Inani Lokuphila Kwekhasimende ku-e-commerce: ukubala, amamethrikhi, nezishayeli zokukhula

  • I-CLV ikala inani lezomnotho elilethwa yikhasimende ngalinye futhi liqondise ukutshalwa kwezimali ku-CAC.
  • Izindlela zokubala: ifomula eyisisekelo, ukugcinwa/i-churn, amaqoqo kanye nokugeleza okunesaphulelo.
  • Ama-KPI angukhiye: I-CAC, ukugcinwa, i-NPS ne-CPS ukubeka kuqala amasegimenti enani eliphezulu.
  • Izileveli zokukhula: i-omnichannel, okubhaliselwe, ukubuyisela kalula, nokuthengisa/ukuthengisa.
Susana Maria Urbano Mateos

Imizuzu ye-5

Inani lempilo yekhasimende ku-e-commerce

inani lekhasimende-lokuphila konke

Inani Lokuphila Kwekhasimende Inani lemali elilindelekile nelibikezelwe ikhasimende elingalenza phakathi nobudlelwano balo nesitolo se-inthanethi, esixhunywe isiphakamiso senani yomkhiqizo. Ngokuyisisekelo, isibikezelo esilinganisa inzuzo yekhasimende.

Isimiso sePareto Ithola ukuthi emicimbini eminingi, cishe u-80% wemiphumela uvela ku-20% wezimbangela. Uma lesi simiso sisetshenziswa ku-e-commerce, sinayo 80% wemali engenayo kungabalelwa ku-20% wamakhasimende. Nakuba kuyiqiniso ukuthi amaphesenti aqondile angase angabi ngu-80/20, kuyiqiniso ukuthi amanye amaklayenti abaluleke kakhulu kunamanye.

Ngakho-ke, ukukhomba lawo makhasimende abalulekile kungaba yinzuzo kakhulu emabhizinisini e-e-commerce. Manje, ukucabangela ukubaluleka kwempilo yekhasimende kungashintsha indlela esicabanga ngayo mayelana ukutholwa komthengi, Ngokwesibonelo zuza amakhasimende nge-Facebook.

Esikhundleni sokucabanga ukuthi ungayithola kanjani inani elikhulu lamakhasimende nokuthi kungenziwa kanjani kushibhile, Inani lesikhathi sekhasimende lingasiza ukunquma indlela efanele yokwandisa izindleko amasu okutholwa ukuze kuzuzwe inani eliphezulu kunezindleko ezincane. Ngamasu okukhula, ungahlola ukuthi kanjani ukwandisa amakhasimende ifomu eliphumelelayo.

Ngaphansi kwe- isu lokunciphisa izindleko Ungase ucabange ukuthi inketho engcono kakhulu yileyo eshayela amakhasimende ngezindleko eziphansi kakhulu. Iqiniso liwukuthi izindleko zokutholwa kwekhasimende kuphela ingxenye yesibalo. Kuyafaneleka futhi ukucabangela ukuthi i- imali engenayo yokuphila konke evela kumakhasimende esiteshini ngasinye kungahluka.

Lapho ungabheki hhayi kuphela i- izindleko zokutholwa, kepha futhi inani elilethwa yikhasimende ebhizinisini, isu lokutholwa lingalungiswa futhi ukuletha imiphumela engcono ngemali encane.

Liyini I-Customer Lifetime Value (CLV) ku-ecommerce?

okuqukethwe mayelana nenani lokuphila kwekhasimende

I-CLV, LTV noma inani lempilo yekhasimende Isilinganiso senzuzo ikhasimende elizoyikhiqiza phakathi nobudlelwano balo nomkhiqizo. Ingabalwa kuqhubeke imali noma, ngokuqinile, kuvuliwe imajini izindleko zezaphulelo (zokuthengisa, ezokuthutha, inkonzo yamakhasimende kanye nezimbuyiselo). Le metric guides malini ukutshala ku-CAC, okuyizingxenye okufanele zibekwe phambili futhi iziphi iziteshi ezikala ngendlela enenzuzo.

I-CLV isiza futhi ukunquma isabelomali ngokuthi esitolo: ukuthuthukiswa komkhiqizo (ukulungiswa kwesiphakamiso senani), ukumaketha (ukwabiwa kwebhidi nokuthumela imiyalezo), ukuthengisa (ukugxila kuma-akhawunti amanani aphezulu) kanye isipiliyoni samakhasimende (amazinga wesevisi ngesegimenti).

Ibalwa kanjani i-CLV: izindlela, amafomula, nezibonelo

Indlela eyisisekelo (esheshayo): I-CLV = Ithikithi Elimaphakathi × Imvamisa Yonyaka × Iminyaka Yobudlelwano × I-Margin − CAC. Iwusizo ekulinganisweni kokuqala kwesabelomali nokuqinisekisa.

Isibonelo esiyinkomba: Uma isilinganiso sethikithi singu-€40, imvamisa kungukuthenga okungu-15/ngonyaka, ubudlelwano yiminyaka emi-4, bese umkhawulo ungu-45%, bese kuba yisamba se-CLV = 40 × 15 × 4 × 0,45 = €1.080. Uma i-CAC ingu-€120, ingqikithi ye-CLV ≈ 960 €. Leli nani lichaza i- utshalomali cap ngekhasimende lesikhathi eside.

Imodeli yokugcina: Ukuphila kwekhasimende ≈ 1 / (1 − ukugcinwa). Nge-ARPU nemajini, i-CLV ≈ (ARPU × imajini) / churn. Inikeza umbono wokusimama uma kukhona ukuphindaphinda; ukwenza ngcono ukugcinwa, kuyancomeka ukuthi ubuyekeze ukunakekelwa kanye nenkonzo ngokusho iseluleko esiwusizo.

Ukuhlaziywa kweqembu: Qoqa amakhasimende ngenyanga yokubhalisa futhi ubheke awo ukugcinwa, izindleko kanye nokuphindaphinda ngokuhamba kwesikhathi. Ikuvumela ukuthi ubone ukuthi yimiphi imikhankaso, iminikelo, noma iziteshi eziletha amakhasimende amanani aphezulu kunesilinganiso.

Ukugeleza kwemali okunesaphulelo: Imali engenayo yephrojekthi kanye nezindleko ngesikhathi futhi isaphulelo kuzo inani lamanjeInconyelwe i-e-commerce enethrafikhi ephezulu evelayo noma okubhaliselwe.

Amamethrikhi angukhiye athinta i-CLV

  • I-ACC: utshalomali ekutholeni ikhasimende. Uma i-CAC > CLV, imodeli ayinakusimama.
  • Ukugcinwa kanye nokuguqulwa: ukuthuthukiswa okuncane ekugcineni phindaphinda i-CLV.
  • I-NPS: I-NPS = % Abathuthukisi − % Abanciphisi. Ihambisana nokuphindaphinda kanye ukudluliselwa.
  • I-CPS (Isikolo Senzuzo Yekhasimende): (Imali engenayo − Izindleko) / Izindleko zokuhlonza amakhasimende anenzuzo.

Isicelo esiwusizo: ukuhlukaniswa kanye nokwenza kusebenze

Ingxenye nge I-CLV yamanje nelindelekile ukwenza amanani ngokwezifiso, okunikezwayo kanye inkonzo kuqalaEkumaketheni okuzenzakalelayo, izinkundla eziningi zilinganisela i-CLV uma ikhona umlando owanele, ukubala kabusha nyanga zonke nangemva kokuthenga ngakunye ukuze uvule ukugeleza kwemali upsell, cross-sell kanye nokwenza kusebenze futhi.

Amasu okwandisa i-CLV

  • Umuzwa ongena-frictionless: I-Agile UX, ukuphuma okucacile kanye ukulethwa okuthembekile ukwandisa ukuphindaphinda.
  • Ukusekelwa kwesiteshi sonke: I-imeyili engaguquki, ingxoxo, inethiwekhi, kanye nokuzisiza wena kunciphisa ukuxhumana okuphindaphindiwe futhi abaleke.
  • Okubhaliselwe nokugcwaliswa kabusha: imali okuphindaphindekayo nokubikezelwayo ngezinzuzo ezikhethekile.
  • Ukubuyisela okulula: Izinqubomgomo ezicacile nezisheshayo zisusa izithiyo phinda ukuthenga.
  • Upsell and cross-sell: guqula imikhondo kanye nezincomo ezifanele ziphakamisa ithikithi eliphakathi.
  • Izinhlelo zokwethembeka nezokudlala: amaphuzu, amazinga kanye nemivuzo kuyakhuthaza gqugquzela amakhasimende ukukhulisa i- imvamisa kanye nokudluliselwa.
  • Imfundo yomkhiqizo nokuqukethwe: okuqukethwe okuqukethwe njengoba kwanda okokufundisa neziqondiso ukuzethemba nokusebenzisa.
  • Ukwenziwa kusebenze kabusha kwe-dormant: izikhuthazo kanye nemiyalezo yomuntu siqu kumakhasimende asengozini ukungasebenzi noma ukululama.

Amaphutha avamile nangokoqobo

  • Ukulinganisa izindleko: ihlanganisa izinto, ukwesekwa kanye nembuyiselo noma i-CLV izoba igcwale umoya.
  • Amawindi amafushane: Ukulinganisa izinyanga ezimbalwa kuphela kuhlanekezela vida media.
  • Ziba ukuhlukaniswa: I-CLV ihlukahluka kuye isiteshi, isigaba neqembu.
  • Ungabuyekezi: Amanani, ukukhushulwa kanye nemikhuba iyashintsha; i-CLV kufanele bala kabusha.

Ukuhlanganisa i-CLV ekwenzeni izinqumo kukuvumela ukuthi utshale imali eningi lapho ikhasimende likhona enenzuzo ngokwesakhiwo, beka phambili isipiliyoni esinweba ubudlelwano kanye nemikhankaso yokuklama ekhuphula inani eliphelele lekhasimende ngalinye, hhayi nje ukuguqulwa okusheshayo. Ngaphezu kwalokho, sebenzisa ngokunenzuzo i- ukubuyekezwa kwamakhasimende kusiza ukwandisa ukuzethemba nokuphindaphinda.

I-athikili ehlobene:
Ngubani ikhasimende langempela le-ecommerce?