Ukuqonda ini imele Ukuguqulwa Kwezinga LokuguqulwaOkokuqala, kufanele uqale ngokuchaza ukuthi yini ukuguqulwa. Uma sikhuluma ngokuguqulwa sisho inqubo lapho isivakashi kuwebhusayithi sithatha isenzo ofuna basithathe.
Lesi senzo singaba bhalisela i-imeyili newsletter, dala i-akhawunti enegama lomsebenzisi nephasiwedi, thenga, landa uhlelo lokusebenza, noma enye into ngokuphelele. Noma ngabe yisiphi isenzo ofuna ukuthi izivakashi zakho noma abathengi abangaba khona basithathe, lesi senzo yiso esizolinganiswa nokuthi yini esetshenziswayo.
Kunezici eziningana ezihlotshaniswa ne- ukuguqulwa kwesilinganiso sokuguqulwa, kufaka phakathi, isibonelo, ukuthi kuyindlela ehlelekile nehlelekile ehlose thuthukisa ukusebenza kwewebhusayithi yakho.
Kubuye kubhekwe ukuthi kwakhiwe ngemicabango, ikakhulukazi ye- ukuhlaziywa nokuphawula komsebenzisi. Kuyinqubo futhi echazwe yizinhloso nezidingo ezihlukile zewebhusayithi, lapho ithrafikhi osuvele unayo ithathwa futhi yasetshenziswa kakhulu kuyo.
Kubaluleke ngokulinganayo cacisa lokho kusebenza kwezinga lokuguqulwa Akufanele kwenziwe ngesisekelo sokucabanga, ukuzingela, noma okwenziwa abanye. Okufunwa ukuthuthukisa isilinganiso sokuguqulwa inani eliphelele lokuguqulwa.
Lokho wukuthi, inani labantu abenze lokho kuchazwa njengokuguqulwa. Ukuthola ifayela le- isilinganiso sokuguqulwa kufanele sihlukaniswe ngenani eliphelele lokuguqulwa ngenhla ngenani labavakashi besiza. Isibonelo, isiza esinezivakashi ezingama-5000 nokuguqulwa okungu-50 sinezinga lokuguqulwa elingu-1%.
I- isikhathi abantu abasichitha kusayithi, izinga lokuphuma, kanye nesilinganiso sokuvakasha ekhasini. Ukuze uwulungiselele, kufanele ugweme ukwenza izinkomba zonyaka othile ukuze wenze okuqukethwe kuhlale kuluhlaza ngangokunokwenzeka. Ngaphezu kwalokho, ngizokunikeza uhlu lwamafayela e-JSON amaningana avela kumawebhusayithi esiqhudelana naye akleliswe kangcono ku-Google ngegama elithi "ukuthuthukiswa kwezinga lokuguqulwa" nokuqukethwe kwawo:
Imiqondo engukhiye nesibalo sezinga lokuguqulwa
La I-CRO inqubo yokuthuthukisa umuzwa yewebhusayithi yakho noma ikhasi lokufikela ukuze uthole izivakashi eziningi ezizothatha isenzo osifunayo. Ifomula ebalulekile ithi: Izinga Lokuguqulwa = (Ukuguqulwa / Izivakashi) × 100Indlela ephumelelayo iqala ngokuqonda ukala siphi isenzo (ukuthenga, ukubhaliswa, ukulanda) futhi kwenzeka ngasiphi isikhathi kufaneli.
Ngokungeziwe kumethrikhi eyinhloko, kufanelekile ukulandela ukugxuma, isikhathi ekhasini kanye nokujula kweseshini ukuze kulungiswe ukusebenza kwesifanekiso ngasinye nomthombo wethrafikhi.
Ukuguqulwa kwama-micro kanye nama-macro
Ukuguqulwa kokugcina (macro) kuvame ukundulelwa ngu ama-microactions abalulekile: buka izintengo, engeza ekalishini, qala ukuphuma, buka ividiyo noma gcina umkhiqizo. Ku eCommerce, ukuthuthukisa okuthi "engeza enqoleni" noma "qala ukuphuma" kubaluleke kakhulu njenge-oda ngokwalo. Ku I-SaaS/B2BUkuhlaziya ukuvakasha kwentengo, okubhaliselwe kwencwadi yezindaba, noma izicelo zedemo kukuvumela ukuthi uthole izingqinamba ngaphambi kokukhokhela ukubhalisa.
Izinzuzo ze-CRO namamethrikhi abalulekile
Uhlelo lwe-CRO oluvuthiwe luyashayela imali engenayo ekhuphukayo, kunciphisa i izindleko ngokutholwa ngakunye, Kuthuthukisa ulwazi lomsebenzisi futhi ithuthukisa SEO ngokunciphisa izinga lokugxuma kanye nokwandisa ukuzibandakanya. Beka eqhulwini izinkomba ezifana I-CTA CTR, izinga lokugcwaliswa kwefomu, ukushiywa kwenqola, namafaneli ngedivayisi/ngesiteshi.
Isinyathelo ngesinyathelo inqubo ye-CRO
1) Ucwaningo
Kuhlanganisa idatha yobuningi (imithombo, gxuma, ukuguqulwa ngesifanekiso) nge qualitative (okuqoshiwe nezinhlolovo) ukwembula ukungqubuzana nezisusa.
2) I-hypothesis
Bhala imibono ecacile nge ushintsho oluhlongozwayo, imethrikhi eqondiwe y i-razón (“Ukwengeza ubufakazi bokuxhumana nabantu ohlwini kuzonyusa 'ukwengeza ikalishi' ngoba kunciphisa ukungaqiniseki").
3) Ukubeka phambili
Faka izinhlaka ezifana I-PIE (Amandla, Umthelela, Kalula) uku-oda ukuthi yikuphi ukuhlolwa okuza kuqala ngokusekelwe kulokho okunamandla, umthelela kanye nokulula.
4) Ukuhlola
Isebenza nge Ukuhlolwa kwe-A/B noma i-multivariate, ukuhlukanisa ithrafikhi phakathi kokulawula nokuhlukile nokulinda ukubaluleka kwezibalo.
5) Ukufunda
Imiphumela yombhalo kanye izindleko/inzuzoUkuhlola "okuhlulekile" okokufaka kokucwengisiswa kwemibono nokuhlukanisa.
Izindlela ezihamba phambili zamaqhinga ezikhulisa ukuguqulwa
- Sula imilayezo kanye nesiphakamiso senani elibonakalayo ngaphezulu kokugoqa, kugqanyiswe i-CTA eyinhloko.
- Isivinini kanye ne-Core UX: cindezela izithombe, inqolobane, ukunciphisa izinsiza, ukuvilapha kanye ne-CDN.
- Amafomu angasindi: Izinkambu ezibalulekile kuphela, ukuqinisekiswa okungaphakathi komugqa kanye nomklamo wekholomu eyodwa.
- Diversify CTAs: izinkinobho, izixhumanisi zomongo nezindawo ezingasasebenzi ngaphandle kokudala umsindo.
- Susa iziphazamiso ekufikeni kwegoli elilodwa (ngaphandle kokuzulazula uma kufanele).
- nokwenza kahle kweselula: Idizayini ephendulayo, okuqondiwe kokuthinta okubanzi nekhibhodi efanelekile yenkambu ngayinye.
- Ukwenza kube ngokwakho: Izihloko zezindaba, okunikezwayo nezincomo ngesegimenti, umthombo noma inhloso.
- Ubufakazi nokwethenjwa komphakathi: , izimpawu zokuphepha nezinqubomgomo ezibonakalayo ezindaweni ezibalulekile.
- Ukumaketha kabusha y ukubuyiswa kwenqola ngokulandelana kwe-imeyili/izikhangiso kanye izikhuthazo eziqhubekayo.
- Izindlela zokukhokha ukukhokha okuvumelana nezimo, okusheshayo nokuvimbela ukukhwabanisa ngaphandle kokwehla okungamanga.
Ubani i-CRO? Izindawo zokufaka isicelo
- eCommerce: nciphisa ukushiywa kwenqola, yenza kube lula ukuphuma futhi uqinise ukwethembana.
- I-B2B/SaaS: amademo afaneleke kakhulu nokusebenzisa isilingo esisebenzayo.
- Abezindaba nabashicileli: ukubhaliswa, ukubhalisa nokuzibandakanya nokuqukethwe okunconyiwe.
- travel: Izindlela zohambo eziyinkimbinkimbi, ukuqhathanisa nokwenza izinqumo ezihamba kancane kudinga ukuhlolwa okuqhubekayo.
- Ama-Agencias: Bahlanganisa i-CRO ukukala imiphumela yamakhasimende kanye nokungena kwabo.
Amathuluzi awusizo wokusebenzisa i-CRO
Kuhlanganisa kokuhlaziya (isb., GA4), amamephu okushisa/ukuhlola (isb., Hotjar, Plerdy), testing (isb., I-Optimizely, VWO), pop-ups/lead flows (isb., HelloBar) kanye abakhi bekhasi lokufika ukusheshisa ukuphindaphinda. Isihluthulelo siwukuthi linganisa ngokungaguquki, gwema idatha eyizicucu futhi ugcine izinga lokuhlola.
Isilinganiso nokuthuthukiswa okuqhubekayo
Bamba "amakhasi awinile" ukuze uphindaphinde amaphethini (ikhophi, okubonwayo, ukubekwa kwe-CTA) futhi uhlole "ithrafikhi ephezulu, amakhasi aguqulela kancane" ukuze ubeke ukuhlolwa kuqala. Ingxenye nge idivayisi, umthombo kanye nenhloso ukuthola amathuba afihlwa yisilinganiso.
Yamukela isiko le ukufunda okuphindaphindayo Guqula konke ukuvakasha kube yithuba lokuthuthukisa: Ukucaca okukhulu, ukungqubuzana okuncane, nezinqumo eziqhutshwa idatha ezingcono kuzoholela ekukhuleni okuzinzile ngaphandle kokuthembela kuphela kuthrafikhi eyengeziwe.
