, umgomo wakho wokuqala wokuthuthukisa izinga lakho lokuzibandakanya ukukhulisa okuvelayo kwakho, njengokuthumela ngezikhathi ezifanele.
Kusukela lapho, izinga lokuzibandakanya liyimethrikhi eyinhloko yokwakhiwa komkhiqizo nemikhankaso ephezulu kakhulu. Ungakuphambani nezinga lokuchofoza njengoba ukusebenzelana kufaka phakathi ukuthanda, ukuphawula, nokwabelana. Eqinisweni, izinga lokuzibandakanya liyiqili ukulihlaziya njengoba lingahumushi njalo ekukhuleni kwemali engenayo. Okuthunyelwe kwakho kungase kusebenze kahle kangangokuthi kuzothola ukuthandwa izinkulungwane kodwa akulethi muntu phansi.
Nokho, izinga lokuzibandakanya lingaba usizo ekunqumeni isibaluli. Uma ukwazi ukubona ukuthi yimiphi imikhondo eguquliwe esebenzisana nokuthunyelwe okuthile komphakathi, ungathola imininingwane yokuthi yikuphi okuqukethwe komphakathi okusekela kangcono uhambo lokuthenga lwezithameli zakho. Inkundla yokuzenzakalela yokumaketha ehlanganisa umsebenzi wenkundla yezokuxhumana ingakusiza ukuthi uhlole ukuthi isu lakho lezokuxhumana likuthuthukisa kanjani ukuguqulwa kwakho konke.
Isilinganiso se-MQL-to-SQL
Wonke lawa mamethrikhi asiza ukuxhumanisa umsebenzi wakho wokumaketha ekukhuleni kwakho kwemali engenayo. Kodwa ekugcineni kosuku, okubaluleke ngempela ukuthi bangaki abaholayo ababa ukuthengisa. Kungenxa yokuthi othile uhamba kuyo yonke ifaneli yakho futhi athuthukise imikhankaso yakho yokumaketha hhayi kusho ukuthi bazothenga.
Lokhu kuvame ukuba yinselelo kumabhizinisi asebenzisa ukumaketha okuqukethwe. Okuqukethwe kwabo kwenani eliphezulu kungase kuhehe “abakhahli bamathayi” abafuna izinkokhelo zamahhala hhayi okunye. Ngaphezu kwalokho, uma umkhankaso wakho wokumaketha uheha abaholi abangeke bakwazi ukukhokhela noma ukuzuza esixazululweni sebhizinisi lakho, uchithe isikhathi esiningi nemali mahhala.
Yilapho isilinganiso se-MQL-to-SQL singena khona. Yakho I-Marketing Qualified Leads (MQLs) yilabo abadlule kuyo yonke ifaneli yakho yokumaketha. Balande uzibuthe wakho oholayo, bajoyina uhlu lwakho lwamakheli, futhi bavule bachofoza kuma-imeyili akho. Nokho, lapho sebephumelele iphuzu elithile, kufanele baphinde bafaneleke.
I-Sales Qualified Leads (SQLs) yilabo asebekhulile futhi abakwazi ukuguqula. Banenjongo ecacile yokuthenga futhi babonise intshisekelo eqhubekayo ebhizinisini lakho. Eyakho ithimba labadayisi lingaxhumana nabo.
Ukuhlola ukuthi mangaki ama-MQL aphenduka ama-SQL kubalulekile ekuhloleni isu lakho lonke lokumaketha kwedijithali. Uma usebenzisa amathani emali ezinkundleni zokuxhumana nasemaphepheni amhlophe angaguquki, udala ama-MQL amaningi kakhulu angakwazi ukuthengiswa.
Futhi noma unama-SQL amaningi, kufanelekile ukuthi ucabangele ukuthi ungatshala malini emisebenzini engaphansi kwefaneli. Ukusetshenziswa kwemali ephezulu yomkhankaso kungase kungadingeki uma umkhondo wakho wamaphakathi nefaneli ushintsha kalula ube ama-SQL.
Ngokulinganisa isilinganiso sakho se-MQL-to-SQL, ungathola isithombe esicacile sokuthi ungayitshala kuphi imizamo yakho yokumaketha nokuthengisa. Isixazululo esihlanganisiwe sokumaketha/i-CRM esizenzakalelayo njenge-SharpSpring singalandelela amazinga omsebenzi nezindleko ezifanele endaweni ngayinye yefaneli, ekugcineni sikusize wenze izinqumo ezinolwazi.
Ukufaka phezulu
Usunakho: amamethrikhi okuthengisa abalulekile ayisikhombisa okufanele bonke abathengisi bawacabangele. Yize awekho kulawa mamethrikhi ahlinzeka ngomhlahlandlela ophelele ngawodwana, ndawonye akusiza ukuthi wakhe isithombe esiphelele sokusebenza kwecebo lakho.
