Uma ungabaqondi ngempela abantu abavakashela isitolo sakho esiku-inthanethi, konke kuzoba nzima kakhulu. Udinga ukuqonda indlela abaziphatha ngayo , izisusa zabo lapho bethenga, kanye nokulindela abanakho ngokusekelwe kokuhlangenwe nakho kwabo kwangaphambilini kanye nezintandokazi zabo. Konke lokhu kubalulekile ukuze ubazuze ngolwazi lokuthenga oluyiqiniso noluvelele olukuhlukanisa nanoma iyiphi enye inketho ngokuchofoza nje.
Ukuqonda umthengi wedijithali kanye nendlela yakhe entsha yokunquma
I-e-commerce isibe ithuluzi eliyinhloko lemikhiqizo nezinkampani ukuxhumana nabathengi babo bonke ubudala nezizinda. Abathengi banamuhla basebenza kuwo wonke umzila : bacwaninga ku-inthanethi, baqhathanisa amanani ezimakethe, bafunda izibuyekezo, bathintane nezinkundla zokuxhumana, futhi ekugcineni bangase bathenge kokubili ku-inthanethi nasezitolo ezibonakalayo. Impi yokubanqoba iqala isikhathi eside ngaphambi kokuchofoza.
Ngakho-ke, ngaphezu kokuthuthukisa isitolo sakho esiku-inthanethi, udinga ukuhlakulela ukuba khona komkhiqizo wakho kuyo yonke indawo yedijithali: ukuvela ezinjinini zokusesha, ukwakha ukwethembana ngokubuyekezwa, ukuphatha ukuba khona kwakho ezinkundleni zokuxhumana, nokugcina umyalezo ohambisanayo kuzo zonke izindawo zokuthinta. Kungale ndlela kuphela lapho uzoba yingxenye yemikhuba yokuthenga ku-inthanethi yamakhasimende akho angaba khona futhi unciphise amathuba okuthi akhethe umncintiswano ngokusekelwe kuphela entengo.
Ulwazi olunikezayo kumele lube nemininingwane, lusesikhathini , ludingekile, futhi lufanele ukuthengwa okuphumelelayo. Uhlu lwemikhiqizo kumele lube nokuqukethwe okubalulekile : izincazelo ezicacile, izinzuzo ezichazwe ngolimi olulula, imininingwane ephelele yobuchwepheshe, izithombe ezisezingeni eliphezulu ezingasondezwa , iziqondiso zosayizi ezinembile lapho kufanele khona, futhi, okubaluleke kakhulu, izibuyekezo ezivela kwabanye abathengi ukusiza ukulinganisa okulindelwe nokwakha ukwethembana.
Akukho zinkinga enkambisweni yokuthenga. Ukwenza lula kanye nokulula kuyisu kuzo zonke izici zesitolo. Ukuthenga ku-inthanethi kumele kube lula futhi kungabi nazihibe : ukuzulazula okunembile, izihlungi ngentengo, usayizi, isigaba, noma isilinganiso, inqola yokuthenga ehlala ibonakala, izindleko eziphelele zicacile kusukela ekuqaleni, kanye nezindlela ezahlukene zokukhokha (ikhadi, izikhwama zemali zedijithali ezifana ne-PayPal noma i-Apple Pay, ngisho nezixazululo ezifana ne-Bizum uma kungenzeka).
Dala isipiliyoni sokuthenga esithinta kusukela ekuqaleni kuze kube sekugcineni
Ukuyenga umthengi kwezentengiselwano ze-e kusho ukuqonda ukuthi lonke ulwazi lubalulekile njengomkhiqizo uqobo. Kusukela embonweni wokuqala wewebhusayithi yakho kuya ekulethweni kanye nanoma yikuphi ukubuyiselwa okungenzeka, yonke imininingwane iyanezela noma inciphise ulwazi oluphelele.
Izifundo zokuziphatha kanye nokumaketha kwe-neuromarketing zibonisa ukuthi isinqumo sokuthenga senziwa ngemizuzwana embalwa nje nokuthi ingxenye enkulu yaleso sinqumo ingokomzwelo futhi ingokwemvelo . Abathengi baxhumana nemikhiqizo emazingeni amathathu: okunengqondo (bangakwazi ukuyikhokhela), okungokomzwelo (kubenza bazizwe bengcono), kanye nokungokwemvelo (bayakufuna manje). Isitolo sakho kumele sisebenze kulezi zigaba ezintathu: ukubonisa inani elicacile , ukuvusa isifiso , nokuveza ukuzethemba.
Ukuze ufeze lokhu, hlanganisa izinto ezisebenzayo (ukusetshenziswa, isivinini, ukucaca kwentengo) nezinto ezithinta imizwa (izindaba zomkhiqizo, izithombe eziphefumulelayo, ubufakazi) kanye nezimpawu zokuphepha (izitifiketi, izinqubomgomo ezisobala, ukubuyekezwa okuqinisekisiwe). Konke ongakwengeza ngobuhlakani kanye nokugxila ekusebenzeni kahle kuzofaka isandla ekuhlangenwe nakho okuhle kokuthenga, kukhange amakhasimende esitolo sakho, kuqinisekise ukuthi bayakukhumbula, futhi kubakhuthaze ukuthi babuye.
Amakhasimende kumele anakekelwe kahle ngesikhathi sokuthenga nangemva kokuthenga. Uma ukhohlwa ngabo ngemva kokuthenga okuthile, ngeke wakhe ukwethembeka. Tshala imali ekugxileni ensizeni yangemva kokuthengisa; phendula ngokushesha imibuzo noma izikhalazo . Insizakalo enhle yangemva kokuthengisa izokuvumela ukuthi wandise ibhizinisi eliphindaphindwayo, wakhe ukwethembeka kwamakhasimende, futhi ubanikeze ubudlelwano obuphelele, obucebisayo, nobuqondene nomuntu siqu nomkhiqizo wakho.
Iziteshi zokuxhumana ze-Omnichannel kanye nesevisi yamakhasimende
Amakhasimende anamuhla alindele ukuxhumana kwe-omnichannel : afuna ukukwazi ukuxhumana nawe ngesiteshi asithandayo futhi athole impendulo esheshayo neqhubekayo kubo bonke. Kufanele ube neziteshi zokuxhumana ezifanele : imigqa yocingo etholakalayo ngezikhathi ezithile, izimpendulo ze-imeyili, ukwesekwa kwengxoxo, imiyalezo esheshayo, kanye nezinye izinketho ezitholakalayo. Uma unikeza amahora amaningi anwetshiwe, kuba ngcono, uma nje eqinisekisa ikhwalithi kanye nesivinini sempendulo.
Ukuba khona nje eziteshini eziningi akwanele; ulwazi kumele luhlanganiswe ukuze amakhasimende angaphindi icala lawo izikhathi eziningi futhi ulwazi lulula. Ukuphatha izitolo eziku-inthanethi, izimakethe, kanye nezinkundla zokuxhumana ngesikhathi esisodwa kudinga amathuluzi (njenge-CRM noma abahlanganisi bemiyalezo) avimbela ukubambezeleka kanye nezimpendulo ezingqubuzanayo, enye yezimbangela ezinkulu zokungabi nolwazi oluhle kumakhasimende.
Ngaphambi kokuthenga, ukuxhumana okuhle kusiza ekuxazululeni ukungabaza okubalulekile futhi kunciphise ukushiywa kwenqola yokuthenga, ikakhulukazi emikhiqizweni enentengo ephezulu noma eyinkimbinkimbi kakhulu. Ngesikhathi sokuthenga, ukwesekwa (ingxoxo, imibuzo ebuzwa njalo ecacile, amathuluzi okuqhathanisa angaphakathi) kunikeza isiqinisekiso. Ngemva kokuthenga, isivinini kanye nozwela ekusingatheni izinkinga, ukubuyiselwa kwemali, noma imibuzo yokusetshenziswa kwenza umehluko phakathi komthengi okhungathekile kanye nekhasimende elithembekile.
Ezimakethe, izidingo zinkulu nakakhulu: ngokuvamile zibeka izikhathi zokuphendula eziphezulu , zilandelela izikhalazo kanye nokubuyiselwa kwemali, futhi zijezise abathengisi abanganaki ulwazi lwamakhasimende. Noma ngabe i-oda lenziwe ngomlamuleli, umbono wokugcina usekelwe kumkhiqizo wakho . Yingakho kubalulekile ukuphendula ngokushesha, mathupha, futhi ugxile ezixazululweni.
Ukuthunyelwa kwezinto, ukupakisha kanye nokucaca: izihluthulelo zokuthembana
Letha imikhiqizo yakho ngephakheji ehlukile . Kufanele ihluke ngandlela thile, ibonise isitayela sakho. Umbono wokuqala lapho uthola ukuthenga ubalulekile. Ukuvula ibhokisi okuklanywe kahle kuthuthukisa injabulo yokuthenga, kwandisa amathuba okubuyekezwa okuhle, futhi kungakhuthaza amakhasimende ukuthi abelane ngolwazi lwawo ezinkundleni zokuxhumana.
Izinto zokuthutha ziyindaba enkulu: ukubambezeleka, amaphakheji alimele, imikhiqizo engalungile, noma imikhawulo yobuningi engenangqondo kungaholela kokuhlangenwe nakho okungekuhle kwamakhasimende. Ukuthunyelwa kwakho kumele kusheshe, kuthembeke, futhi kulungiselelwe lokho umthengi afuna ukukuthenga ngempela, kunikeze izinketho ezahlukahlukene: ukulethwa okujwayelekile okungabizi, izinketho ezisheshayo, ukulethwa okuhleliwe, kanye nolwazi lokulandelela olucacile.
Ungalokothi unikeze lokho ongakwazi ukukuletha . Khuluma ngokucacile, ucacise, futhi uqonde kusukela ekuqaleni. Ungamangazi amakhasimende ngezindleko ezengeziwe ezingalindelekile; njalo unikeze amanani angokoqobo, okuhlanganisa ukuthunyelwa, intela, kanye nezinye izimali. Intengo ihlala iyisisusa esiyinhloko kwezentengiselwano ze-e, kodwa inqubomgomo yokuthunyelwa noma yokubuyiselwa kwemali embi ingaxosha amakhasimende, noma ngabe intengo yakho ingcono kakhulu.
Izinqubomgomo zokubuyisa impahla zingenye into ebalulekile. Abathengi abaningi bayakwazisa kakhulu ukubuyiselwa kwemali okulula nokukhululekile futhi bazoyeka ukuthenga kwabo uma imithetho idida noma ivimbela kakhulu. Chaza inqubomgomo ecacile, ebonakalayo, nelula: izinsuku zokugcina, inqubo, ukuthi ubani othwala izindleko, nokuthi imbuyiselo ikhishwa kanjani.
Ukwethembeka kwamakhasimende, ukukhushulwa, kanye nokudalwa kwenani lomkhiqizo
Ukuncintisana kuyaqhubeka futhi kuzoqhubeka nokuba kubi, ngakho-ke akwanele ukwenza ukuthengisa kanye kuphela: kufanele wakhe ukwethembeka kwamakhasimende amaningi ngangokunokwenzeka . Qalisa imikhankaso, umemezele ukuthengisa kusenesikhathi, unikeze ukuthunyelwa kwamahhala ngezikhathi ezithile, futhi unikeze amakhuphoni esaphulelo aqondiswe kahle. Ukukhushulwa kuyithuluzi elinamandla kwezentengiselwano ze-e-commerce: ingxenye enkulu yokuthenga ku-inthanethi yenziwa ngohlobo oluthile lwesipho, kodwa kubalulekile ukukusebenzisa ngendlela efanele ukuheha nokugcina amakhasimende, hhayi nje ukunciphisa inzuzo ngokungenanjongo.
Ukuthuthukisa ukuhlukaniswa komkhiqizo kunciphisa ukuthambekela komthengi ngentengo ephansi kakhulu. Uma ubuwena bakho buhlukile, isiphakamiso sakho senani sicacile, futhi isevisi yakho ingcono kakhulu, abasebenzisi ngeke bazwele kakhulu umehluko wamanani amancane. Ukuze ufeze lokhu, hlanganisa okuqukethwe kwekhwalithi (okuthunyelwe kwebhulogi, iziqondiso, amavidiyo), ukuba khona okuqinile ezinkundleni zokuxhumana, ukumaketha kwabathonya okuhambisana nezindinganiso zakho, kanye nesitayela sokuxhumana esiqhubekayo.
Ukuvuselela iwebhusayithi yakho ngokuqukethwe okusha kuwukutshalwa kwezimali ekubonakaleni nasekuthembeni. Noma yimiphi imikhiqizo noma ulwazi olusha kufanele luboniswe ngokushesha okukhulu, luhambisane nezincazelo eziqokomisa izinzuzo, ukusetshenziswa, kanye nendlela ezihambisana ngayo nezidingo zangempela zomthengi. Ngaphezu kwalokho, ukusebenzisa ukumaketha nge-imeyili ngobuhlakani kukuvumela ukuthi ugcine ukuxhumana okuvamile, okungaphazamisi, wabelane ngezibuyekezo, futhi ukhulise ubudlelwano besikhathi eside.
Kumelwe ufeze izithembiso zakho; ngaphandle kwalokho, ungazivezi njengeqiniso, ngoba ekugcineni ikhasimende lizozibona njengamanga, zilimaze idumela lakho futhi ngokuvamile lilimaze ulwazi lwekhasimende ngendlela engenakulungiswa.
Esimweni lapho ukuhweba nge-e-commerce kukhula khona futhi abathengi befuna izinto eziningi, ukuyenga umthengi ku-e-commerce yakho kusho ukunakekela yonke imizuzu yohambo: ukuqonda izisusa zabo, ukunikeza ulwazi olungenaphutha, ukwenza impilo yabo ibe lula, ukuphendula ngomusa lapho kukhona okungahambi kahle, nokwakha uhlobo lomkhiqizo okufanele luthenjwe ngisho noma ungeyona inketho eshibhile.