Uhla lwemibhalo ye-athikili
Akukho ukuthenga okuphindaphindiweEzentengiselwanoIbhizinisi liyakhathaza
Ibhizinisi alisekelwe ekuthengeni izinto eziningi, kodwa lisekelwe ekuthengeni okuphindaphindiwe okuvela kumakhasimende.
Into yokuqala iningi labanikazi bamabhizinisi e-e-commerce okufanele bayenze njalo ekuseni ukuhlola idatha yabo yethrafikhi yangemuva kanye neyokukhangisa.
Kodwa okunquma ngempela ukuthi ungasinda yini akusikho izinga lokuchofoza lanamuhla, kodwa ukuthi amakhasimende azimisele yini ukubuya.
Isizathu esiyinhloko sokuthi kungani amabhizinisi engakwazi ukukhula kakhulu
Iqiniso elibuhlungu le-e-commerce ukuthi izinkampani eziningi zenza "ibhizinisi elilodwa".
Uthengisa izingubo zomshado, kodwa amakhasimende azithenga kanye kuphela empilweni yawo.
Uma uthengisa ihadiwe eqinile, amakhasimende akho ngeke abuye iminyaka eyishumi.
Lo modeli uhloselwe ukukwenza ukhathazeke nsuku zonke, ngoba ngaphandle kokuqongelela amakhasimende amadala, ukusebenza kwakho kungathembela kumakhasimende amasha kuphela.
Umphumela uba umjikelezo omubi:
Ithrafikhi iya ngokuya ibiza, futhi izindleko zokubhida ziyanda unyaka nonyaka.
Ngisho noma izinga lokuguqulwa lifinyelele ezingeni eliphezulu, lingathuthukiswa ngamaphesenti ambalwa kuphela, okungenakukwazi ukuhambisana nesivinini sokukhuphuka kwentengo yethrafikhi.
Inzuzo yadliwa yipulatifomu yokukhangisa, futhi ekugcineni, ngathola ukuthi ngangisebenzela ipulatifomu nje.
"Umbiko Wezindlela Zokuhweba Nge-E-commerce Zomhlaba Wonke" kaMcKinsey uthi "izinkampani ezingaphezu kuka-68% ze-e-commerce zinenzuzo engaphansi kuka-5%, ikakhulukazi ngenxa yokuthembela ngokweqile ekuthengweni kwamakhasimende amasha." (Umthombo: McKinsey Global Report, 2024)
Ake siqonde izibalo: Kungani kubalulekile ukwandisa ukuthenga okuphindaphindiwe?
Eminyakeni embalwa edlule, ngashintsha ngokuphelele isu lami, ngishintsha kusuka emikhiqizweni ekhishwa kanye ngaya emananini aphezulu okuthenga kabusha kanye nenani eliphakeme elimaphakathi le-oda.
Ingqondo ilula: imayelana nokubalwa kwezimali.
Ake sithi umkhiqizo unenzuzo enkulu engama-yuan angu-50.
Ngaphansi kwemodeli yesilinganiso sokuthenga kabusha esiphansi, izindleko zokuthengwa kwamakhasimende zingadla ama-yuan angu-49, kushiye i-yuan eyodwa kuphela ekugcineni.
Ngaphansi kwemodeli yesilinganiso sokuthenga kabusha esiphezulu, ikhasimende lingathenga kabusha izikhathi ezi-5 esikhathini esizayo, futhi inzuzo iyonke iyoba yi-250 yuan.
Kuleli qophelo, imithetho yomdlalo ihluke ngokuphelele.
Ngizimisele ukusebenzisa ama-yuan ayi-100 ukuthenga ikhasimende ngoba ngiyazi ukuthi ngingalithola ngemuva.
Phakathi naleso sikhathi, abancintisana nami babekwazi ukubhida ama-yuan angu-49 kuphela, ngakho-ke ngokwemvelo ngadonsela ithrafikhi yabo.
Lokhu kuyisithiyo esibalulekile.
Akukhona ukuthi amakhono ami okusebenza angcono kunabanye, kodwa kunalokho ukuthi imodeli yami yebhizinisi ingivumela ukuba "ngibe ngumuntu odla imali eningi" kunabanye.
I-Harvard Business Review yake yagcizelela ukuthi "Inani Lokuphila Kwamakhasimende (i-LTV) liyimbangela ebaluleke kakhulu yezinkampani ze-e-commerce." (Umthombo: I-Harvard Business Review, 2023)
Iziphakamiso zokusebenzisa umphathi
Isizindalwazi Somkhiqizo Wokuhlolwa Kwempilo
Khipha yonke imikhiqizo bese ubheka izinga lokuthenga kabusha.
Uma isigaba somkhiqizo singenazo izinto eziphindaphindwayo, njengezingubo zomshado noma imishini eqinile, ungalindeli inzuzo ephezulu.
Izindlela zokusebenza azikwazi ukushintsha izimfanelo zomkhiqizo.
Yakha Imodeli "Yokulahlekelwa Yimali"
Thola umkhiqizo ovame kakhulu; noma ngabe ulahlekelwa yimali ku-oda lokuqala, inqobo nje uma ukwazi ukukhiya abasebenzisi abafanele, kuwukunqoba.
Ukuhlolwa kwenzuzo kufanele kubekwe ngemuva, hhayi ngaphambili.
Ubulungu be-Prime be-Amazon buyisibonelo esihle kakhulu. Bukhiqiza kancane inzuzo ngonyaka wokuqala, kodwa ukuthengwa okuphindaphindiwe kwesikhathi eside kanye nokugcinwa kwenza kube uhlelo lobulungu olunenzuzo kakhulu emhlabeni. (Umthombo: Umbiko Wonyaka we-Amazon, 2024)
Ngisho nokushintsha amathrekhi
Uma ikhasimende lithenga bese lihamba ngokushesha, shintsha umkhiqizo.
Ukukhetha umkhiqizo kunquma impumelelo noma ukwehluleka.
Khetha imikhakha lapho abasebenzisi kumele bathenge khona ngokuphindaphindiwe, njengezinto ezisetshenziswayo, izinsizakalo zobulungu, kanye nemikhiqizo eluthayo.
Amasu amahlanu "Omkhiqizo Ongajwayelekile" avela kubathengisi ngokuthengisa kwanyanga zonke ezigidini
Abanikazi bamabhizinisi amaningi e-e-commerce bakhathazekile ngamanani aphansi okuthenga kabusha, kodwa abathengisi abanokuthengiswa kwezigidi ezingamashumi ngenyanga banesethi yamasu "emikhiqizo ehehayo" asebenzayo okubasiza ukuthi baqalise ukuthengwa okuphindaphindiwe kwamakhasimende futhi bazinzise ukusebenza kwabo.
1. Gxila emikhiqizweni ethengiswa kakhuluamanziDala izindawo zokungena zethrafikhi
Khetha umkhiqizo odumile oqashelwa kakhulu emakethe kanye nezinga lokuguqulwa njenge "hook" yokuheha amakhasimende amasha esitolo ngamanani aphansi noma izaphulelo, ngaleyo ndlela udale indawo yokungena kwethrafikhi.
2. Nikeza inhlanganisela yomkhiqizo ehambisanayo ukuze kwandiswe inani elimaphakathi le-oda.
Dala imikhiqizo ehambisanayo ehlobene nemikhiqizo ehambisanayo ukuze wakhe ukuthengisa okuhlanganisiwe, okungagcini nje ngokuhlangabezana nezidingo ezahlukahlukene zamakhasimende, kodwa futhi kwandisa inani elimaphakathi le-oda kanye nethuba lokuthenga okuphindaphindiwe.
3. Ama-hook akhethekile amalungu, avala amakhasimende athembekile.
Nikeza amalungu imikhiqizo ekhethekile yokubopha noma izaphulelo zesikhathi esilinganiselwe ukuze ubakhuthaze ukuthi bajoyine uhlelo lobulungu, ngaleyo ndlela bathuthukise ukwethembeka kwamakhasimende kanye nogqozi lokuthenga oluphindaphindwayo.
4. Phinda ugcwalise isitokwe ngezikhathi ezithile ukuze uhlakulele imikhuba yokuthenga ephindaphindwayo.
Khetha imikhiqizo enemijikelezo emifushane yokusetshenziswa kwamakhasimende kanye nezidingo zokufaka kabusha izinto njalo njengezikhonkwane ukuze uhlakulele imikhuba yokuthenga ephindaphindwayo yamakhasimende futhi wakhe imvamisa yokuthenga eqinile.
5. Ukumaketha kokuqukethwe kuhlanganiswe nama-hook ukuqinisa ukuqwashisa ngomkhiqizo.
Ngokusebenzisa ukumaketha kokuqukethwe ukuchaza izimo zokusetshenziswa kanye nenani lemikhiqizo ye-Hook, singathuthukisa ukuqwashisa nokwethembana komkhiqizo wamakhasimende, futhi sikhuthaze ukuguqulwa kokuthenga okuphindaphindiwe.
Lezi zindlela ezinhlanu ziyahambisana, zisiza abathengisi be-e-commerce ukuthi bashintshe ekuthengeni kanye baye ekuthengeni okuphindaphindiwe okuqhubekayo, futhi bakhe ukukhula kokuthengisa okuzinzile kwesikhathi eside.
Amanani okuthenga kabusha aphansi akusona isiphetho, kodwa yindawo yokuqala yokwenza ngcono ukusebenza namasu omkhiqizo. Ngokusebenzisa ngempumelelo "imikhiqizo ehehayo," nawe ungafinyelela impumelelo ekuthengisweni kwanyanga zonke kwezigidi ezingamashumi.
总结
Uma ikhasimende lingathenga kuwe kanye kuphela, uzobe ubhekene nempi engapheli yethrafikhi, futhi ekugcineni uzobe usele nenzuzo encane kakhulu.
Uma amakhasimende ethenga kuwe ngokuphindaphindiwe, unganqoba impi yanamuhla ngenzuzo yesikhathi esizayo.
Enkathini yokuncintisana okukhulu ngamakhasimende akhona, izinga lokuthenga kabusha liyindlela yesibili yokuphila yenkampani.
Isu langempela akusikho ukugxila ku-ROI, kodwa ukwakha isithiyo sokuphinda ukuthenga.
Ukuthenga okuphindaphindiwe "kuyimsele engabonakali" yenkampani ye-e-commerce futhi kuyisici esibalulekile sokuthi ibhizinisi lingakwazi yini ukubhekana nemijikelezo yezomnotho.
Umbono wami ucacile: amapulatifomu e-commerce angenazo izinto eziphindaphindwayo ahloselwe ukuba yizigqila zethrafikhi; kuyilapho amapulatifomu e-commerce anezinto eziphindaphindwayo engabadali benani langempela.
Emlandweni omude wezohwebo, inkampani ingaba namandla aqhubekayo kuphela ngokusungula ukuthengwa okuphindaphindiwe.
Izinga lokuthenga eliphindaphindwayo liyindlela yokuphila ye-e-commerce.
Thatha isinyathelo manje. Yeka ukuzitika ngenkohliso yenzuzo yesikhashana bese uzakhela inzuzo yakho yokuncintisana yesikhathi eside.
I-Hope Chen Weiliang Blog ( https://www.chenweiliang.com/ Isihloko esithi "Yini okufanele uyenze uma kungekho silinganiso sokuthenga esiphindaphindwayo kwezentengiselwano ze-e? Amasu ama-5 'omkhiqizo oxubile' avela kubathengisi ngokuthengiswa kwezigidi ezingamashumi ngenyanga" okwabiwe lapha kungaba usizo kuwe.
Siyakwamukela ukwabelana ngesixhumanisi salesi sihloko:https://www.chenweiliang.com/cwl-34033.html