Ukuhambisana ne-jargon yokumaketha kungazizwa njengomsebenzi wesikhathi esigcwele njengoba amathuluzi namasu ephinda aqanjwe kabusha kubonakala sengathi ngaso sonke isikhathi. Njengesibonelo, kule bhulogi sizobe sikhuluma ngokumaketha kokukhula - kepha ungahle ujwayelane nalo mqondo obizwa ngokuthi "ukugenca ukukhula" noma okufana nalokho.
Cishe ngenxa yokuthi igama elithi "ukugenca" linencazelo engeyona enhle kangako, abathengisi bahlanganise isimemezelo sokukhulisa ibinzana ukuze babhekise kumasu agxila kakhulu kumthamo wemikhondo emisha nokuningi kumthamo wokuthengiswa okuphindwayo. Kungenzeka ukuthi usulizwile igama lokuthi ukumaketha kokukhula kokuphonswa nxazonke njengecebo elilodwa lokusiza ukuqhubekisela phambili ibhizinisi lakho ngokukhangisa, kepha kusho ukuthini empeleni? Futhi kufanele ungeze ukumaketha okukhulayo isu lakho lebhizinisi kulo nyaka? Kungani ungaqhubeki ufunda ukuze uthole!
Eminyakeni embalwa edlule ukumaketha kokukhula kusizile uku chaza kabusha umgomo wokumaketha. Esikhathini esedlule, amaqembu wokumaketha abekade egxile kakhulu phezulu kwe- i-funnel futhi uhole isizukulwane. Abakhangisi bazame ukukhipha imikhondo emisha ngangokunokwenzeka, nayo ebeke ukuthi yimaphi amamethrikhi abawabheka “njengaphumelele” ngamabhizinisi amaningi abheke njalo ukukhulisa inani lawo eliphelele lokuhola okusha inyanga nenyanga.
Lapho ukumaketha okuningi kugxila phezulu kufaneli, ukumaketha kokukhula kudinga ukungena ngokujulile kulo lonke uphondo. Yilapho izinkampani zingagxila ohambweni lwamakhasimende futhi zithole indawo yokwenza ngcono namathuba wokuthengisa kabusha endleleni. Sonke siyazi ukuthi kulula ukuguqula ikhasimende langaphambilini libe ukuthengisa okusha kunalokho ukuguqula imikhondo emisha futhi, enhliziyweni yalo, yilokho ukumaketha okukhulayo okuphathelene nakho.
Ngokushintsha isu lokugxila kakhulu ekukhangiseni okukhulayo, amabhizinisi angabona ukwanda okukhulu kwamazinga abo okugcina nasekuthengiseni okubuyayo. Awukaqiniseki okwamanje? Bheka nje izibalo:
- Ukuthola ikhasimende elisha kungabiza izikhathi ezinhlanu ngaphezu kokugcina ikhasimende elivele likhona.
- Ukwandisa Ukugcinwa kwamakhasimende ngo-5% kungakhuphula inzuzo ngo-25-95%.
- Izinga lempumelelo lokuthengisela ikhasimende lamanje yileli 60-70%, Ngenkathi izinga lokuphumelela lokuthengisa ikhasimende elisha lingu-5-20%.
Ungakwengeza Kanjani Ukumaketha Kwamasu Akho Wamanje
Cishe ucabanga ukuthi “Kuhle, kodwa hlobo luni lokujikisa engizolwenza neqembu lami lokumaketha ukwenza lokhu kwenzeke?” Izindaba ezinhle mhlawumbe aziziningi! Iningi lamaqembu wokumaketha selivele linamathuluzi namakhono adinga ukuqala ukushintshela kokugxile ekukhuleni.
Umehluko wangempela phakathi kokumaketha kokukhula nokuphuma (noma olunye uhlobo) lokumaketha kugxilwe kukho. Ukushintshela kusu lokumaketha lokukhula, isinyathelo sokuqala esibalulekile ukubuyekeza imikhankaso yakho bese ubeka imigomo emisha. Iningi lemizamo yokumaketha ligxila enanini eliphelele lemikhombandlela futhi lishayela kakhulu liholela phezulu kofanele futhi, kaningi, likushaye indiva ngokuphelele okwenzekayo kulowo oholayo lapho beqala ukusebenza ngendlela yabo yokuthengisa.
Ukungeza isu lokukhula kudinga ukubuyela emuva kusuka ekuholeni ukubheka lonke uhambo lwamakhasimende futhi uthole ukuthuthuka namathuba we-upsell. Ukwenza lokhu, abathengisi bokukhula babheka isethi ye- amamethrikhi abizwa nge-AAARRR (okubizwa nangokuthi ama-pirate metrics) amele Ukuqwashisa, Ukutholwa, Ukwenza kusebenze, Imali Engenayo, Ukugcinwa kanye Nokudluliselwa.
Ukuqwashisa imethrikhi esitshela ukuthi abantu bajwayelene kanjani nomkhiqizo noma umkhiqizo wakho. Ukuqonda kangcono lokho, amaqembu okukhula angagxila ezintweni ezinjengezinhlolovo ezinhlwini ze-imeyili, ukuvota eziteshini zemithombo yezokuxhumana, noma ukuthumela imibuzo ku-inthanethi ukukala ukuqonda kwabathengi.
Ukuzuza imethrikhi okungenzeka ukuthi uyijwayele kakhulu. Le metric isitshela ukuthi sithola ngokushesha kanjani imikhondo emisha. Imvamisa izinkampani zibheka izinombolo zokutholwa kwemikhankaso ethile kepha hhayi inkampani iyonke. Ukubuyekeza le metric kungasiza ukukhombisa ukusebenza kwemikhankaso ehlukahlukene futhi kukhombise lapho amabhajethi adinga ukuqondiswa khona kabusha. Ithimba lokukhula lizobheka izinombolo zokutholwa nezokuguqulwa ukwenza ama-tweaks ukukhulisa njalo inani labantu eliguquka libe amakhasimende.
Ukuqalisa kwenza abantu basebenzise umkhiqizo noma insizakalo abayithenga kakhulu noma ngokushesha okukhulu. Kubalulekile ukwazi ukuthi amakhasimende akho awusebenzisa kanjani umkhiqizo wakho. Isibonelo, uma inkampani yohlelo lokusebenza ingalokothi ilinganise izinombolo zayo zokwenza kusebenze, zingaba zinhle ekutholeni amakhasimende amasha kepha uma lawo makhasimende engakwazi ukuthola ukuthi angalusebenzisa kanjani uhlelo lokusebenza futhi awe enkampanini ngeke abe nenombolo ephezulu yabasebenzisi abasebenzayo. Amaqembu okukhula azosebenza lapha ukuqinisekisa ukuthi izinombolo zokwenza kusebenze zihlala phezulu ngokuhlola izinqubo ezintsha zokugibela noma okokufundisa kohlelo lokusebenza.
Imali engenayo imethrikhi okufanele wonke amaqembu wokumaketha abheke kuyo. Ukuqonda ukuthi amadola akho wokumaketha anikela kanjani emugqeni kubaluleke kakhulu. Amaqembu okukhula ngeke agxile kuphela ekukhuleni kwemali engenayo inyanga nenyanga kepha futhi abheke amathuba wokukhuphula amathuba nokuthi angawagcina kanjani abathengi bamanje bethenga.
Ukugcinwa imethrikhi elandelela ukuthi amakhasimende akho ahlala isikhathi esingakanani. Lokhu kugxilwe kakhulu emaqenjini okukhula. Lapha yilapho bengathola khona ukwenza ngcono ukwenza ulwazi lwekhasimende lube ngcono. Lokhu kungabandakanya ukusebenzisa iziphakamiso zamakhasimende, ukunikela okokufundisa okusiza amakhasimende ukuthola izici ezingasetshenzisiwe, kubonisa indlela entsha yokusebenzisa umkhiqizo oyintandokazi, nokunye okuningi.
Ukudluliselwa impela ibhizinisi lemethrikhi kakhulu lingajabula kakhulu ukubona likhula unyaka nonyaka. Lona ngumsebenzi weqembu lakho lokumaketha ukukhula! Amabhizinisi amaningi angathanda ukubona ukuhanjiswa okuningi kepha angachithi isikhathi noma umzamo esebenza kuhlelo lokudlulisela. Lokho kungaba ukugxila kwethimba lezentengiso. Umsebenzi wabo kungaba ukuhlola izikhuthazi ukubona ukuthi yini ephumelela kakhulu ekuthumeleni nasekuqaliseni izikhuthazo ezintsha ukudala amathuba amaningi.
Kalula nje, isinyathelo sokuqala sokuqalisa ukumaketha kokukhula ukuguqula ukugxila kulawa maphuzu wedatha, uqale ukuhlaziya ukuthi amaphuzu obuhlungu akuphi, bese uqala ukuhlola ukuhambisa lawa mamethrikhi ngendlela efanele.
Yini iplatifomu yokukhulisa ukukhula?
Ukuba namathuluzi afanele okusiza ukwenza noma yimaphi amasu okukhula nakho kuyasiza kakhulu! Njengoba ukumaketha kokukhula kudinga ukuhlaziywa kwedatha nokuhlolwa okuningi, ukuba namathuluzi enza lokho kube lula kuzosiza ekwenzeni imizamo yokumaketha iphumelele futhi kube lula ukuyisebenzisa.
Isiteji esihle sokumaketha sokukhula sizoba yipulatifomu eyenzelwe wonke umuntu enamakhono amakhulu wokuhlaziya, ukuhlela imithombo yezokuxhumana, ukudala ikhasi elisha lokufika, kanye ne-imeyili ezishintshayo ukuqala. Ngokuya ngezidingo zebhizinisi lakho, ungahle ufune ukubheka imephu yokushisa nokuhlolwa kwe-A / B nakho. Empeleni, i ithuluzi lokuzenzakalela le-in-one kuzoba ukhiye ekuhlanganiseni ndawonye wonke amaphuzu wedatha kuyadingeka ukuhlola nokwenza okuhle.
Ingabe ukumaketha kokukhula kulungile ebhizinisini lami?
Kafushane nje, amaqembu okukhula anikwe umsebenzi wokwenza isipiliyoni samakhasimende sibe mnandi ngangokunokwenzeka ukuze amakhasimende akho aqhubeke nokuba ngamanxusa emikhiqizo yakho amahle kakhulu. Inhloso yamaqembu okukhula ukwandisa ulwazi lomkhiqizo ukuze amakhasimende aqhubeke akhulume ngenkampani yakho futhi aqhubeke nokuthenga okuningi. Ingabe lokho kuyinto noma yiliphi ibhizinisi okufanele lingakunaki? Asicabangi!
