IziCwangciso ezi-4 eziqinisekisiweyo zokuNciphisa iReyithi yeBounce kwiiVenkile ze-Intanethi

Wonke umtyeleli oshiya iwebhusayithi yakho ye-ecommerce ngaphandle kokuphonononga ngaphaya kwephepha elinye lithuba eliphosiweyo lokuzibandakanya kunye nokuthengisa. Kwaye silinganisa inani lala mathuba aphosiweyo nge-metric - ireyithi yokunyuka.

Kweli nqaku, siphonononga ukuba leliphi izinga le-ecommerce bounce kunye nendlela yokuyimisela kwivenkile yakho ye-intanethi. Kwaye, sityhila izicwangciso ezine ezinamandla zokutsala abaphulaphuli bakho, ubagcine bexakekile, kwaye ugcine amaxabiso ebounce esezantsi.

Isiqulatho
Yintoni ireyithi ye-ecommerce bounce?
Ukubaluleka kwereyithi ye-bounce kwi-ecommerce
Ungawubona njani umyinge we-ecommerce bounce?
Iindlela ezi-4 zokunciphisa isantya se-bounce kwiivenkile ze-intanethi
Ukuvala

Yintoni ireyithi ye-ecommerce bounce?

Izinga le-ecommerce bounce libhekiselele kwi-metric elinganisa ipesenti yabatyeleli abangena kwi- iwebhusayithi ye-ecommerce kwaye emva koko ushiye ngaphandle kokunxibelelana ngakumbi okanye ukuya kulo naliphi na elinye iphepha ngaphakathi kwesiza.

Luphawu olubalulekileyo lokubandakanyeka komsebenzisi kunye nokusebenza koyilo lwewebhusayithi, umxholo, kunye namava omsebenzisi ngokubanzi.

Xa isivakashi sihlala kwiwebhusayithi ye-ecommerce kwaye ngokukhawuleza siphuma ngaphandle kokuthatha isenzo, kuthathwa njenge bounce.

Ukubaluleka kwereyithi ye-bounce kwi-ecommerce

• Izinga eliphezulu le-bounce kwi-ecommerce linokusebenza njengophawu lwesilumkiso, ebonisa ukuba abatyeleli abayifumani into abayifunayo okanye ukuba isayithi iyasilela ukuhlangabezana nokulindela kwabo. Ingabonisa ukuqhawulwa konxibelelwano phakathi kwenjongo yondwendwe kunye nento enikezelwa yiwebhusayithi.
• Izinto ezinje nge ixesha lokulayisha kancinci, ukudida ukuhamba, ukunqongophala kwemibono enyanzelisayo, ukungasebenzi kakuhle kwemfonomfono, okanye ukujolisa kubaphulaphuli abangalunganga kunokufaka isandla kwisantya esiphezulu sokugxumeka.
• Oku kunokuba nemiphumo emibi, njengokulahleka kweentengiso kunye nengeniso. Ngakolunye uhlangothi, ukuba amava omsebenzisi aphuculwe, kunokukhokelela ekubandakanyekeni okuphezulu, amazinga okuguqulwa okukhulu, kwaye ekugqibeleni kwandiswe ingeniso.
• Ukubeka iliso kunye nokuhlalutya ireyithi ye-bounce kubalulekile kumashishini e-ecommerce njengoko ibonelela ngemibono indlela yokuziphatha komsebenzisi kwaye inceda ekuchongeni iindawo ezifuna ukuphuculwa.
• Xa iindwendwe zibandakanyeka kwaye zifumana into eziyifunayo, kunokwenzeka ukuba zihlale kwiwebhusayithi, zijonge ngakumbi, kwaye zikwazi ukuthenga.
• Amazinga okutsalwa okusezantsi ahlala ehambelana nokuzibandakanya okuphezulu, ukutyelela ixesha elide, kunye nokunyuka kwamazinga okuguqulwa.

Ungawubona njani umyinge we-ecommerce bounce?

Ireyithi yokutsiba ibalwa ngokwahlula inani le utyelelo lwephepha elinye ngenani lilonke lotyelelo olulodwa kwaye uphinda-phinda isiphumo nge-100.

Ngokomzekelo, ukuba i-website ifumana i-1,000 yokutyelelwa okukodwa kunye ne-300 yezo ziphumo zokutyelela iphepha elinye, izinga le-bounce liya kuba yi-30%.

Iindlela ezimbalwa onokuzisebenzisa ukufumanisa ukuba yintoni ebangela ukuba iindwendwe zewebhusayithi yakho zigxume zibandakanya:

Iwebhusayithi kunye nezixhobo zohlalutyo lwe-app

Iwebhusayithi kunye nezixhobo zokuhlalutya usetyenziso ezifana neGoogle Analytics kunye neHotjar inokukubonisa ukuba bangaphi abantu abashiya indawo yakho kunye nalapho baya khona emva kokuba bemkile. (iindlela abazihambayo).

Unokulinganisa ixesha elithathayo ukuba iindwendwe zishiye indawo yakho ngokulandela umkhondo wentshukumo ye mouse ngexesha okanye ngokusebenzisa imephu yefuthe. Ezi zixhobo ziya kukunika ingqiqo ngoba abantu bayahamba.

Ngokomzekelo, imifanekiso engacacanga kunye nokungabikho kolwazi olwaneleyo kwiphepha lokufika kunokubashiya bedidekile. Unokuthi endaweni yoko uxhamle eli thuba lokuphucula amava omsebenzisi kwiwebhusayithi yakho kunye nokwandisa indlela yokuguqula.

Iindlela ezi-4 zokunciphisa isantya se-bounce kwiivenkile ze-intanethi

Lungiselela isantya sokulayisha iphepha

Amaxesha okulayishwa kwekhasi elicothayo anokuphazamisa iindwendwe kwaye abangele ukuba bahambe. Kwaye oku kunegalelo kumazinga aphezulu okubhampa kwiiwebhusayithi ze-ecommerce. Abatyeleli banomonde omncinci wokulinda, kwaye ukuba iwebhusayithi ithatha ixesha elide ukuyilayisha, kunokwenzeka ukuba bayishiye kwaye bafune ezinye iindlela.

Ukuphucula isantya somthwalo wephepha kunye nokunciphisa amaxabiso e-bounce, amashishini e-ecommerce anokusebenzisa iindlela ezininzi zokuphucula:

Ukuphucula imifanekiso

Iifayile ezinkulu zemifanekiso ziyi-archnemesis yamaxesha okulayisha iphepha ngokukhawuleza. Ukucinezela kunye nokutshintsha ubungakanani bemifanekiso ngaphandle kokuthomalalisa umgangatho (uxinzelelo olungenakulahlekelwa) inokunceda ukunciphisa ubungakanani befayile kunye nokuphucula amaxesha okulayisha.

Ukunciphisa ixesha lokuphendula iseva

Oku kunokufezekiswa ngokulungiselela ulungelelwaniso lweseva, ukusebenzisa iindlela ze-caching, kunye nokusetyenziswa uthungelwano lokuhambisa umxholo (CDNs) ukuhambisa umxholo wewebhusayithi ngokusondeleyo kubasebenzisi, ukunciphisa umgama wedatha kufuneka uhambe.

Ukunciphisa izicelo ze-HTTP

Into nganye kwiphepha lewebhu, elifana nemifanekiso, izikripthi, kunye namaphepha esitayile, ifuna i Isicelo seHTTP kumncedisi. Ngokunciphisa inani lezi zicelo ngokusebenzisa ubuchule obunjengokudibanisa okanye ukunciphisa iifayile, ukusebenzisa i-CSS sprites, okanye ukulayisha okuvilaphayo, ixesha elipheleleyo lokulayisha iphepha lingaphuculwa kakhulu.

Yenza lula uyilo lwewebhusayithi

Uyilo oludidekileyo okanye olubhidayo lunokwenza kube nzima kubakhenkethi ukuba bahambe kwaye bafumane oko bakukhangelayo, bakushiye ngereyithi ephezulu yokutsiba. Abakhenkethi balindele amava okukhangela angenamthungo kunye ne-intuitive, kwaye ukuba badibana noyilo oludidayo okanye oloyikekayo, banokuhamba ngaphandle kokuqhubeka.

Nantsi indlela onokuthi uqinisekise ngayo ukuba ishishini lakho le-ecommerce alenzi le mpazamo:

Ukwenza lula uyilo

Makhe sithathe umzekelo wewebhusayithi ye-ecommerce ethengisa impahla.

Ukwenza lula uyilo lwayo, uphawu lunokuthi:

• Lungisa uyilo ngokususa izinto ezingeyomfuneko - njengokubhaliweyo okugqithisileyo, imifanekiso, okanye imizobo ephazamisayo.Iwebhusayithi inokusebenzisa uyilo olucocekileyo noluncinci olubonisa iimveliso kunye neempawu zazo eziphambili.

• Lungisa uluhlu lweenkcukacha ngokucwangcisa umxholo ngendlela enengqiqo necacileyo.Umzekelo, ukubeka iindidi zeemveliso kwimenyu ebalaseleyo okanye ibar esecaleni kuvumela abatyeleli ukuba bafumane ngokukhawuleza uhlobo lwempahla abanomdla kuyo. Kwinqanaba ngalinye, amacandelwana kunye nezihluzi zinokucokisa ngakumbi iinketho, zenza kube lula kubasebenzisi ukuzulazula kwaye bafune izinto ezithile.

• Sebenzisa indawo emhlophe ngokufanelekileyo ngokudala indawo yokuphefumla phakathi kwezinto ezahlukeneyo kwiwebhusayithi. Oku kunceda ekuhlukaniseni amacandelo, ukugqamisa ulwazi olubalulekileyo, kunye nokuphucula ukufundeka.Ngokomzekelo, ngokukhupha imifanekiso yemveliso, iinkcazo, kunye namaxabiso, i-website ivumela abasebenzisi ukuba bagxininise into nganye ngabanye ngaphandle kokuziva bekhululekile.

Ukubizela esenzweni okucacileyo kunye nokubalulekileyo (CTA)

I-CTA ecacileyo neyomeleleyo ngundoqo ekukhokeleni abatyeleli kwiintshukumo ezinqwenelekayo kunye nokunciphisa amaxabiso e-bounce.

Ngokubeka ngokucwangcisekileyo ii-CTAs, usebenzisa ulwimi olufutshane kunye nolujoliswe kwisenzo, kunye nokubenza bahluke ngokubonakalayo, izitolo ze-intanethi zinokukhuthaza iindwendwe ukuba zithathe amanyathelo athile - njengokongeza izinto kwinqwelo, ukubhalisela iincwadana zeendaba, okanye ukugqiba ukuthenga.

Ukuyiqonda ngcono le nto, makhe sithathe umzekelo wevenkile ekwi-intanethi ethengisa izinto zombane:

• Kumaphepha emveliso, ibekwe kakuhle ngeza kwitshathi iqhosha linokuboniswa ngokucacileyo kufutshane nomfanekiso wemveliso kunye nenkcazelo.Oku kuvumela iindwendwe ukuba zongeze ngokukhawuleza kwaye zifake into efunwayo kwinqwelo yazo yokuthenga ngaphandle kokudideka okanye ukuchofoza okungadingekile.
• Iqhosha le-CTA lingabhalwa ngokubhaliweyo okucacileyo kunye nokufutshane, njenge Thenga ngoku, ngeza kwitshathi, okanye Thenga ngoku.Olu lwimi ludlulisela isenzo esithile kundwendwe kwaye ludala imvakalelo yongxamiseko okanye ebalulekileyo.
• Iqhosha le-CTA linokuyilwa ukuze lime ngaphandle kwizinto ezingqongileyo ngokusebenzisa imibala eyahlukileyo, ubungakanani obukhulu, okanye ezinye iimpawu ezibonakalayo.Oku kutsala umdla wondwendwe kwaye kubakhokelela ekuthatheni amanyathelo afunekayo.

Ukudala iwebhusayithi esebenziseka lula

Makhe siqwalasele uphawu lwe-ecommerce olugxile ekuthengiseni izihlangu zembaleki.

Ukwenza iwebhusayithi esebenziseka lula, inkampani inakho:

Lungiselela iimenyu zokukhangela

Iwebhusayithi inokuba nemenyu yokukhangela eyakhiwe kakuhle ebonisa ngokucacileyo iindidi ezifana nezaMadoda, abasetyhini, abantwana, kunye neMidlalo. Ngaphakathi kwecandelo ngalinye, i-subcategories ingabandakanya i-Running Shoes, i-Basketball Shoes, i-Sneakers, kunye nokunye. Oku kuvumela iindwendwe ukuba zihambe ngokulula kuhlobo oluthile lwezicathulo ezinomdla kuzo.

Nika ukufikelela lula kumacandelo abalulekileyo

Iphepha lasekhaya lingabonisa amacandelo afana bafikayo, Best Sellers, okanye ukuthengiswa, Ukubonisa imifanekiso ebonakalayo ekhangayo yokukhutshwa kwezihlangu zamva nje okanye izinto ezithotyiweyo. Icandelo ngalinye lingabandakanya izixhumanisi ezithe ngqo kumaphepha emveliso ahambelanayo, okwenza kube lula ukuba iindwendwe zihlolisise kwaye zithenge izicathulo ezizinqwenelayo.

Phumeza umsebenzi wokukhangela ngokukhawuleza

Iwebhusayithi inokubandakanya ibha yokukhangela phezulu kwiphepha ngalinye, ivumela iindwendwe ukuba zikhangele iintlobo ezithile zezihlangu, iimodeli, okanye ubukhulu. Oku kunceda abathengi bafumane ngokukhawuleza ipere yezihlangu abazifunayo, ukuphucula amava abo okuthenga.

Bonisa ulwazi olucacileyo noluchazayo lwemveliso

Iphepha ngalinye lemveliso yezihlangu linokunika inkcazo ecacileyo yeempawu zesihlangu, izixhobo, ubungakanani obukhoyo, kunye nokukhethwa kombala. Imifanekiso yemveliso ekumgangatho ophezulu ukusuka kwii-angles ezahlukeneyo kufuneka iboniswe, kunye nokuphononongwa kwabathengi kunye nokulinganisa. Amaxabiso, ukhetho lokuthumela ngenqanawa, kunye nemigaqo-nkqubo yokubuyisela kufuneka ichazwe ngokucacileyo ukuqinisekisa ukungafihli kunye nokuzithemba kwabathengi.

Ukwakha inkqubo yokuthenga egudileyo

Umzekelo, makhe siqwalasele uphawu lwe-ecommerce oluthengisa iiwotshi zamadoda.

Ukubonelela abathengi bayo ngenkqubo yokuthenga egudileyo, inkampani inakho:

Yenza lula inkqubo yokuphuma 

Ivenkile ye-intanethi inokuphumeza inkqubo yokuphuma elungelelanisiweyo kunye neyomsebenzisi. Oku kubandakanya ukunciphisa inani lamanyathelo afunekayo ukugqiba ukuthenga.

Umzekelo, ngokunciphisa ifom yokuphuma kwiinkalo ezibalulekileyo ezifana nedilesi yokuthumela, ulwazi lokuhlawula, kunye neenkcukacha zentlawulo, abatyeleli banokukhawuleza kwaye baqhubele phambili kwisinyathelo esilandelayo.

Nciphisa imiqobo 

Ukudala amava angenamvisiswano, inkampani ye-ecommerce inokususa imiqobo engeyomfuneko enokuthi ithintele abathengi ekugqibeni ukuthenga kwabo. Oku kubandakanya ukunciphisa inani lamanyathelo okudala iakhawunti afunekayo kunye nokubonelela ngeenketho zokuphuma kweendwendwe. Oku kuyenza lula inkqubo, ngakumbi kubathengi bokuqala abanokuthi bangabinamdla wokwenza iakhawunti kodwa basafuna ukuthenga ngokukhawuleza.

Kujoliswe kubaphulaphuli abafanelekileyo

Ngokuqonda iimfuno, ukhetho, kunye nokuziphatha kwabaphulaphuli abajolise kubo, iivenkile ezikwi-Intanethi zinokwenza umntu abe namava omthengi abandakanyekileyo ukuze ahlangabezane ngokuchanekileyo nolindelo lwabo.

Nantsi indlela yokwenza ngokufanelekileyo:

• Ngokuqhuba uphando olunzulu lwemarike kunye nokuhlalutya idatha yabathengi, iivenkile ze-intanethi zinokufumana ulwazi oluxabisekileyo kubaphulaphuli abajoliswe kubo.Oku kubandakanya ukuqonda amanani abo, izinto abazithandayo, iindlela zokuthenga, kunye namanqaku entlungu. Exhobe ngolu lwazi, amashishini e-ecommerce anokwenza iwebhusayithi yawo ihambelane nolindelo lwabaphulaphuli, okukhokelela kumava afanelekileyo kwaye abandakanyekayo.
• Ukusebenzisa ulwimi olululo ngumba obalulekileyo wokunxibelelana nabaphulaphuli ekujoliswe kubo.Ngokusebenzisa ithoni kunye nesimbo sonxibelelwano esihambelana nabaphulaphuli babo, iivenkile ze-intanethi zinokuseka imvakalelo yokuqhelana kunye nokwakha ukuthembana. Oku kubandakanya ukusebenzisa isigama esifanelekileyo, ukujongana neenkxalabo zabathengi, kunye nokubonelela ngokucacileyo nangokucacileyo iinkcazo zemveliso.
• Uyilo kunye nemifanekiso idlala indima ebalulekileyo ekuthimbeni ingqalelo yabatyeleli kunye nokudala unxibelelwano lweemvakalelo.Ngokulungelelanisa izinto ezibonakalayo zewebhusayithi kunye nezinto ezikhethwa ngabaphulaphuli ekujoliswe kuzo kunye nobuhle, amashishini akwi-Intanethi inokudala imbonakalo enomtsalane kunye namava abandakanyayo. Oku kuquka ukukhetha imibala, iifonti, kunye noyilo olunomtsalane kubaphulaphuli ekujoliswe kubo kunye nokusetyenziswa kwemifanekiso ekumgangatho ophezulu ebonisa iimveliso ngokufanelekileyo.
• Ukubonisa iimveliso ezifanelekileyo kunye nonikezelo ngundoqo ekugcineni iindwendwe zibandakanyeka kwaye zinomdla wokuhlola ngakumbi.
  
  Ngokusebenzisa idatha yabathengi, indlela yokuziphatha yokukhangela, kunye nembali yokuthenga, iivenkile ezikwi-Intanethi zinokwenza iingcebiso zemveliso, unyuselo kunye nonikezelo. Eli nqanaba lokuzenzela linceda iindwendwe ukuba zifumane iimveliso ezihambelana nezinto ezinomdla kunye neemfuno zabo, ukunciphisa amathuba okuba bagxumeke kwiwebhusayithi.

Ukuphumeza le migudu ngokuchanekileyo inegalelo kumazinga asezantsi okutsaleka ngokunyusa uthethwano lwabatyeleli, ukwaneliseka, kunye nokuba nokwenzeka kokuguqulwa.

I-A/B ivavanya ikopi yewebhusayithi yakho kunye nezibonelelo

A uvavanyo / B or (eyaziwa njenge) uvavanyo lwahlulahlulwe, oluvumela ukuba iivenkile ze-intanethi zithelekise iinguqulelo ezahlukeneyo zezinto zewebhusayithi ukufumanisa ukuba yeyiphi ehambelana kakuhle nabaphulaphuli babo.

Iindlela ezimbalwa zokwenza uvavanyo lwe-A/B kwiwebhusayithi yakho ye-ecommerce: 

• Ngokuvavanya ukwahluka kwezihloko, iinkcazo zemveliso, amaqhosha eCTA, kunye nezinye izinto zokukopisha, amashishini e-ecommerce angakwazi ukuchonga ulwimi, ithoni, kunye nemiyalezo eyenza impendulo efunwayo evela kubavakashi.Oku kunceda ekwenzeni umxholo onyanzelisayo kunye nokukholisayo obamba ingqalelo yabatyeleli, ubagcine bebandakanyekile, kwaye ubakhuthaze ukuba bahlolisise ngakumbi - okukhokelela kumazinga aphantsi okunciphisa.

• Ukuvavanya izibonelelo ezahlukeneyo kunye nokwenyusa inokunceda amashishini e-ecommerce aqonde ukuba yeyiphi inkuthazo enomdla kakhulu kubaphulaphuli babo.Ngokuzama amanqanaba ahlukeneyo esaphulelo, i-freebies, iinketho zokuthumela, okanye iinkqubo zokunyaniseka, amashishini anokufumanisa ukuba yeyiphi inkuthazo eqhuba umdla wabatyeleli, ukwandisa izinga lokuguqulwa, kunye nokunciphisa amaxabiso okunciphisa.

  Olu lwazi lubavumela ukuba balungelelanise izibonelelo zabo ukuze zihambelane ngcono nezinto ezikhethwa ngabaphulaphuli kunye nabalindelekileyo.

• Ngokuchonga ezona zinto zisebenzayo kwiwebhusayithi ngokuvavanya, amashishini e-ecommerce anokudala amava okuthenga anqwenelekayo kubathengi babo.Oku kubandakanya ukubonelela ngekopi ebandakanyekayo kunye nekholisayo, ulwazi olufanelekileyo lwemveliso, kunye nokukhushulwa okukhangayo. Xa iindwendwe zidibana newebhusayithi ehambelana neemfuno zabo kunye nezinto abazikhethayo, banokuthi bahlale, bahlolisise ngakumbi, kwaye bathenge, okukhokelela kumazinga aphantsi okunciphisa.

Ukuvala

Ukuthoba ireyithi ye-ecommerce bounce ibonelela ngezibonelelo ezininzi eziphambili kwiivenkile ezikwi-Intanethi:

• Kukhokelela ekubandakanyekeni okwandisiweyo njengoko iindwendwe zichitha ixesha elininzi kwiwebhusayithi, ukuhlola iimveliso, kunye nokusebenzisana nomxholo. Olu thethathethwano lwandisiweyo luguqulela kumazinga aphezulu oguqulo, njengoko iindwendwe zinokuthenga okanye zithathe amanyathelo anqwenelekayo.

• Inegalelo ekuphuculweni komgangatho weenjini zokukhangela, njengoko iinjini zokukhangela ziqwalasela iimethrikhi zokubandakanyeka komsebenzisi kwii-algorithms zazo.

• Ibonisa amava alungileyo omsebenzisi, aphucula ukwaneliseka kwabathengi kunye nokunyaniseka.