Kuze kube manje, amabhizinisi e-commerce awadingi bufakazi obengeziwe bokuthi ukwenza ngokwezifiso kuyindlela efanele yokuqhubekela phambili. Kodwa ucwaningo olwenziwe yi-Adobe lubonisa ukuthi kunezizathu ezengeziwe zokungena ngokujulile ekukhangiseni okwenziwe ngokwezifiso noma okwenziwe ngokwezifiso , ikakhulukazi uma ufuna ukuphumelela kwe-e-commerce.
Kungani ukumaketha komuntu siqu kubalulekile ku-Ecommerce yakho?
Ngokusho kocwaningo olwenziwe yi -Adobe Digital Insights , kutholakale ubudlelwano phakathi kokukhula kwethrafikhi yewebhu kanye nezinhlobo ezahlukene zokumaketha okwenziwe ngokwezifiso. Ucwaningo lwembula ukuthi amawebhusayithi aseYurophu athola ithrafikhi ekhulayo abona ithrafikhi ephindwe ka-2,6 evela emikhubeni efana nokukhangisa ezinkundleni zokuxhumana kanye nokusesha okukhokhelwayo okuphindwe ka-1,2 kunamawebhusayithi athola ithrafikhi enciphile.
Naphezu kwalokhu, abakhangisi nabathengisi eYurophu basalele emuva kozakwabo baseNyakatho Melika uma kukhulunywa ngamaqhinga okukhangisa aqondiswe ekushayeleni ithrafikhi kumawebhusayithi , okuhlanganisa amapulatifomu ezokuxhumana nabantu kanye namafomethi omphakathi athuthukile.
Isibonelo, amawebhusayithi aseYurophu abone ukwanda kwethrafikhi ezikhathini zamuva nje ahlangabezane nethrafikhi eyengeziwe ngo-8% evela eziteshini zokukhangisa ezenzelwe wena uma kuqhathaniswa namasayithi anethrafikhi encane. Okwamanje, amawebhusayithi akhulayo e-United States abone ithrafikhi eyengeziwe ngo-36% evela eziteshini ezenzelwe wena.
Ngokuvamile, iziteshi zokukhangisa zedijithali zibalulekile ekushayeleni ithrafikhi emakhasini omkhiqizo, okubalwa ngaphezu kwezingxenye ezimbili kwezintathu zokuvakasha . Ikakhulukazi, ukukhangisa ngeselula kukhula kakhulu, kanti ingxenye enkulu yokuvakasha ivela kuma -smartphone namapulatifomu eselula.
Ukuhlaziywa kusikisela nokuthi ithrafikhi yemvelo isondela endaweni ephakeme eYurophu nakwezinye izindawo. Ukukhula nge-SEO emsulwa kuyehla, ngakho-ke okubalulekile ukushintshela ekusebenziseni ulwazi kanye nenani lomsebenzisi ngamunye ngokwenza kube ngokwakho , ukuhlukaniswa okuthuthukisiwe, kanye nokusebenza kweziteshi eziningi.
Kuyini ukumaketha komuntu siqu futhi kwenzelweni?
Ukumaketha okwenziwe ngokwezifiso kuhilela ukuhlela imiyalezo, okunikezwayo, izimpahla zokudala, kanye nezindawo zokuthinta ngokusekelwe kudatha yomsebenzisi ngamunye : izintshisekelo, umlando wokuthenga , imikhuba yokuphequlula, izibalo zabantu, amazinga okusebenzisa imali, amaphethini, kanye nezintandokazi ezishiwo. Uma kwenziwa kahle, kuvumela ukuxhumana okungcono nezithameli eziqondiwe kanye namakhasimende akhona, kunciphisa ukukhangisa okuchithwayo, futhi kusheshise i-sales funnel ngokusebenzisana okufanele.
Kubalulekile ngoba, ngokubonisa okuqukethwe okufanele kuphela esiteshini esifanele nangesikhathi esifanele, uthuthukisa ulwazi , wandise amazinga okuguqulwa , wandise inani lempilo yonke , futhi wakhe ukwethembeka . Izifundo ezahlukahlukene zikhomba emiphumeleni efana nokuvulwa okwengeziwe lapho izihloko zenziwe ngokwezifiso, impendulo enkulu ezikhangisweni ezenzelwe wena, kanye nethuba eliphezulu lokuthenga ngokusekelwe ezincomweni zokuziphatha.
Ungalithuthukisa kanjani isu lokumaketha elenzelwe inkampani yakho
1) Ubuholi kanye nethimba : Khetha abaholi bezobuchwepheshe (idatha/iMarTech), sebenzisa ochwepheshe bamacala , isevisi yamakhasimende, kanye nomklamo womkhankaso . Vumelanisa nezinhloso zebhizinisi, chaza izinsiza , bese udala ikhalenda lokuqukethwe.
2) Idatha nobumfihlo : ihlanganisa idatha yomuntu wokuqala (i-CRM, i-CDP), ukuhlaziya ukuziphatha, kanye namafomu/izinhlolovo ezisekelwe emvumeni . Ilinganisela ukucaca kanye nokulula kokusetshenziswa; icela kuphela lokho okudingekayo, ichaza ukuthi idatha izosetshenziswa kanjani, futhi inikeza izinketho zokuzikhipha.
3) Ukuhlukaniswa okuwusizo : kudala izingxenye ngokwezibalo zabantu , izinga lokusebenzisa imali , izintshisekelo , kanye namaphethini okuthenga . Kuguqukela ezigabeni ezincane ngenhloso , isigaba se-funnel , kanye nesilinganiso sokuthambekela.
4) Lapho ungenza khona ngokwezifiso : sebenzisa ukwenza ngokwezifiso ku -imeyili (okuzenzakalelayo, okuqukethwe okuguquguqukayo), iwebhu (amabhulokhi, ama-CTA, amakhasi okufikela athile), izikhangiso (ukuphinda umakethe okuguquguqukayo), uhlelo lokusebenza , ama-chatbot kanye nesitolo sangempela uma ungumzila wonke.
Ulwakha kanjani uhlelo lokumaketha lomuntu siqu
Chaza imigomo ye-SMART yesiteshi ngasinye ( ukuguqulwa kwabaholi , ukwenziwa kusebenze, ukugcinwa , ukuvuselelwa), ukubeka phambili ukuwina okusheshayo kanye namaphrojekthi esakhiwo (isb., injini yokuncoma ), dala imephu yomgwaqo engokoqobo , bese usetha ama-KPI esigaba ngasinye. Beka isabelomali , ubuchwepheshe (i-CRM/CDP, ukuzenzekela , i-AI), kanye nomjikelezo wokuhlola nokufunda.
Izinzuzo zokumaketha komuntu siqu ezinkampanini
Okuhlangenwe nakho okuhle kakhulu : Ngokuqonda izidingo kanye namaphuzu obuhlungu, ukuxhumana kuba yigugu futhi kube ngokobuntu , okwandisa ukwethembana kulo lonke uhambo.
Ukwethembeka kanye nebhizinisi eliphindaphindayo : ingxenye enkulu yokuthengisa ivela kumakhasimende avamile . Ukwenza kube ngokwakho kuqinisa isibopho futhi kwandisa ukwethembeka lapho umsebenzisi ebona inani elihlala njalo.
I-ROI Ethuthukisiwe : Ngokunciphisa imibono evamile, isabelomali sigxile kubabukeli abanokuthambekela okuphezulu kokuthenga . Izincomo ezenziwe ngokwezifiso nama-CTA akhulisa inani elimaphakathi le-oda kanye nembuyiselo.
Amathrendi ekukhangiseni komuntu siqu
I-imeyili ehlakaniphile : imigqa yezihloko ezenzelwe wena kanye nokuqukethwe kukhulisa amazinga okuvula nokuchofoza. Ukugeleza okufana nokwamukela , inqola elahliwe, kanye nokuthenga ngemuva kokuthenga kusebenza kahle kakhulu ngemithetho yomongo; izincwadi zezindaba zibalulekile kulezi zindlela zokwenza izinto ngokuzenzakalelayo.
Imiyalezo embalwa ejwayelekile : abasebenzisi balindele ukufaneleka futhi benqaba okuhlangenwe nakho okungebona abantu. Imikhiqizo eyenzela abantu ngokwezifiso ifinyelela ukuzibandakanya okukhulu.
Izincomo : Izinjini zokusesha ezisekelwe ku-AI ziqhuba ukutholwa kanye nokuthengwa okwengeziwe, ikakhulukazi kumakhathalogi amakhulu.
Izinselelo nezixazululo
Ukuqoqwa kwedatha okungenazingxabano : kuhlanganisa ukuhlaziya kanye nezintandokazi ezishiwo . Kuklama amafomu amafushane, aqhubekayo futhi kudlulisa inani elizotholwa ngumsebenzisi.
Ukufihla : Gwema ukwenza ngokwezifiso ngokweqile. Bonisa izinzuzo zokulungisa okuqukethwe futhi uhloniphe ubumfihlo ngezilawuli ezicacile.
Izinsiza : Ubuchwepheshe buyazenzakalela, kodwa isu lakhiwa abantu. Linganisa, beka phambili, futhi wabe kabusha ukutshalwa kwezimali kulokho okusebenzayo.
Ubuchwepheshe namathuluzi okwenza kube ngokwakho
Khulisa inqwaba yakho nge -CRM/CDP ukuze uhlanganise amaphrofayili, amapulatifomu ezenzakalelayo (i-imeyili/i-SMS/i-push), izinjini zokuncoma , kanye nokuhlaziya . I-AI isiza ukudala izithameli ezibukeka zifana, ukuthola ukuthambekela, nokukhiqiza okuqukethwe okuguquguqukayo . Izibonelo eziwusizo: I-HubSpot , i-Klaviyo , i-ActiveCampaign , i-Nosto , i-Google Analytics.
Amamethrikhi nama-KPI okuhlola imiphumela
Ilandelela izinga lokuguqulwa (ukuguqulwa/ukuvakasha), i-CPA (izindleko/okutholwe yikhasimende), i-ROI ((imali engenayo - izindleko)/izindleko), i-imeyili ivula futhi ichofoze , i-CLV , kanye ne -CAC . Lezi zilinganiso zikuvumela ukuthi uthuthukise ubuciko, ukuhlukaniswa , imvamisa, kanye nokubhida.
Amasu asebenzayo asebenzayo
- Ukuhlukaniswa okuthuthukile ngenhloso yekhasimende kanye nenani lokuhlanganisa okunikezwayo nemilayezo.
- Okuqukethwe okunamandla kuwebhu naku-imeyili (amabhulokhi, izithombe nama-CTA ashintsha ngephrofayili).
- Ukumaketha kabusha kanye nezikhangiso eziqondene nawe ezinomkhiqizo wokuphakelayo ezinjinini zokusesha nokuxhumana nabantu.
- Ukuzenzekelayo ukwamukela, ukululama, ukuthenga ngemva kokuthenga kanye nezincomo.
- Umuzwa we-Omnichannel: ukuvumelana phakathi kwesayithi, uhlelo lokusebenza, isitolo kanye nenkonzo yamakhasimende.
Imibuzo Evame Ukubuzwa Mayelana Nokumaketha Okuqondene Nakho
Kuyini ukwenza ngokwezifiso ekukhangiseni? Kuwukuvumelanisa ulwazi kanye nomyalezo nesimo somuntu ngamunye kusetshenziswa idatha ngemvume yakhe.
Yiziphi izinzuzo? Ukubaluleka okukhulu , amazinga aphezulu okuguqulwa , ukwethembeka okwandisiwe, kanye ne -ROI engcono ngokunciphisa imiphumela engadingekile.
Ngingaqala kanjani uma ngiyibhizinisi elincane? Hlanganisa idatha yakho ku-CRM, chaza izingxenye eziyisihluthulelo ezingu-2-3 , bese usebenzisa ukuzenzakalela okuyisisekelo (ukwamukela, inqola yokuthenga, ngemuva kokuthenga). Phindaphinda.
Yimaphi amathuluzi awusizo? I-CRM/CDP, ukuzenzekela kwe-imeyili , izinjini zokuncoma , amapulatifomu okukhangisa, kanye nokuhlaziya.
Ungalinganisa kanjani ukusebenza kahle? Ngama -KPI okuguqulwa , i-CPA, i-ROI, ukuzibandakanya kanye nenani lempilo yonke (i-CLV) ngesigaba.
Ukuphatha ikhasimende ngalinye njengelihlukile akuyona nje iqhinga, kuyinzuzo yokuncintisana : uma ukhetha kahle ukuthi uzothini, kubani, ngasiphi isiteshi futhi ngasiphi isikhathi, ukuhweba kwakho nge-inthanethi kuyayeka ukuncintisana ngomsindo bese kuqala ukuncintisana ngokubaluleka kanye nobudlelwano obuqhubekayo.
